International Byway Map Ads Up Revenues

The International Selkirk Loop byway organization raises funds to support its two-state, two-nation, byway through underwriting of map development and contracted ad sales.

Who:

The 501-c-6 International Selkirk Loop byway organization produces an annual map with the one-time support from a federal agency and an annually contracted advertising representative and designer.

What:

An annual, four-color, 18x24 inch foldout regional map brochure for the byway has become a popular item with travelers and advertisers since it first appeared in 2002. The byway map was created by a designer amalgamating elements from 20-some other maps for the region.

For more details, see How.

When:

The first map was produced in 2002. The byway organization issues an annual request for proposals from ad representatives in September. The advertising representatives work with a four-month deadline for collecting all ads. Publication design is completed in mid-February. The final printed brochure begins distribution in mid-March. The deadline for advertisers to have ads paid in full is in March. For more details, see How.

Where:

The International Selkirk Loop is a combination of four State Scenic Byways found in Idaho plus a National Scenic Byway on a Super Side Trip in Washington in the United States and in British Columbia in Canada.

How:

A $5,000 U.S. Department of Commerce capacity-building grant to the byway organization in 2002 paid for a designer to create a regional map, combining elements from 20-some other maps. The maps are distributed as a free “rack card.”

A sales representative found locally worked well for a few years. For 2006 the International Selkirk Loop byway organization Operations Director will sell ads in the U.S. and the organization’s Canadian Board President will sell ads in Canada. The board has hired a part-time office assistant to help free the Operations Director for outside sales. The personal contact by the Operations Director and the Canadian Board President is expected to have a positive impact on ad sales and public relations.

As with the previous sales representative who covered sales on both sides of the international Loop, the Operations Director and Board President will receive a 30 percent commission on gross sales.

Advertisers have to be members of the byway organization. The deadline for ad sales is January 15. New ads must be provided digitally. The byway organization pays a graphic designer to place new ads and make minor changes to renewing ads. The production deadline is last week of February. Ninety thousand maps are printed by March 15th.

The byway organization pays to rack the maps in 630 locations across a 500-mile radius over six months from April 1 to October 1. All advertisers receive as many copies as they can distribute.

The byway organization is responsible for collecting ad contracts that require a one-half downpayment with ad order and the balance due in March. The organization has about a 98% payback rate.

Funding Potential:

Advertisers more than cover the cost of production and distribution of the maps. A 50-word-only, no-graphics ad costs $366. The smallest color ad is a 1/6th panel measuring 3¾ x 13/8 inch for $366. The largest size ad is a full panel 3¾ x 8¾ inch for $2112. Ten percent is added for mapside placement.

In 2004, 90,000 copies of the International Selkirk Loop Map brochure were printed for an approximate printing cost of $9,500. Distribution costs were about $3,500. The project’s gross income was about $24,000; net income to the byway organization was $5,400.

Why Brochure Ad Sales:

• Generate funding while increasing public awareness of byway

• Provide travel information in a form that is popular with the public

Resources:

International Selkirk Loop

Photo Credit:

Photos credit of International Selkirk Loop