Questions a Publishers' Representative Should Ask a Prospective Publisher

Outlined below are questions a publishers' representative should ask a prospective publisher. For a start-up publisher, please see start-up publisher questions below.

(1) Tell me about your publishing career experience?

(2) What market does your publication serve? - What is the size and scope of the market? - What are the projections for growth in the market? - How has the market changed in recent years and where do you see the market over the next five years? - Where can I learn more about the market?

(3) Who is your competition? - How do you compare yourself to them editorially, demographically, circulation, penetration of the market? - What part of the market do you reach compared to your competition?

(4) What are your primary and secondary advertising classifications? - Who are your key advertisers?

(5) Do you have other media or marketing opportunities that you sell in conjunction with your publication?

(6) What are your ideas on selling your publication in conjunction with your Web site?

(7) What type of sales and promotion support do you provide? - Sales materials including media kits? - What research company(s) do you use for measuring your market and your audience? - What advertising and promotion do you do in support of your publication and company? - Do you sponsor conferences, industry and/or consumer events?

(8) Who would I deal with on a day-to-day basis at your firm?

(9) Since extensive sales development work goes into the first few years of a relationship, would you consider paying a higher sales commission rate as an incentive?

(10) Given the high expenses incurred by any sales organization, would you consider the payment of a monthly fee that would be deductible against commissions earned?

(11) What are the key trade shows and industry events? Would you like me to attend? Would you cover travel expenses?

(12) What is your opinion on house accounts?

(13) Are you interested in my firm providing you services, for a fee, beyond advertising space sales? . . . administration, billing, consulting, media kit development, research?

(14) What are your expectations of my firm?

Questions for a Start-up Publisher

(1) What research was done to help prove there is an audience for the publication?

(2) Who is the audience and how do they compare and contrast to the other publications in the market?

(3) What are your sources for circulation development?

(4) What are your projections for circulation and advertising pages in the first five years?

(5) What information can you provide for media buyers to evaluate . . . market study? preaudience survey? test issues?

(6) What sales materials are you prepared to provide . . . media kit contents? charter advertising rates? dummy issue?

(7) What are the core advertising classifications? - Who are the key advertisers in those classifications?

(8) How is the publication being financed?

(9) What is your timetable for breaking even?

(10) What experience do you have with start-up publications?

(11) Since start-up publications require extensive up front work, what sales incentives and/or draw against commission would you consider offering?

(12) What are your expectations of my firm in the first, second and third year?