Remnant space advertising is perfect for small businesses with small advertising budgets. It’s also a great way to test a new advertising outlet.
What is remnant space?
It is print (magazines, websites, newspapers and newsletters) or air (radio and television) advertising space that is left over and sold at a discount at the last minute.
Since unsold advertising time and space is “lost”, media companies will often accept far less than their usual retail prices to unload remnant space. This means you can buy advertising at a substantial discount, usually 40-90% off.
Most media outlets provide rate cards and editorial calendars either on their website or by request. A rate card features the organization’s advertising rates, deadlines, artwork specifications (specs) and sometimes payment terms. The editorial calendar shows the major editorial features planned for forthcoming issues of a magazine or newspaper. It’s used by the publication’s advertising department to attract advertisers. For example, if Parents plans to print an editorial feature on highchairs, then manufacturers of highchairs and feeding accessories might want to place advertisements in that issue.
Be prepared for remnant ads by having a graphic designer create a few ads in different sizes for you.
You can learn everything you need to know about how to capitalize on editorial calendars and how to get the most out of your advertising and marketing efforts in Get Famous.