Here’s the problem you face when dealing with an advertising agency. An advertising agency invests a considerable amount of time and effort evaluating and identifying different marketing options to determine what they believe to be the best media to promote their client’s products or services. They then meet with the client and make a detailed presentation that assures the client that they’ve done their due diligence by evaluating all the options before recommending which media should carry the client’s ads.

Despite the fact that your publication may be ideally suited to promote their client’s product/service;

• if the agency decided to use other media, such as direct mail instead of magazine ads, or
• if you meet with the advertising agency after they have made a media presentation to the client

it is highly unlikely that they will consider your book. After all, they would have to go back and tell the client their initial recommendations were incorrect—that they now have a better idea.   

Also keep in mind that advertising agencies rarely select an individual magazine; they create a plan that could easily include five different books plus direct mail and e-mail campaign. So even though your magazine may reach their target market, when viewed as part of their overall marketing plan, your publication may not be that important.

Once a media plan has been created the easiest and—in most cases—only way to get your publication added to the plan is to deal directly with the client.