MORE COVERAGE, MORE MONEY

STUDENT GROUP AND FRIENDSHIP ADS

Growing in popularity in recent years, student group and friendship ads are a way to include more students in the yearbook. A group ad may be the only way the kindergartners who started together at Clive Elementary School will be in the book together or that the newspaper staff or Mrs. Nelson’s fourth period AP Government class will get a full spread to remember their group’s antics.

And it’s a great solution for the band boosters when the parents wonder why there can’t be more spreads of marching band competitions. They can have more pages. How many would they like to purchase? In some schools, it’s only official school groups that are allowed to purchase space and in others schools, any group of friends can get together to buy a page or a spread.

The idea simply calls for various school activity groups to come up with a great ad for the yearbook. Each school will have several policy decisions to make:

• Is it only official school groups that are allowed to purchase space or can any group of friends get together to buy a page or a spread?
• Is there a size limit? Are you willing to sell a spread or is a full-page ad the largest you will sell? And, what’s the smallest ad you’ll sell a group?
• Is the cost structure different for these ads than for others? Remember that you need to collect enough money to pay for the page itself and that your goal with ads is actually to earn more than that. That said, some schools do sell group ads for less than they sell business ads.

In addition to contacting the adviser or president of all official school groups, it will be important to come up with a plan for letting other groups know that student group ads are an option. Some schools only allow official school groups to purchase space, while others open such sales up to AP classes, co-curricular groups (like the band or a publications class where involvement exceeds participation in the classroom to the point that the activity is sometimes considered a lifestyle or a major campus identifier) and more. You’ll need to decide what’s right for your school. Can all seniors from a feeder school buy an ad together? Do you want to encourage ads from church youth groups, scout troops and other community organizations? What about informal groups of friends? Will you accept ads from pairs or mobs of friends?

TIP

Student Ad Contest — Create a contest to reward the student group that creates the best yearbook ad. It encourages more people to buy ads and promotes the yearbook sale at the same time! Display entries as they are submitted to encourage others to submit their own ad ideas. You might award the winners their ad in the yearbook, or provide them a discount.

PILOT, REDONDO UNION HIGH SCHOOL, REDONDO BEACH, CA

The yearbook staff at Redondo Union HS has successfully sold ads to school groups and AP classes for several years. Desiring more coverage — and control over their content — various academic classes and student groups throughout the school purchase ads to supplement the staff’s coverage of them in the book. Often times, students pictured in the ad chip in money to cover the cost. Some come up with fun themes, and others break into small groups for photos.

Redondo

ODYSSEY, CHANTILLY HIGH SCHOOL, CHANTILLY, VA

Chantilly

PINNACLE, CARMEL HIGH SCHOOL, CARMEL, IN

Pinnacle