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TYPICAL COST/RESULTS COMPARISON BETWEEN

PAID SPACE ADVERTISING AND EDITORIAL PUBLICITY

Paid Space Advertising: The AJAX COMPANY places (12) quarter page black and white ads in national publications of 100,000 reader circulation:

(12) x $ 1,200.00 = $ 14,400.00

Ad Prep Costs = 1,000.00

They place (4) half page full color ads at a cost of:

(4) x $ 2,400.00 = 9,600.00

Ad Prep Costs = 1,400.00

Total Annual Print Media Costs = $ 26,400.00

Results: They purchased and received (3) pages of black and white space and (2) pages of full color space.

They received (600) inquiries. A cost of $44.00 per inquiry!

New Product Releases & Editorial Publicity: The JOHN DOE COMPANY engaged a good industrial publicity firm for a monthly news release program:

(12) monthly news releases at $1,200.00 each = $ 14,400.00

Professional Photography = 1,200.00

Total Program Costs = $ 15,600.00

Results: They received a total of (120) free editorial write-ups in the course of the year in (20) different national trade publications with circulation's ranging from 15,000 readers to 200,000 readers! They were printed (20) times in full color and (100) times in black and white. They received the equivalent space of (3) pages of full color and (15) pages of black and white.

They received (3,000) inquiries. A cost of $5.20 per inquiry!

Question: Is editorial publicity an important part of your program?

Fact: Editorial based new product publicity out-draws paid space advertising by a substantial margin! There is no comparison!

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