Advertising Value

[walsfeo]

On Board Games has been given the opportunity to take part in a shared advertisement with a bunch of other gaming podcasts. This advertisement would appear in a quaintly-retro dead-trees style game industry magazine.

For a number of reasons a group advert’ makes a lot of sense, from both the magazine’s and podcast’s perspectives; unless the magazine

Comments

[macklinr]

By charging podcasts for ad space the good folks producing the magazine are asserting they have greater value to us than we have for them, and that's not a valuation I agree with.

I entirely disagree with this assumption, but will have to take some time to articulate why.

[walsfeo]

You'd better answer NOW Ambassador Baconator! You don't know how long the internet will hang around waiting on you.

[walsfeo]

Righto Macklin, see my reply to Dan below. You are correct if you are going to assert the magazine didn't approach us, I didn't understand how the message got to me.

However I already had the impression I ranted above due to my previous interaction with magazines in regards to advertising. So in the specifics I might have been off, and so I'm sorry about that, but in general I'm right.

[macklinr]

I don't agree about your statement in general either

[highmoonmedia]

Circulation for Kobold Quarterly is around 5000; don't know for Level-Up yet.

[walsfeo]

They print and sell that many copies? or are they using the old way of circulation calculation? Marketing folks used to use higher numbers than the actual "sold to consumer" number because they included secondary readers as well. If I did the same thing for my podcast I'd have 4k-5k listeners.

I'd be pleasantly surprized if KQ got 5000 copies into the hands of 5000 consumers based on initial sales, without including any traditional marketing voodoo.

All of which leads me to: apparently I misunderstood who was offering the coop ad, it was coming from another podcaster, not directly from the publisher. That being said, in the past year or so game magazine publishers have asked me to buy advertisments, and then dismissed the idea of an advertisement swap.

[highmoonmedia]

Without knowing exactly, it is calculated based on PDF sales, PDF/PDF+Print subscriptions, Print subscriptions and Print sales through distro. Based on what I know of the mag from being a patron early on and some conversations with Wolf, 5000 sounds about right (I'm sure there's a bit of rounding going on to make the number more appealing, but I don't expect it is that much).

[open_design]

Kobold Quarterly is both a print magazine AND a retro-future PDF magazine. So it reaches both audiences, and takes full advantage of the internet.

I expect Level Up numbers to be at least as good if not better, given Goodman Games' marketing muscle.

The point of buying an ad would be to reach new listeners and introduce them to your podcast, though, wouldn't it? If you're not looking to expand the reach, why bother advertising at all?