How to Negotiate the Best Advertising Rates
From newspapers to magazines, radio, television, Internet and direct mail, there are about as many ways to spend your company's advertising budget as there are dollars in it. With a few tricks, like buying in bulk or advertising in off times, you can reduce your overall advertising expenses. Advertising agencies and other media buyers get discount rates all the time, and often, if you just ask, you can get those rates for yourself. Get quotes from all the media outlets in town to make sure you get the best deal.
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Instructions
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Bundle services to negotiate a better rate. Talk with sales representatives at the media outlets targeted to your audience. See what other services they offer, like color printing, direct mail or coupon mailers. Get a few quotes from different companies to compare rates.
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Purchase radio advertising during "dead times" like after major holidays. It may be harder to get a bargain in radio, since there is a specific amount of air time to be sold. If demand is up, prices will be too. Working with smaller radio stations works to your advantage in price, but your message may reach fewer listeners.
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Advertise on television in the spring, when networks plan their annual broadcast schedules. They like to see slots fill up quickly and will likely cut you a deal or present a cheaper package.
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Provide press-ready art to avoid design fees on a print ad.
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Buy in volume. Work with an advertising agency or other media buyer if you want to purchase large amounts of advertising. Often these companies have more negotiating pull because of the large volume purchased.
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Ask for the agency rate, which could save you 15 percent or more. The sales rep may not like it, but will likely give you the discount rather than lose your business. This may not work, but it's worth asking.
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Sign an extended contract and ask for a frequency discount.
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Ask for free color, or four colors for the price of two, on a print ad or targeted distribution piece.
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Ask for web advertising to be included with the original quote for newspaper, radio or television rates.
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