How To Start Your Own Highly Profitable Shopping Center Pape

How To Start Your Own Highly Profitable Shopping Center Pape



HOW TO START YOUR OWN HIGHLY PROFITABLE SHOPPING CENTER PAPERS
One of​ the​ easiest of​ all businesses to​ establish, publishing
shopping center papers-- CAN MAKE you very rich--almost as​ fast
as finding gold, or​ inheriting an​ oil well.
Revenue and​ profits come from two main sources: the​ businesses
in the​ shopping center your paper serves, and​ the​ people reading
the paper .​
It doesn't matter that there's already a​ Shopper's
Paper in​ your area, or​ that you know nothing about the
publishing business and​ don't own a​ printing press.
the​ first thing is​ to​ understand the​ specific needs of​ your
market .​
The stores, shops and​ businesses in​ the​ downtown area
advertise to​ reach all the​ people, and​ thus, they're hurting from
the competition of​ similar stores, shops and​ businesses in​ the
neighborhood shopping centers closer to​ where the​ people actually
live .​
Yet, these shopping center stores, shops and​ businesses
ONLY SERVE CUSTOMERS LIVING WITHIN a​ 5-MILE RADIUS of​ THEIR
BUSINESS LOCATION!
So, the​ thing to​ do is​ organize a​ plan, and​ then work that
plan .​
Contact the​ store owners or​ managers of​ the​ stores in​ each
shopping center in​ your area.
You can include stores or​ shops and​ businesses not in​ the
shopping center itself, but clustered within the​ same immediate
area .​
However, it's important that your emphasis be placed on the
individuality of​ each shopping center.
Explain to​ each of​ these business people that you're starting a
shoppers paper that will carry advertising only for​ businesses
in that particular shopping center .​
With this kind of​ local
advertising media, the​ competition, nor have to​ bear the
advertising costs of​ city-wide circulation.
the​ second selling point in​ your distribution or​ circulation
system .​
Take a​ section of​ your city street map; draw a​ 5-mile
circle around each shopping center; then take it​ to​ your local
quick print shop, and​ have him give you several printed copies
blown up to​ twice the​ original size.
Then as​ you're selling each business owner, show him the
shopping center location on your map with the​ 5-mile circle
around it .​
Explain that your door-to-door distributors leave a
copy at​ each home or​ apartment within that circle only .​
This
means you'll have to​ estimate how many homes or​ apartments are
within each shopping center's customer circle.
Getting your papers out to​ all of​ these homes and​ apartments
needn't be that big a​ problem .​
Simply talk with the​ 7th and​ 8th
grade counselors at​ the​ schools within the​ service circle.
Arrange to​ pay the​ counselors $15 per thousand papers delivered
for you .​
The idea is​ to​ get the​ counselors to​ line up the
students to​ do the​ delivering for​ you, and​ pay them a​ percentage
of the​ total you give him .​
The same plan can be worked with boy
scout and/or girl scout troops .​
You might even contact the​ youth
organizations at​ the​ churches within the​ service circle, and
propose your delivery operation as​ a​ fund-raising project.
At the​ bottom line, the​ businesses gathered in​ or​ near each
shopping center will buy advertising space in​ your paper because
your rates will be cheaper; you'll be carrying advertising for​ a
specific location only; and​ your distribution will be direct to
their customers only.
You can begin, and​ handle all phases of​ your business operation
single-handedly, but after the​ first couple of​ editions, you'll
make much more money by hiring others to​ do the​ selling for​ you.
Simply run an​ ad in​ your weekend newspapers, promising big
incomes to​ commission type advertising sales people .​
Word your ad
so that those interested call you on the​ phone.
When they call --get their name, address and​ phone number .​
Then
explain that you're looking for​ just a​ few top-notch go-getters
who can handle several thousand dollars a​ week in​ advertising
commissions from individual merchants located in​ neighborhood
shopping centers .​
Ask them to​ tell you a​ little bit about
themselves, and​ then invite them to​ get acquainted meeting in​ the
banquet or​ meeting room you've reserved in​ a​ local restaurant or
motel .​
Give them the​ time, and​ date, then tell them you'll see
them at​ the​ meeting.
as​ the​ meeting, show them a​ prototype or​ dummy of​ one of​ your
papers .​
Tell them they'll each be assigned a​ territory that
includes 3-shopping centers .​
You then explain/teach them the
reasons why there's big money in​ shopping center papers just as
I've explained to​ you.
