Ad Rates & Bundling Strategy
Since we started from no ads, we determined that for the first year, we’d set the rates at a reasonably low level and offer an even greater incentive for advertisers to run in multiple issues and also to run full-page ads. Our objective was to fill a lot of ad pages quickly, (essentially using the proliferation of ads as an advertisement in itself; we sent copies to key target prospects and competitors of existing advertisers. Ads would beget more ads.) We increased rates each year, and in year three we set them to be at a high Cost-Per-Thousand (CPM) rate versus several key industry publications. However, we were competitively positioned based on the results that followed. We set yearly goals for both total revenue growth and growth in revenue per advertiser, keeping an eye on both metrics.
A key strategy we employed was bundling. Since we were also selling exhibit space and sponsorships for DBIA’s events, we’d include the “add-on” opportunity of running a DATELINE ad in the special “Show Issue” as we sold for that event. We created tie-ins between discounted ads in the conference show guide if a company also purchased a full-page DATELINE ad for the Show Issue. And, at the event itself, we’d recognize advertisers by delivering a “Thank you for Advertising in DATELINE” sign for them to display in their booth.