Norwegian magazine Veivalg (advertising in)

[Paul Frost]

I'm looking at placing an advert in this magazine for the Scottish 6 Days but the cost is £750 for 1 half page.

This is a considerable amount from my budget and I wondered how important/significant this magazine is to Norwegian orienteers. There were about 150 Norwegians at 2009 event.

Do they already list major international events in a calendar type page or is an advert the only way to get seen in Norway?

We already have an advert on the OPN website that has had 41 clicks in the last month.

[SJC]

How many extra competitors would the advert need to attract to the event to make it financially worthwhile ?

[Paul Frost]

That's a good question, and I tried to answer it myself before I posted my question.
The problem is how to calculate it.
There is no specific profit margin attached to an individual entry to divide the advert cost by. After all, this is a non-profit organisation, and its main aim is to cover the costs. So the entry fee is set based on the expected costs divided by the expected number of entries.
We would expect some of those entries to include Norwegians (ie. there were 150 last time).

An adult entry for the week costs £84 before 31st Jan, so if for arguments sake you said £8 of that was profit, then it would need an additional 90 entries to pay for it.

The question is how many Norwegian entries would you get with and without the advert?

Or perhaps the real question is how many do you lose by not placing an advert?

[Oldman]

Half the money I spend on advertising is wasted: the trouble is I don't know which half.
(John Wanamaker)

[Arnold]

yes but you need to look at marginal (extra) profit, not average profit.
so while the average competitor brings you £8 out of the £84, the marginal competitor might bring you closer to £70 or more, the only extra cost they generate being a few maps. So on that count you only need 10 extra ones.

But the other question that needs asking is what else could you do with your £750 - there might be other places to advertise that would bring more competitors.

I realise neither of this answers your question of how many people actually read Veivalg...

[Paul Frost]

That's the problem with trying to work out if the advert will pay, how many EXTRA entries with a higher "profit" will it generate.

I had hoped that there would be some people with knowledge of the Norwegian scene that could provide some insight into the question.

[Spookster]

That's the problem with trying to work out if the advert will pay, how many EXTRA entries with a higher "profit" will it generate.

I had hoped that there would be some people with knowledge of the Norwegian scene that could provide some insight into the question.

I'd have thought some posts on the Norwegian equivalent of Nopesport would be a lot better value for money! Gut feel says £750 is far too much to be worth doing.

[Paul Frost]

I placed one on http://www.opn.no and that was €300 for 4 months.
That has had 41 clicks in the last month.
The NopeSport one had 91.
World of O calendar listing had 183.

Is OPN the equivalent of Nope in Norway?

[Big Jon]

There are vast numbers of older Scandis who love travelling abroad and orienteering in different countries. I suspect that families and oldies are more likely to come on the back of an ad in a magazine than on a web-site.

[Paul Frost]

I agree that there are a number of orienteers who do not visit orienteering websites and magazines are a way of getting to them but...

Magazine advertising is expensive and researching which magazines are likely to offer a good "return on investment" is difficult, hence the reason for this thread.

I'm not against paper advertising but it would be irresponsible to spend vast amounts of money without querying its value.

[Mrs H]

Does the Norwegian Federation put out any national literature to it's members in any form that you could be sure is seen by the majority of members ?

[epocian]

Would the Norwegian O federation put a link to Oban 2011 on their website?
http://www.orientering.no/Sider/default.aspx

You could ask for nothing!