Whatever he must do had better be

Write and ask for sample copies of the magazines you have tentatively chosen to place your advertising in. Look over their advertising be sure that they do not or will not put your ad in the gutter which is the inside column next to the binding. How many other mail order type ads are they carrying you want to go with a publication that is busy not one that has only a few ads. The more ads in the publication the better the response the advertisers are getting or else they would not be investing their monetary resources in that publication. The least effective are the ad sheets. Most of the ads in these publications are exchange ads meaning that the publisher of ad sheet A runs the ads of publisher B without charge because publisher B is running the ads of publisher A without charge. The claimed circulation figures of these publications are almost always based on wishes hopes and wants while the true circulation goes out to similar small parttime mail order dealers. Very poor medium for investing advertising dollars because everybody receiving a copy is a seller and nobody is buying. When an ad sheet is received by someone not involved in mail order it is usually given a cursory glance and then discarded as junk mail. Tabloid newspapers are slightly better than the ad sheets but not by much no kidding. The important difference with the tabloids is in the helpful information articles they try to carry for the mail order beginner. A fair media for recruiting dealers or independent sales reps for mail order products and for renting mailing lists but still circulated amongst sellers with very few buyers. Besides that the life of a mail order tab sheet is about the same as that of your daily newspaper.

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