The first element to understand before making any decisions related to ad sizes, guidelines and rates is that you must sell your yearbook page for at least two to three times your cost for the page. While this may sound basic, many staffs fail to follow this advice. You can figure out your average cost per page by taking your total overall quote provided by your publisher (per copy rate x # of copies) and dividing that by the number of pages you have in your yearbook. Although this is not a true representation of your cost, since your figure will not take into account your cover, endsheets, proofs, etc., it will provide you a starting point of what your cost is for an average page in your yearbook. Take that figure and multiply it by three to get your overall selling price for a full-page ad in your yearbook. Then consider some of the methods listed below for generating additional revenue for your yearbook.
1/8 • 1/4 • 1/2 • Full Page Layout
If each 1/8 page box is $25= $200/pg
If each 1/8 page box is $30= $240/pg
If each 1/8 page box is $35= $280/pg
If each 1/8 page box is $40= $320/pg
If each 1/8 page box is $45= $360/pg
If each 1/8 page box is $50= $400/pg
This method of advertising sales is ideal for selling business ads. Most schools like this method since there is a definite breakdown in advertisement sizes to an eighth of a page, a quarter of a page, a half page and a full page. All you need to do is collect a clean business card and 90% of the time you have their artwork ready for submission. Consider setting up two different price scales: one for businesses and one for recognition ads for families. Make the business rate higher than that for families; consider lowering prices 20%–30% for parents and students.
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Offer Three Levels of Sponsorship
Gold – 15 sponsors x $200 = $3000
• free yearbook • special recognition
Silver – 15 sponsors x $150 = $2250
• ½ price yearbook • special recognition
Bronze – 15 sponsors x $100 = $1500
• special recognition
Consider the Patron & Booster Layout method of advertising if you want to raise money without using too many pages in the yearbook. In this method, you sell levels of Sponsorship that include progressively more benefits as a sponsor moves from a Bronze to Silver to a Gold level of sponsorship. Incentive ideas include such things as a free listing of their level of sponsorship in the yearbook, or a school banner in the gym as well as free admission to basketball home games; special discounts to school functions; reduced priced copies of the yearbook, etc. Make sure there is a difference in benefits between the three levels of sponsorship, and that you only have a limited number of sponsorships available for each level, so they are attractive to the purchaser. By using the figures at left, you can raise over $6,000 and use 1–2 pages in your yearbook!
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Advertisement Strips
16–20 strips on a page.
Strip consists of business name, contact information and possibly a business logo.
If each strip is $15 = $240-$300/pg
If each strip is $20 = $320-$400/pg
If each strip is $25 = $400-$500/pg
if each strip is $30 = $480-$600/pg
if each strip is $35 = $560-$700/pg
This method offers another alternative for raising more revenue without using too many pages in the yearbook. Strip advertising is very similar to traditional advertising with one exception: there is no definite size breakdown of spaces like half page or quarter page. Instead, all strips run the same size for one set investment. Since the ad strip is very wide but not too tall, the best info to include is a business name, address, phone number, and a graphic if necessary. This uniform approach works well in most books—some schools even combine these strips with traditional ads.
Survival Tip:
Consider publishing your ad rates at a high price and then offer all buyers a special discount or coupon of savings with an expiration date.
Survival Tip:
Your goal to the public should be to sell as many small ads as possible along with a yearbook. The goal should be increased coverage. Buyers who want a full page ad will tell you, but many students and parents may not have the funds for a full page. If you take a business card size ad and a yearbook and package it together, you may create an attractive package for a parent for under $100.