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Question: My husband and I
want to start an advertisement paper called Pet Gallery. It
would be geared for the pet lover, and as far as I know,
there's no paper like it in our general area. This paper would
consist of photos and bios of people's pets and would also
contain advertisements for pet cemeteries, pet shops, vets, pets
for sale (with photo), classifieds for used pet supplies,
pet-sitting services, kennels, dog training, grooming services and
upcoming pet shows. I've already found a printer outside our
area but am concerned with the layout of the paper. What else do I
need to do to get this project off the ground?
Cheryl
Mountaintop, Pennsylvania
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Answer: What a fun business
concept! As you've probably discovered, getting a new
publishing venture off the ground can take some time. There are
important plans to put in place in at least four critical areas:
distribution, sales, editorial content and layout.
Since your advertising rates will be based on your paper's
circulation and the quality of its readership base, distribution is
a key element. Not only is it important to have a large number of
readers but they must also be individuals who can use your
advertisers' services. To achieve this goal, you should set up
agreements to distribute the newspaper in the places your target
audience frequents--pet shops, groomers and veterinary clinics, for
example.
As publisher of your newspaper, your principal job will be
advertising sales. Initially, you'll need a prototype or first
issue of your publication to use as a sales tool. You may have to
offer free ads to compile this initial issue, so its publication
will require a financial investment on your part. Your prototype
issue should be presented to potential advertisers in your
"media kit," the standard tool used for advertising
sales. Contact your local newspapers and ask for copies of their
kits so you can get a good idea of the necessary content. Typical
kits include information on rates, publication and advertising
closing dates, editorial calendars, readership surveys and
testimonials.
To make your publication one readers will reach for time and
again, its content must be useful and interesting. Include features
and interviews with local pet experts and invite pet professionals,
such as a local veterinarian, to submit regular columns. As for
design and layout--these aren't do-it-yourself jobs and should
be put in the hands of professionals. It may cost more, but your
new paper will be an unproven advertising vehicle and the better it
looks, the more readers and advertisers it will attract.
Kim T. Gordon is a nationally recognized expert on home
business success. She is the author of two books, including her
newest, Bringing Home the Business: The 30 Truths Every Home
Business Owner Must Know, a top-rated speaker and an
Entrepreneur magazine columnist. For more how-to's, advice
and a book excerpt, visit www.smallbusinessnow.com.