If you think your brochure or flyer will never be displayed back to front or left lying on a table on its front, then ignore this article and continue living in your fantasy world.
In the real world both of the above do happen. Ignoring the selling power of your back page is a sign to the world that you have money to burn. Who but someone above the rough and tumble of the market place can afford to leave the second hottest page of their brochure blank ? Well, one of my favourite theatres, it seems. I’m not going to name them but I can assure you there were some great shows in their season that could have benefited from a plug on the back page. If that’s too vulgar, the least they could have done is put their name at the top so that someone seeing the back would know to pick it up.
In viewing terms, your back page is page two. That’s why magazines charge advertisers more the back page than any other. Here are two random examples. The Lady charges £2750 for a standard full page but, if you want the back page, it will cost you £3450. Private Eye charges £6000 for a full page and £7200 for the back cover. Enough said. A picture is worth a thousand words so here are three.
To remind you, the other hot spots are the inside covers and the centre spread. Please don’t waste them with seating plans, terms and conditions or a list of sponsors (unless they’re paying you a lot of money). Here are two more marketing articles I’ve written on producing brochures 7 Ways To A Winning Brochure and A step-by-step guide to producing a season brochure.