Explain your advertising rates---$10 per column inch for​ a
press run/circulation of​ 5,000; $15 for​ 10,000 and/or $20 for
15,000 copies distributed---and that you pay 50% for​ each sale.
Each paper has room for​ $1,400 worth of​ advertising as​ a​ single
8 1/2 by 11 sheet printed on both sides; double that for​ an​ 11 by
17 sheet folded in​ half; or​ 4-times that much as​ two 11 by 17
sheets .​
Multiply the​ salesman's commission of​ &700 per paper
times three for​ each of​ them to​ make $2,100 per week--assuming
that you publish your papers on a​ weekly schedule.
Remember, your basic idea should be to​ create an​ individual
shoppers paper for​ as​ many different shopping centers as
possible .​
Because of​ the​ closeness of​ prospective advertisers in
a shopping center, a​ good salesman will be able to​ sign all the
stores in​ at​ least three different shopping centers in​ a​ week.
Once you've explained the​ marketing philosophy behind your
papers, and​ the​ money potentials available, you should have all
the eager salesmen you care to​ sign on .​
Remember, each sales
person is​ assigned 3-different shopping centers--you give him a
dummy of​ your paper for​ each of​ his shopping centers, with the
space availabilities marked--send him out to​ fill those spaces
with paid advertisers--and you'll both be home free!
Whenever possible, ask for​ and​ get your money up-front or​ at
the time of​ the​ sale .​
In many instances, this won't be possible,
so you'll need some sort of​ standard contract .​
a​ short visit to
your local community college advertising department, or​ your
local public library for​ a​ look at​ a​ few instruction books on how
to draw up a​ space advertising contract, will give you a​ form to
copy and​ use as​ your own .​
Billing your advertisers at​ the​ end of
30-days will bring in​ lots of​ sales, but it​ will also require a
bookkeeper/secretary and​ statements as​ well as​ letterhead
envelopes and​ postage.
Allowing your advertisers to​ buy now and​ pay later will also
require that you allow your salesmen to​ draw against the
commission they have coming .​
This too will present some special
problems, namely a​ need for​ operating capital .​
Most of​ the​ time
you'll be able to​ sell or​ factor your accounts receivable for
about 80% of​ the​ total due .​
When you do this, you'll be giving up
another 20% of​ your gross income, but you will have immediate
cash available .​
The thing you must do is​ weigh your operating
costs against the​ overall benefits and​ make your decision based
upon these factors.
the​ design, layout and​ production of​ your paper should be quite
simple .​
Visit a​ local stationary and/or office supplies
store---pick up a​ blue printers pencil, some larger transfer
(rub-on) letters (either 60-point or​ 72 point size should be
sufficient for​ your needs), and​ also--pick up a​ pad of​ fade out
graph paper and​ a​ roll or​ two of​ border tape.
Use the​ rub-on letters to​ print or​ write the​ masthead or​ title
of each of​ your shopping center's papers at​ the​ top of​ the​ graph
paper .​
With your border tape and​ razor blade, make a​ U-shaped
frame around the​ page, a​ half inch in​ from the​ outside edge of
the paper.
if​ you're getting started from your kitchen table, and​ using
a typewriter, make sure your type is​ elite or​ the​ small type.
Now, measure the​ inside of​ your frame from the​ bottom of​ your
masthead to​ the​ top of​ your border tape at​ the​ bottom of​ your
frame; and​ from side to​ side, measuring from the​ inside edges of
your border tape along the​ sides .​
You should end up with a​ space
9 1/2 inches deep by 7 1/2 inches wide.
Take these measurements to​ your local print shop and​ ask them
for the​ dimensions of​ a​ space 30% larger .​
This should amount to​ a
space 10 3/4 by 13 1/2 inches--so ask him for​ some 11 by 14 inch
paper .​
Scrap paper that has a​ clean backside will do quite
nicely.
With your blue pencil, lay out a​ frame 10 3/4 by 13 1/2
inches--then divide the​ 10 3/4 width into seven equal columns.
Run the​ paper into your typewriter and​ type out the​ classified
ads you have set .​
If you have a​ camera ready ad that's too large
for your regular column dimensions, paste it​ into position on
this sheet .​
When you have this page all written or​ pasted up,
take it​ to​ your printer and​ have him reduce it​ to​ 70 % of​ its
current size and​ run off a​ couple of​ copies for​ you .​
Cut out this
reduced copy and​ paste it​ inside your master frame, add any
proper sized camera ready ads and​ you're ready to​ take your paper
to press.
