There are several long running, high quality magazines in our area. Because they’re all different in size, frequency, theme and distribution, it can be tricky trying to compare them to each other to determine which is right for you.

Here are a few tips to help get you started:

1. Ask yourself: What audience am I trying to reach?

In other words, who do I want to see my ad? Think objectively about who is going to pick up each magazine. The prettier magazines will attract the dreamers; the ones who want to see how the other half lives. The general interest magazines will attract a combination of the first-time tourist, repeat visitors and potential buyers which means a smaller percentage of the readership may actually be interested in your ad.

Baja Real Estate Guide uses its format, content and distribution network to target who picks up the magazine. The smaller sizes means it gets picked AND taken home more. The practical articles and monthly cover attract readers who want to know and understand our market better. The single focus on real estate means that every one of the 35,000 readers are interested in local real estate. The distribution network puts the magazine in the direct pathway of tourists, snowbirds, other real estate agents, & our increasingly prosperous local community.

2. What is the reach of the publication? In other words, how many copies does it print?

The print run of a publication should be one of the most public pieces of information a magazine/newspaper offers. In the publishing industry in the US, 3rd party auditing bureaus handle this – that’s how important this question is.

Baja Real Estate Guide prints 35,000 copies every issue.Since January 2007, our strategy has been to saturate the market with as many copies as possible for the sole purpose of increasing the chances of finding you new clients.

3. Where is the magazine distributed?

Where the magazines are distributed is another way of controlling who sees your ad. Yes, you want to see the magazine outside of your real estate office, but more importantly you want to see it on the street in high traffic locations. You’re already in your office. You want your ad to be working for you, 24 hours a day, in corners you can’t reach.

Baja Real Estate Guide supports more than 160 active distribution points that are a combination of real estate offices, highly trafficked street locations & points of interest for locals. The bulk of our network, 68% of it, is in Los Cabos, 14% is in Todos Santos and 9% is in both the East Cape and in La Paz. Your buyer might be staying in Cabo but may pick up the magazine when visiting Art Galleries in Todos Santos. Because you never know where your next lead is coming from, it’s our job to offer the widest distribution network possible.

We fill all the distribution points in Los Cabos 1x a week and the high traffic locations are filled 2x a week. We make weekly visits to Todos Santos during the high season and 2x month visits in the Summer. La Paz and the East Cape are each filled once a month.

Baja Real Estate Guide makes it a priority to protect this large network. In the event of pending tropical storms or hurricanes, we go to the effort of physically bringing the racks back to our warehouse until the storm has passed. This protects both the physical copies of the magazine and ensures you don’t miss 6 weeks of your paid advertising time waiting for a whole new set of racks to be manufactured!4.Who has the cheapest rates?

The only way to compare apples to apples between how much each publication costs is to look at it on a per copy basis. In other words, how much are you paying for each copy? There is a simple formula to figure this out:

Ad rate divided by # of copies printed

For example, an ad rate of $800 and a print run of 35,000 copies (800/35,000) means you’re paying only $.02 cents for every person that sees your ad.