Lesikar's Business Communication: Connecting in a Digital World 13th Edition by Kathryn Rentz,Paula Lentz

Exercise 34

You're responsible for marketing communications at MyBiz.com, a mid-sized company that makes soft ware specially designed for managing small businesses. Today you've received an email from Rachel Lundemeyer, who works for the Association for Small Business Owners, asking if your company would like to purchase an ad to run in the association's quarterly magazine, Small Business Today. She informs you that the magazine has a circulation of around 3,500, and she has included the prices for 1 \ 4-, 1 \ 2-, and full-page ads.
You've actually been cutting back on print ads. They're expensive, and you believe that your promotional webinars are a much more effective way to generate sales leads. Plus, your advertising money has already been earmarked for other purposes for this year.
It's possible that you'd be interested in purchasing an ad next year. You'd need more information, though. Do readers pay for this magazine (e.g., with their membership dues), or is it distributed free to prospects on a mailing list? You'd be more inclined to advertise in the magazine if readers paid for it since that would indicate a certain level of interest on their part. And are there other promotional opportunities available in the magazine-for example, could you publish a promotional article about your company, or is there a "highlighted vendors" section that you could be listed in? Does the magazine include QR codes so readers can easily visit the advertisers' websites?
Respond to Rachel to refuse her request for now and to gather the additional information you'll need to be able to consider future requests from her.