Direct Publishing, Inc.-FAQ

DEALER SHOWCASE • MOTORING EXCELLENCE

Frequently Asked Questions

Q. How are your publications distributed?: We mail our publications directly to your targeted market so you reach only your car buying demographic.

Q. Who can advertise in your publications?: Only franchise dealerships can advertise. This allows you to advertise in a controlled environment while maintaining your specific market position among first class dealerships.

Q. How frequently is each publication mailed?: Our publications are bi-monthly for consistent, not overdone, market contact.

Q. Why not publish more frequently?: Our publications are of the highest quality and will have a long shelf life, not discarded like traditional direct mail. Automotive statistics show that automobile purchase decisions are made in a 2 to 5 week period from initial desire to actual purchase. Multi-zone distribution will have issues spaced approximately one week apart to promote more even activity.

Q. What is the distribution for each mailing?: Depending upon the target market, our mailings are broken down into zones of 10,000+ households. The number of zones in a market are based on the size of the market and the desired mailing list.
Click here for Distribution page.

Q. How do you decide who gets the mailing?: The target market will be a blend of the appropriate income earners, credit ratings and other factors that make our special mailing lists really work for you.

Q. What about updating the mailing lists?: Mailings will be frequently updated to keep fresh. There will be no wasted advertising reaching the wrong audience. You will directly reach your ultimate targeted demographic.

Q. How do you keep the cost so amazingly low?: By grouping your dealership with others of the same caliber we lower the expense of maintaining contact with your desired customer. We call this “shared expense.” This gives your dealership the ability to reach more qualified clients for far less than any other form of advertising without a damaging impact to your overhead.

Q. How much does it cost to advertise in one of your publications?: It depends on which publication and which market, but a typical full color, single page ad will usually cost between $0.15 and $0.20 per household for a single zone of 10,000+. See Ad Rates.

Q. I see that there are discounted rates. How does this work?: All ad rates except the front cover are discounted by 1% each time an ad is run – up to a maximum discount of 25%. For instance, you may want to run a 2-page spread for the entire year (6 issues). You also decide you want to run in two zones. To calculate your discount, multiply 2 pages times 6 issues times 2 zones (2 x 6 x 2 = 24). Your discount on all ads is 24%. For zones in your area see Distribution.

Q. How do I purchase the front cover?: First you must be running an ad on any of the inside pages. The cover must consist of a photo of a vehicle that will fit appropriately within the existing cover format. The cover photo can have minimal descriptive text and is referenced to your ad inside the publication. We reserve the right to control the quality and content of the ads.

Q. Can you give some examples of competing prices?: Ad costs vary all over the place depending on the methods used and who you want to reach. Currently you may be running a direct mail piece that is a single sheet folder in 2 colors that costs you $0.60 each for a mailing of 10,000. Most of these pieces go into the trash before anyone even looks at them. Maybe you are running newspaper ads. These ads are very expensive and are read by only a small fraction of the people receiving the newspaper. The newspaper gets tossed into the trash daily. Radio and TV ads are similar in that they are expensive and have no shelf life.

Q. What’s the difference between the two publications?Dealer Showcase and Motoring Excellence?: DEALER SHOWCASE is designed to provide mid-priced franchise auto dealers with an extremely cost effective means to generate sales results using effectively directed mail.
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MOTORING EXCELLENCE is geared toward providing luxury franchise auto dealers with the highest quality publication resulting in a cost effective means to generate sales. This high quality publication goes only to qualified buyers.
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Q. How can I learn more about your publications?: Call us at 407-366-7627 and a representative will be happy to discuss your specific needs, or click on info@directpubinc.com to Email us.

DEALER SHOWCASE • MOTORING EXCELLENCE

info@directpubinc.com
Phone:407-366-7627
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