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GiantPaul

Advertising in magazines

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I've sent an email to PC Gamer asking them for rates and have not received a reply.

Has anybody paid for commercials in PC Gamer or any other magazine and would like to share how much it costs?

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An email? Seriously? Try calling them on the phone. Scour a recent issue of the magazine carefully to find the contact information.

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What's wrong with email Tom? These days it's hardly a non-serious way to communicate with a company... IF your email is from a sensible domain and NOT hockeymmo@hotmail.com

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The OP says he sent a single email asking for specific rates and got no reply. Then he gave up on that route.

That is the wrong way to go, even if it was from a serious company.

Prices for ads are negotiated. They are generally also trade secrets. They can be impacted by law, with discussions about cost restricted to prevent allegations of price fixing or other violations. There is not a fixed pricing sheet that the company can email out on a whim.

Failure to understand this demonstrates that the person does not understand business, in turn meaning that they are unlikely to be an actual customer. (Actual customer, as opposed to some teenager asking out of curiosity, or a competitor trying to establish what to charge.)


Also, most sales folk still rely heavily on direct phone calls. That is another mark that shows the person understands what they are doing, and is likely to be an actual customer.


The first email -- assuming you don't pick up the phone -- would simply state that you are interested in running an ad and want to be put in touch with their appropriate marketing people. The second and third email would establish your business relationship. Then you can negotiate what is involved with the ad. Then you can begin to discuss prices and options.

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I used to book magazine advertising many years ago but haven't done so for some time (so can't advise on current rates) but I do know that ad sales people will be more than happy to discuss their rate card with you - provided they think you are actually wanting to advertise. While email is an acceptable form of communication it is also too easy for the recipient to delay responding if they are busy and can then get lost in a full inbox. A phone call is the best initial contact method as it creates a more personal relationship and you can then follow up via email.

The telephone number and name for ad sales will be listed in the magazine masthead. Phone them and they will be happy to talk to you. Rates are negotiable but the amount depends on what you are booking. If you are EA booking a huge batch of adds for the next year you will get a big discount. As a small indie booking just a handful of ads the discount will be minimal. - You could say that you aren't sure what sort of result it will generate and see if you can get an introductory rate as a test.

Having said all that I am dubious of advertising in magazines unless it is part of a much larger (EA sized) ad spend. Magazine readership has plunged and readers have become less susceptible to advertising making it much harder to get a return on your investment. It takes a long run of adverts for something to start to seep into people's consciousness to any degree.

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