2004 Ad Schedule

FSP's 2004 Advertising Schedule

Amy Knickerbocker • Advertising Coordinator • 2/11/04

In 2003, the FSP spent approximately $6,780 on advertising in print and online...not including some grassroot support. The 2004 budget looks to be around $10,000. Kelton, Doug and I have discussed the need to get the Project's name out in front of as many people as possible within our budget. Therefore, when researching media placement opportunities I payed special attention to the number of impressions [how many people + the frequency of viewing] we could get in each buy.

I've split the budget into General Brand Support, Issues, and an "Opportunities" budget that will allow us to move dollars around to hit the outlets that are giving us the best results.

Here's a breakdown of where we're looking to place our advertising dollars:

• GENERAL BRAND PLACEMENTS: $4,344

  • Reason Magazine: $2,744
    [print, online banners, newsletter insertions]
    4 months placement [May, June, July, August/September]
    1/3 page [2.27 x 9.33], black and white
    $611/ad for 4x placement (55,000 per month readership)
    100 x 100 button on website (1,000,000 per month)
    $75/placement in newsletter (8,000 circulation)
    Impressions: 1,088,000 per month x 4 = 4,272,000

  • Insight Magazine: $1,600
    468 x 60 (150,000 unique visitors per month)
    $500/banner ad placement
    $300/placement in newsletter (6,000 circulation)
    Impressions: 312,000 potential
    Recommended Placement: March 2004
    

• ISSUE PLACEMENTS: $2,036

  • Home School Legal Defense Association: $300*
    468 x 60 + URL/50 character text link
    3 ad slots in one calendar month
    Impressions: Varied. [Weighted percentage / 22,250/day]
    Recommended Placement: March 2004
    *Varrin Swearingen has already donated $ for this placement

  • Natthan News: $800 Back cover [9.5 x 6.75], black and white $500 for 1x placement (5,000 per month readership) Internet link included in print price (6,000 unique visitors/mo.) $50/month x 6 classified ad with logo link on advertisers' page Impressions: 47,000 total Recommended Placement: August 2004

  • keepandbeararms.com: $300 468 x 60 banner, top position, run of site 1 ad slot in one calendar month Impressions: Varied. [Weighted percentage / 10,000 guaranteed] Recommended Placement: May 2004

  • Liberty Magazine: $336

  • Cannibis Culture: $300

• OPPORTUNITY BUDGET: $3,620

  This portion of the budget would be used to address advertising opportunities as they arise throughout the year. By setting a portion of the budget back, we'll have the flexibility to adjust our strategy to move dollars to what's working.

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