Hello All -
I have a client that we are helping convert her offline magazine into an online publication.
She wants to know how much we think we can charge for space on her site, and where to find the advertisers, but the only problem is... I have no idea how to go about getting those numbers... or even where to start :-/
Looking for some help here with this!
Thanks my fellow STM'ers
All my best
B
Does the client have any idea of number of readers or subscribers? This is hard to gauge, i.e. the value associated with an online property that doesn't yet exist...
P.S. I deleted the other threads to keep things together... don't need dupes.
So it sounds like what you're trying to determine is CPM rate.
Look up comparable rate cards to your client's audience online (I can't offer any insight here without knowing your client's publication), in print, or use the Adwords keyword tool to determine rates for keywords tightly aligned with your client's niche. Even online publications still have conventional Media Kits available to advertisers in PDF or similar form. Query around for that.
Then if you're still not sure or want to drill it down - call up and ask some actual (likely) buyers what they see the market at. Make sure it is tied to value around reaching your client's highly coveted audience
I'm not sure what your expertise is here, but the kind of work you are talking about is more closely aligned with content marketing than AM. If you do a quick Google search you'll find tons of resources available, but I'd start my questions with a site url search on Hubspot, Content Marketing Institute and work out from there.
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Now, how to go out and sell that ad space is a whole different thread. And if you are moving her magazine online (I assume you're operating as a WebDev or marketing pro in this capacity) it's probably squarely out of your court.