if you had to choose....

placing a fiancial/money related ad in either Barrons or US Today(week-end edition)
which do you think would be better.
My thinking is
1) Barrons is more focused and targeted
2) USA today readership numbers beat Barrons by a large margin...
it cost about the same for the same time frame (weekly)
Any ideas???
Cheers
Andras


The Coach

Would depend largely on the product and intended
audience. Also, are we talking classified ad or
display ad, and what size? (This affects how much
can be said and whether you go for 1-step, 2-step,
or multi-step.)

Chris

> placing a fiancial/money related ad in
> either Barrons or US Today(week-end edition)
> which do you think would be better.
> My thinking is
> 1) Barrons is more focused and targeted
> 2) USA today readership numbers beat Barrons
> by a large margin...
> it cost about the same for the same time
> frame (weekly)
> Any ideas???
> Cheers
> Andras

Chris,
Classified only to start. The audience is investors and traders anyone who like to beat the
markets of at least not to be too bruised by it...
The product is a CD Course. Price $150.
USA today is very, very large readership while Barrons I don't know. Can't be too small either.
-Andras
> Would depend largely on the product and
> intended
> audience. Also, are we talking classified ad
> or
> display ad, and what size? (This affects how
> much
> can be said and whether you go for 1-step,
> 2-step,
> or multi-step.)

> Chris




The Trading Coach

I don't read either publication, but I'm going to
guess that Barron's has a much higher ratio of
financially savvy readers -- or, at least, it's
more likely they'd be in that frame of mind,
whereas USA Today caters to a wider variety of
interests.

Assuming your product has a very "respectable"/
credible air to it, it might do OK with a Barron's
crowd. In fact, at $150, it might be a great
introductory product for later, more expensive
back-ends (e.g., "deluxe" package, 1-on-1 consulting,
seminars, etc.).

On the other hand, I understand that some money-
making program offers do quite well in USA Today.
(I believe Don Alm has mentioned having some
success with his programs there.)

You probably want to take at least a 2-step (or
more) approach. The ad could be for free info
(report/salesletter; or audio or video w/ sales-
letter) which gives just enough value to get 'em
begging for more --> the $150 CD set. You might
also try charging $9.95 or $19.95 for the initial
info, which would weed out the freebie-seekers.
(Make it returnable after 6 mos. or refunded with
purchase of CD set. You may make more from
unreturned info-packets than from the actual CDs.
It's been done before.)

As for which publication to start with, it probably
doesn't matter. Assuming neither requires you be
locked in for several months, it's more important
that you just pick one and start testing.

Best of "luck",
Chris

> Chris,
> Classified only to start. The audience is
> investors and traders anyone who like to
> beat the
> markets of at least not to be too bruised by
> it...
> The product is a CD Course. Price $150.
> USA today is very, very large readership
> while Barrons I don't know. Can't be too
> small either.
> -Andras

Andras-

I've been involved in the sale of many "trading systems." I have several suggestions for you.

First, Barrons appeals to the upper crust investor - usually not traders. You might consider placing an ad in Investors Business Daily - they tend to target traders and momentum players. You might also consider The Wall Street Journal. And I think USA Today is a good choice as well. It would probably be my first of those mentioned.

Now, before you do any of that I think you should at least consider a couple of things.

First, you might want to take the information on your CD and break it up into 4 to 6 separate CDs and offer them in a nice clamshell or album with professionally designed cover art. Even though it's the same info, people are impressed with the "perceived value" of a "set" or "course." $149 is a pretty tough sale for a single CD unless you're a known financial guru - and even then it's a challenge.

Next, if you plan to make any significant sales your site could use a bit of work. Not a lot but some. It isn't easy to get through the copy with everything centered - try left justifying some of it. Also, you might consider allowing plenty of margin space for all of your text. Most of it is right up against your table borders now which makes for eye strain. Finally, some of the copy could flow better. There are parts I had to read twice to get the meaning and it still was a bit unclear. It would be fairly inexpensive to have a professional copywriter give it a nice spit shine.

I'm not writing to slam your work. I think you've got the potential to really do well, however, unless your site is as "user friendly" and professional as possible you're going to have a lot of quick visits - which will be a waste of your hard-earned advertising dollars in any publication you choose. Good luck with your project.

Best Wishes,
Charles Steed


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