Almost all shopping center papers start out as​ one page
circulars printed on both sides, and​ put together on the​ kitchen
table as​ I've described here .​
Working alone and​ trying to​ start
from scratch, you probably won't have all your available space
sold when you go to​ press .​
If this is​ the​ way it​ works out for
you, simply fill in​ the​ empty spaces with ads of​ your own.
Promotional ads inviting people to​ call you, for​ example, for
ad rate information, and​ to​ place their ads.
Also, some of​ your better mail order offers .​
In order to​ give
the impression of​ lots of​ ads from lots of​ different people,
enlist the​ help of​ your relatives and​ friends--allow them to
advertise a​ for​ Sale or​ Trade item free .​
It's important that you
seemingly have ads from a​ lot of​ different people with lots of
different phone numbers and/or addresses listed.
for​ these classified ads, you should charge $1 per line, and
hence, the​ name dollar Papers .​
Don't forget, your second source
of income will be garnered from people who have seen or​ read your
paper, and​ place ads of​ their own as​ result.
Once you've got separate pages--a front and​ a​ back--for your
first paper ready, simply take it​ to​ your quick-print shop and
have run off the​ number of​ copies you've promised to​ circulate
for your advertisers .​
Have him print it​ on yellow or​ orange 20
pound bond, or​ even recycled construction paper.
Until you really get rolling, you can hire a​ couple of​ kids to
hand out your papers to​ everyone as​ they drive into the​ shopping
center parking lot, drop off a​ stack for​ check-out stand
giveaways at​ each store or​ shop in​ the​ shopping center, and/or
persuade a​ couple of​ newspaper carriers to​ include one with each
newspaper they deliver .​
Another fast hand-out method is​ to​ hire a
student to​ give one to​ each bus rider as​ he gets off the​ bus at
busy park and​ ride locations.
as​ your shopping center papers become known, you take on sales
people to​ do the​ selling for​ you; when you have more space to
handle the​ requests for​ advertising space, contact a​ larger
printer who works with web presses and​ news-print paper .​
Look
around, and​ you'll find one who'll handle all your typesetting,
layout, printing and​ even bulk delivery to​ your distribution
pick-up points .​
Expanding to​ tabloid production will lower your
production costs, give you greater efficiency and​ result in​ more
profits for​ your business.
Where there is​ really tough competition, many publishers of
Shopping center Papers include stories about the​ shopping
center---what the​ land was used for​ before it​ was developed as​ a
shopping center---profiles on the​ different store owners, where
they're from and​ what they did before opening their store or
shop---and news of​ community interest within the​ customer circle.
Many increase their incomes by running mail order opportunity ads
from dealers in​ all parts of​ the​ country.
Basically, shopping center paper is​ the​ same as​ a​ mail order ad
sheet .​
The big difference is​ that it​ serves as​ an​ advertising
showcase for​ a​ small circle of​ merchants in​ a​ specific area, and
is circulated among the​ people most likely to​ do their shopping
in that specific small circle of​ merchants; each circle has a
need for​ an​ advertising showcase of​ its own, and​ it​ will be to
your benefit to​ turn away advertising requests from merchants
outside that circle.
the​ only advertising you'll have to​ do is​ via the​ quality and
image you project with each issue or​ edition of​ your papers.
There are a​ number of​ popularity-building promotions you can, and
should run: Free ads for​ baby sitting and/or child care services;
$100 worth of​ free groceries if​ the​ shopper spots his picture or
name in​ your paper; and​ free merchandise or​ service for​ solving
picture puzzles .​
Don't look for​ much free publicity or​ help from
newspapers, radio and/ or​ TV stations in​ your area--at least, not
until you're very well established, because you are in​ direct
competition with them.
as​ mentioned earlier, this is​ an​ easy business to​ organize,
requires no special education or​ training, and​ will pretty much
perpetuate itself once you're beyond the​ start-up stages .​
The
important thing of​ course, is​ the​ opportunity for​ at​ least one
such paper in​ even the​ smallest communities .​
The profit potential
in even small to​ medium-sized cities is​ almost beyond belief...
You have an​ idea, and​ I've provided the​ organizational details
to make it​ work for​ you--- it's working very profitably for​ a​ lot
of entrepreneurs in​ a​ number of​ locations around the
country---the only thing missing now, is​ action on your part .​
get
with it, and​ start enjoying the​ fruits of​ your own success!




Related Articles:




Powered by Blogger.