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Advertising Make-Goods

 

"Oops. We ran the wrong ad." 

I'm curious what the policy of other publications is regarding ad mistakes. We recently ran an ad that was exactly the same as last year's ad with the exception of two small dates that were different. Unfortunately we picked up the wrong ad and ran the old one (they looked identical and we didn't see the error). I offered to run the same size ad in the next issue at no charge as well as a notice that we had made the error. Now they are saying they simply don't want to pay OR run an alternative ad, essentially they want a free ad even though 5/6 of the ad was correct and the error (2 open house dates were from 2011) wouldn't have prevented anyone from calling or acting on the ad. How do others handle situations like this? -- Andrea Breznay, Publisher Neapolitan Family Magazine

 

Laura Clevenger -- laura@redriverfamily.com

When it's our mistake, we eat it. In addition, I would correct the dates and put it on the web--free. I'm in the business of building long-term relationships. In the interest of great public relations, I would make it right. They will tell others they know that you are fair and have a quality publication. Otherwise, their last impression of you will be negative. Laura Clevenger Red River Family Magazine 

 

Dan Haley -- Chicago Parent -- dhaley@wjinc.com

I agree with Laura's approach. When we've erred we go out of our way to satisfy a frustrated customer. Also helps if you call them first if you see the error. Have to take the long view and build the relationship.  

 

Brenda Larson -- Carolina Parent Magazine -- blarson@carolinaparent.com

I agree with Dan and Laura. We fall on our swords here, too. It lets clients know that you truly want to be their partner in business and that your main objective is to help them be successful. It’s worth it in the long run. 

 

Carol Evans -- Birmingham Parent -- carol@birminghamparent.com

Andrea, this is always sticky, isn't it?  If it's absolutely our mistake, I go above and beyond -- were the dates a strong part of the ad?  Or were they simply some additional info.?  If the dates were very important, I understand them not wanting to pay for it, because it's too late, probably, to benefit.  But I think you said the overall ad was correct - so they did, in fact, get something from it. What we typically do is run another one for free, and upsize it or offer a smaller ad at later date for FREE, etc. to take the sting out of the mistake.