Entrepreneur,Advertising,Sheet business, insurance Entrepreneur: Advertising Ad Sheets Equal Big Profits

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Publishing and distributing a mailorder ad sheet can be very profitable. They are simple and easy to produce, with most quick print shops able tohandle the printing at fairly low cost. The important consideration is that you can use them to pull inadvertising dollars for yourself, as a free advertising media for your ownproducts, and as an exchange medium with which to get greater exposure for yourown ads.             Before starting an ad sheet, youshould plan it all out - decide on an interesting, informative title, choose amasthead, lay out your columns for size, determine if it is to be a simple 81/2 x 11 single sheet of paper or an 11 x 17 sheet folded in half.  You'll also need to know your production costfor the number you intend to have printed, and the postage cost to mail themout.             Most ad sheets start out as singlesheets of paper, 8 1/2 x 11, printed on both sides.  Usually, the front side is divided into threeequal columns about 2 1/4 inches wide, with a 1/2 inch margin from the edge ofthe paper on both sides and top and bottom.             Assuming that the space occupied byyour title, masthead and listing of rates for advertisers interested in placingan ad with you is two inches deep, this leaves you about 24 inches ofadvertising space to sell on the front side. Figuring a cost of $50 for 1,000 copies of such an ad sheet, printedboth sides, and a third-class bulk-rate postage of $110, this means that your24 inches of ad space will have to be sold at a rate of $6.25 each in order tobreak even.  This means:  You have to sell all of the ad space on thefront of your ad sheet at $6.25 per ad - and then expect to make your profitsfrom the sale of the back side of your ad sheet.  Actually, it would be feasible to charge$7.00 per inch for the space on the front side, and carry your own full page adon the back side.  At any rate, don't boxyourself into a loss situation where you can't afford to place your own ads in yourad sheet.             You get ads by making up anadvertising solicitation sales letter and sending it out to as many mail orderdealers as you can find.  You can alsorun ads in other people's publications, inviting the readers to check with youregarding placement of an ad in your publication.  And of course, you'll be wanting to work outsome exchange advertising deals (whereby another publisher runs your ad in hispublication, and you run his in exchange). From the experience of many, many publishers, this can be one of themost effective ways of getting your ads run, at low/no cost, and it isrecognized to be successful in the field of Mail Order.             You probably won't be able to fillup all of your available ad space with paid ads until you are well established- but no problem - first you fill your ad space with paid ads, and then youfill in the empty space with ads of your own. Some beginning advertisers fill a part of their empty space withcomplimentary ads for other mail order operators, send them a copy of the issuein which the complimentary ad appears, and invite them to continue the ad on a"paid" basis from there.  Manyof them will appreciate the favor and send you a check or money order tocontinue running the ad.             If you undertake the publication ofan ad sheet, be sure to consider the possibilities of sending out 100 to 1,000copies of your ad sheet to other mail order operators to rubber stamp theirnames/addresses as co-publishers and mail out for you.  Thus, if you had 50 other mail order operatorssending out 100 copies each of your ad sheet, you'd be talking about acirculation of 5,000 copies plus the number of copies you mail out.  If you can get this kind of program going,you'll quickly build your reputation as well as your circulation, and at thebottom line, your profits.             Some ad sheet publishers, oncethey've established themselves and are putting out an impressive publication,set up distributor networks.  Generally,they run ads calling for distributor/dealers and asking for a $5 to $10registration fee.  In reply to theregistration application, they send out a letter explaining that eachdistributor can buy at half price, so many copies of each issue of the adsheet, rubber stamp their name on each copy, and send them out as their own.  In return, the distributors usually get 50%of the incoming advertising orders, a half-price ad for themselves, and anopportunity to sell subscriptions.             The bottom line relative to becominga successful ad sheet publisher has to do with keeping your production costs -printing and mailing - as low as possible, while putting out a quality productthat other people in the mail order business will want to advertise in - whileat the same time using it as an advertising/selling vehicle for your ownproducts.             Everyone involved in mail orderselling should have some sort of ad sheet - if for no other reason than as ameans to an end - an advertising vehicle for your own products, an extra incomeform advertising revenues, and as an exchange media with which to gain greaterexposure for your own products in other people's publications.  Once you've got an ad sheet, or any kind ofpublication set up and being seen by other mail order operators, you'll quicklygain stature and a certain amount of prestige.             As with any business, your ultimatesuccess depends on your own feasibility studies, and your"sharp-pencil" planning completed before you order your first issueprinted.  Think about it, weigh the pro's& con's, then go with your decision.