Where to Advertise a 900 Number

by Anthony Wayne

For an entrepreneur offering a 900 number service, it can be frustrating to find media outlets where you can promote your 900 number.  This is true even if you have a background in media or media buying.  Some mediums simply won’t accept any 900 number advertisements.

In most cases, mainstream media outlets will require 900 number advertisers to pay in advance.  This is because most media consider 900 numbers to be direct response and getting credit for a direct response program is often difficult.

In other cases, some media will have an inflated rate card for 900 number advertising.  While this is not as common as it used to be, it’s always important to negotiate a volume commitment to obtain the best advertising rates.

900 Numbers are Direct Response

The key to advertising a 900 number is to remember that it is direct response advertising.  Consumers won’t write the number down and call in tomorrow.  They will call in immediately upon seeing, hearing, or reading the advertisement. 

“I always tell people that if they get 70 cents back on the dollar, we can probably do some things to help tweak the program, the price, or the advertising to make the program profitable,” said Bob Bentz, a veteran of 21 years in the 900 number industry and the author of the best selling book ever on the 900 number industry.  “But, if they only return 30 cents on the dollar, then they either don’t have the right medium or they don’t have the right program for that medium.”

It’s precisely the direct response element that makes the 900 number business so attractive.  “You should never lose a lot of money on a 900 number,” said Bentz.  “The advertising either works or it doesn’t.  If it doesn’t work, try another program.  You’ll eventually find the winning formula.”

900 Number Advertising Resources

There are several resources available for the 900 number entrepreneur that allow you to more effectively place your advertising.  Just be sure to obtain tear sheets from all

media to make sure that your advertising did indeed run properly.

Here are some of those resources:

• Classified Club
• MPower Media – cable TV ads
• Nationwide Advertising — newspaper ads
• Radio Direct
• VizAds — newspaper ads by state

(Advanced Telecom Services does not endorse any of these companies; they are merely placed here as potential vendors for your consideration.)

You may also wish to contact an advertising agency with experience in the business of 900 numbers as this will be integral to your potential success.  Charter Media Group of Rhode Island is one such agency you may want to consider.