Donated Ad Sold to NARAL

For the first time since October 2003, AAN has sold an ad through the AAN ADvantage program. NARAL Pro-Choice America purchased the full-page, black-and-white ad, which will run in member papers in early 2006.

Once the ad has been finalized, AAN will send an insertion order to members, who then will have a three-week window in which they should run the ad one time.

“I think the ramp-up to the 2006 Mid-term election season presents a tremendous opportunity for alt-weeklies to secure more political and public interest advertising than ever before,” said AAN Director of Sales and Marketing Roxanne Cooper. “NARAL’s ad could be used as a tool to forge new relationships with local, regional and national prospects in this important advertising category.”

The donated ad program was established in the 80’s and served for many years as the association’s primary source of funding. However, the AAN CAN classified network launched in November 1999 and was soon generating more income than the donated ads. As AAN CAN grew, the ADvantage program was scaled back.

At the program’s zenith in the late 90’s, AAN members were asked to run up to four full pages of donated ads each fiscal year. With the success of AAN CAN, the association reduced the annual donated-ad inventory to one full page. Based on the recommendation of a special committee that was formed to study the issue, the ADvantage program was not completely eliminated so the organization could retain the donated-ad infrastructure in case AAN CAN ever falters. Donated ads are included in AAN’s annual budget but are not always sold. The budget for fiscal year 2006, including revenue from one full-page donated ad, was approved by the Board of Directors and then passed unanimously by the membership at the June 2005 annual meeting.

The NARAL ad was sold by AAN staff, so the association will net the entire $75,000 rate. It is the only donated ad that AAN member papers will be asked to run until October 2006, at the earliest, when the next fiscal year begins.

For more information, see the Donated Ad FAQ.

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