In the following Gary Halbert newsletter:

http://www.thegaryhalbertletter.com/...profitable.htm

Gary talks about a woman named Nancy Jones who sent a letter to newspapers in buying space ad on stand-by for much cheaper. The letter she wrote (which is reprinted in Gary's newsletter) targets newspapers who do not offer stand-by advertising and tries to convince them to offer it to her.

My question is (as this particular newsletter was written some twenty plus years ago), is this still relevant today? Or do all newspapers offer stand-by advertising today?

The reason I'm asking is because I was thinking of recommending this approach to a client (they run newspaper space ads all over the country and are quite expensive and digging deep into their pockets), but if it's old news or not relevant anymore, then obviously I don't want to appear "out of touch."

While I've used newspaper space advertising, I don't buy enough of it often enough to investigate this approach for myself.

I would appreciate any comments from anyone who regularly uses newspaper space ads or knows about stand-by advertising.

Thanks!

John

It might be quicker (and more accurate) to call a couple of papers in your area (or your client's area) and just ask them. Even if responses here say "Yes, it's still done," that might not mean that the papers you'll be dealing with do it.

Thanks, Bonnie. I thought about doing just that (and I probably will), but short of spot-checking newspapers all over the country (that's where they advertise), I wasn't sure I would get a sizeable enough sample.

However, if I find some that do offer it and some that don't, then I suppose my question would be answered.

Anyone else, feel free to jump in as well.

Thanks!

John

John,

The key to that whole deal was the sending of a check along with the letter. The presupisition is "it's hard for a paper to turn down money"

According to that premise I think it would still fly.

Explain to your client you're going to let them in on some really underground space ad buying tactics. Explain the deal...why it works...but also explain the worse thing that can happen is they don't cash the check.

If they are able to secure space at the discount rate...and you write the ad that pulls in a decent ROI...than you're now their new go to guy.

Great place to be.

Also, if it works you can go into round 2 of your underground tactics and reflect back on the Michel Fortin, Gary Halbert interviews where Gary talks about advertising the advertising.

Again...because you're revealing these industry secrets you'll automatically be elevated in your clients eyes. They'll perceive you as a marketing-medic.


Now...with that said...do what JP said and start the thread on the fax blast.

Zachary Romero
www.backdoorcopy.com

Nancy Jones is still in business and getting good deals for clients.

I've used her myself and refer clients to her.

She's one sharp lady.

Thanks, folks! I think this client is going to be pleasantly surprised!

John

Harlan, you weren't kidding!

I think I learned more about newspaper advertising in a 15 minute phone call with Nancy than I ever thought possible! She is extremely nice and definitely knows her stuff.

I think my client will be thrilled to learn that he's paying about 3 times as much for a 4 x 4 inch space ad than she can get him for a quarter page ad!

John