Get With the Program
Distribution
There are only two options: Give a program to all fans or charge a small fee. The fee option may generate some revenue, but it is not likely that most fans will make a purchase. You can increase the odds of selling your programs if you run lucky program promotions or prize give-a-ways to those with programs.
Advertisers want as many fans as possible to see the program. If you sell an ad to a business, tell them there will be 1,500 people at your event, and sell only 100 programs—you will have an unhappy advertiser!
I recommend giving your programs away to the fans. It is easier (no need to hassle with sales), and your advertisers will appreciate it. Even though you hand out programs free, it is still wise to have a promotion that requires fans to look at the ads. One successful promotion is having each advertiser contribute an item as a prize. Then print "You're A Winner" stickers and place them on the ads. When fans look at their programs and see they have a winning ad, they redeem it for a prize at the announcer's table.
Contents
You have decided to produce a program, and now you must choose what to include in terms of "editorial" content. Here is a list of possibilities:
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Player Profiles
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Coach Profile
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Season outlook
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Schedules
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Team photos
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School records
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Recap of last season
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Profile of opposing teams
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Picture of Cheerleaders, Pom Poms, etc.
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Information on your sports marketing program, DECA
Pricing
Pricing ads for your program can be a challenge. You will need to determine your costs and then determine "what the market will pay." Let's assume you have a professionally printed 12-page program on 11" X 17" paper. (three pages of 11" X 17" will result in 12 pages in a program when folded).
You will contact a printer in the community for a quote on a camera-ready program in a quantity of 500 and 1,000 (or whatever your attendance goal is). The quote is for $390/$780. Let's use 1,000 for our example.
Of your 12 pages, if you use a 50-50 editorial/advertising ratio, you will have:
1 page as a cover
5.5 pages of editorial copy
5.5 pages of ads
Based on the above, you need to generate your advertising revenue from 5.5 pages. To break even, you must charge about $150 per page. Of course, you want to do more than break even, so the following example will provide you with profit as well (this is only an example and must be adjusted to work in your community).
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Full-page $300
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Half-page $160
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Quarter-page $90
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Eighth-page $50
Your revenue will be from $1,660 (5 full-page and a half-page) to $2,250 (all 1/8 page ads). If you subtract your cost of $780, your profit will be between $880 and $1,470.
You might also consider "patron" ads. These are two-line listings that include the name of the business and address/phone number. Typically selling for $20.00, patron ads can generate additional revenue and be sold to individuals and companies.
Is that enough profit?
You have to be the judge. You may be in. a community that will support significantly high ad prices. Or, maybe the example is over-priced for your local businesses.
A final Word on Programs
There are other options in terms of formats. I have seen programs that included information the fans would appreciate, and event sponsors were the only advertisers. For one event, we used a one-page "program" with essential information and the logos of our corporate partners.
Doing a program can add to your bottom line and help your event take on a professional feel. However, understand there is a lot of work involved in creating a professional-looking program, including many deadlines! If you decide to include a program for your event be sure to make a firm commitment.