Bringing You to the
Midwest’s Doorstop!

Display Ads

The Midwest Display Network (MDN) was the brainchild of several members for a number of years.  Even though, several members wanted to start the display program to compliment the classified program (MCN), there were varying opinions on how to price the ads in a way that was fair to all the members.  Several plans were discussed.  Many plans were presented.  Time went by and nothing was being done.  In 1991, one of the MFCP’s up and coming members took the project on and ironed out the details and started the MDN program as it is know today.  That person was Greg Birkett.  The plan was to the point and easy to understand.  The rates were based on the local open rate of each member.  From this came the selling commission and the commission to MFCP.  The receiving paper received the balance.

The same plan is still in place today.  The selling publication is paid a commission of 15% for selling the ad.  MFCP is paid 15% for sending ads out (by PDF or U.S. Postal), insertion orders and sending the members payment for the ads.  The receiving publication has no sales cost, no composition cost and no worry of payment from an out of area advertiser.  The receiving publication is paid based on the local open rate less 30% with basically no sales or production costs.  In most cases, the ad is plus business for the publication.

The success of the network is achieved by working together.  There are advertisers that are outside your area that can benefit by advertising in your publication.  The problem is the cost associated in prospecting such clients.  It would not pay to hire someone to travel to those areas and make sales calls.  Like wise, there are advertisers in your market area that could benefit by advertising in other areas.  MFCP has the program that allows you to do just that.  If you sell into another member publication, you receive a commission for doing so.  The receiving publication gets an ad without the usual cost associated with securing an ad. 

Most people’s first thought is that this is a good idea, but it will not work for my publication.  The belief is that there isn’t anyone of my clients that will want to advertise this way.  But just think of all the fairs, craft shows, antique dealers, tourist attractions, malls, manufactures, home improvement contractors, industries, auctions, etc.  that could take advantage of the opportunity to deal exclusively with your sales staff and place regional ads.

The customer is the real winner.  They place one ad, work with one sales person and pay one bill.  Everything else is done for them.  What could be easier?  How about a computer program that would figure out the total cost and distribution so that the sales person does not have to?  MFCP thought of that and does, in fact, have such a computer program.  All the sales representative has to do is call the MFCP office, give the size of the ad and what papers the ad is to run in.  MFCP will fax you a bid.  One copy is for you to give to the customer that shows the individual publication selected, distribution figures and total investment for the customer.  The second sheet has the same information, but it also shows you how much commission was earned and how much to send to MFCP.  It could not be easier!  MFCP does all the mailing/emailing of the ads and insert notices.  MFCP also sends out the checks to the receiving publications.  MFCP even collects the tear sheets to give to your customer.

Inserts

Inserts were the logical next step to add to the MDN.  In the fall of 1995 MFCP was able to place the first of many single sheet inserts into member publications.  The concept behind the insert program is just like the display ad program.  MFCP asked every member to give MFCP a rate to use when selling inserts.  From that point it was decided that the rate would be increased by $3.00 per thousand.  This is then split between the selling member publication and MFCP; each receives $1.50 per thousand.  The selling publication gets the $1.5/m as a commission and MFCP gets the $1.5/m to handle all the paper work.  The members receive the rate that they gave to MFCP.

For the most part, the members gave MFCP a rate that was better than they would give to someone just calling in for a price.  This allows the inserts to be solicited by members for member and for MFCP to solicit insert for members.

For additional demographic information feel free to contact us at 1-800-248-4061 or 319-341-4352. Or you may email Jori at jori@mfcp.org.