|Steven Salerno’s latest ad page in the WORKBOOK illustration director|
I have been advertising my illustration work in the WORKBOOK illustration directory every year since about 1992 (I missed just one year in 2010). WB had always been a full sized directory book… I think in earlier years it was a 9″x12″ format… then eventually went down to 8.5″x11″, then more recently down in size again to 8″x10″. For 2011 the new page size is a compact 7″x9″!
I was skeptical at first when I first heard from long time sales rep Robert Pastore of this proposed new compact size slated for 2011. Despite my concerns, I committed to advertise with WB again in 2011 because I liked their other new change too -that this smaller directory book will come out 2 times: a spring release book and then another book again in the fall. In the past I would pay about $2,600 and have one ad page in their one large format book which came out every February distributed to about 18,000 art directors, art buyers, etc.. across the country. With this 2011 book, for the same cost of $2,600, I will have an ad image in their spring book, then another different ad image in their fall book. A double punch for the same price. Plus this smaller size book is so much easier to handle… their previous books weighed about 5 pounds! Maybe WB found that two smaller books were more profitable for them due to less paper costs, or maybe because of rising paper costs they needed to reduce the books format size just to stay in the black. And possibly shipping two smaller, lighter books is less costly compared to shipping one very heavy book.
I just received my copy in the mail of the 2011 WORKBOOK #33 directory, and feel it does indeed work well at this new “7×9” size. It is still large enough to present an image with a big graphic impact and now an art director does not need to be a body builder to carry it with them across the room, or take it home one weekend! Sure, it would be great to still have a large size ad page… but if compromises needed to be made from a business standpoint by WB, this new format works well and the added second book bonus is terrific. So now it is up to the art directors to respond well to the book, too!
Visit stevensalerno.com to view all my portfolio samples.
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