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Q: What is a form? Q: Can I buy less than one form? Q: What is a form break charge? Q: What is a surcharge? Q: Can I insert into a co-op FSI? Q: What is a surcharge trade-out? Q: Can Echo Media negotiate a surcharge trade-out for me with the newspaper? Q: Is there a recommended test quantity for co-op FSI buys? Q: Are all co-op FSIs distributed via newspapers? Q: Who advertises in co-op FSIs? Q. What is a co-op FSI? A. A co-op FSI is a four-color, multi-page, free-standing booklet featuring coupons, refunds, sweepstakes and other promotional advertising. It is an ideal vehicle for consumer packaged goods, retail services, franchise foods and direct response print campaigns where the broadest possible reach is critical to the success of the campaign. top Q. What is a form? A. In co-op FSIs, a form is a group of newspapers, and in some cases, just one newspaper. Forms are always in the same region and in adjacent markets. Forms only apply to co-op FSIs that are distributed via newspapers. top Q. Can I buy less than one form? A. Yes, for an additional charge known as the “form break charge.” This applies only to co-op FSIs that are distributed via newspapers. top Q. What is a form break charge? A. A flat fee that is applied to advertisers wanting to run an on-page ad in co-op FSIs in less than a full form. This applies only to co-op FSIs that are distributed via newspapers. top Q. What is a surcharge? A. For FSIs that are distributed via newspapers, the newspapers pass on surcharges to recoup dollars they feel are being lost due to a particular advertiser running in the FSI instead of directly with the paper. Surcharges are usually passed on to “non-traditional categories,” such as financial, insurance, retail, ISP/e-commerce, telecom/satellite/cable and some others. Surcharges vary for half and full pages and blow-in inserts. top Q. Can I insert into a co-op FSI? A. Yes, most co-op FSIs can accept inserts. Inserts running in co-op FSIs are referred to as “blow-ins.” top Q. What is a surcharge trade-out? A. A surcharge trade-out is the opportunity for the advertisers to use the dollar value of a surcharge towards advertising directly with the newspaper. Effectively, these surcharge dollars are "traded" for ad space, ensuring continued revenue for the newspaper. For so many dollars of advertising revenue, the "surcharge" will be waived. top Q. Can Echo Media negotiate a surcharge trade-out for me with the newspaper? A. Yes, Echo Media has a strong history of negotiating surcharge trade-outs with both ROP and insert contracts. top Q. Is there a recommended test quantity for co-op FSI buys? A. For on-page ads, it is recommended that at least one million circulation is tested, unless the program requires a larger minimum buy. For blow-ins, 250,000 to 500,000 pieces is an average test. top Q. Are all co-op FSIs distributed via newspapers? A. No. Although newspaper delivery is the most common distribution method for co-op FSIs, some are inserted into local coupon magazines across the U.S. and direct-mailed to homes via saturation mailing and others are distributed in retail stores. top Q. Who advertises in co-op FSIs? A. Mostly consumer packaged goods, brand advertisers, retail services, franchise foods and direct response marketers. top ©2005 Echo-Media.com. All rights reserved. Media properties represented on this site are not owned by Echo Media. Site Map |