LOCATION, LOCATION, LOCATION........

NoGvmnt

Okay, we've all heard the anecdote that the most important aspect of a successful business is location x 3.

Every time I read through my Coin World I come upon the full page advertisement for Midas Coins (the majority of what they sell is ICG slabs). Now, I have nothing personal against Midas Coins but I prefer not to waste my time with ICG slabs and I basically automatically turn the page without bothering to scan their layout. But, what I am wondering is, what of the dealer that advertises on the page opposite of Midas Coins page? If I were an adveritser I would prefer that my adveritsing funds obtained the best placement possible, and that would mean placement of my ad opposite what the knowledgable coin collector and/or collecting community would consider another highly respected dealer (kind of "the company you keep" strategy).

So, with this in mind, does an advertiser recieve a discount (or should he expect a discount) for placement opposite to someone who may be percieved as possibly not so respectable because of the material available in their advertisement?

Jim

ealandg

I don't sell coins, but I used to sell another product and placement is everything. In this case, they probably don't even know who'll they'll be next to. Usually you have to pay a premium to be in the front and sometimes the very back.

291fifth

The placement of advertising is often the subject of negotiation between the publication and the advertiser. The more ad dollars you spend the more clout you have with a publisher. The advertisers with the most clout will be those that run heavy schedules in several publications owned by the same publisher. I wonder if anyone has any recent direct experience with the numismatic press and can comment further on this.