The world these days is a fast-paced place. As such, businesses are hard-pressed to find consumers willing to slow down long enough to hear what they have to say. But that’s exactly what most of them need—new customers who will stop and not just consume their message, but digest it. That’s what marketing is all about. Lucky for advertisers, in a world of high-speed media there is still one place consumers turn to in order to chew more slowly over stimuli: Magazines.
Despite the proliferation of content on the Internet, PDAs and mobile media, people still like to sit on their couch and flip leisurely through magazines. That’s a good thing for small businesses because:
1. Consumers expect and even enjoy ads when they’re in magazines.
2. Half of readers take action on magazine ads.
3. Magazines let advertisers target niche markets more efficiently.
4. Magazines reach a more affluent demographic.
5. Magazines are passed along and read multiple times, offering advertisers added, long-term exposure.
The best contacts and resources to help you get it done
Narrow your options
When it comes to magazines, the options are endless. There are trade magazines, with which you can reach just about any special interest niche you desire, and consumer magazines, which allow you to reach a broader demographic of general interest readers. There are national magazines, regional magazines and even local magazines. Consider your goals and budget and choose wisely.
I recommend: There are thousands of magazines on the market in which you can reach new customers. All you have to do is find them. Start with a subscription to
Mediafinder, a database of more than 70,000 U.S. and Canadian periodicals. Or, try a free directory such as the
Yahoo! News Directory,
Google Directory,
MagazineBoy or
Amazon.com.
Pay attention to readership
Magazines’ greatest advantage is their ability to connect you with your ideal consumer—someone of a particular age, race, income or gender, or someone with a particular interest or hobby. Before you purchase ad space with a title, then, study its circulation in order to make sure that its readers are also your customers.
I recommend: A magazine advertiser’s Bible is the media kit. Ask magazines in which you’re considering buying an ad to send you theirs. It includes detailed circulation figures, reader demographics, advertising rates and more. Check out these diverse samples from
TIME Magazine,
5280 Magazine,
O The Oprah Magazine and
Wine Business Monthly.
Design for attractiveness
Many consumers who buy magazines don’t necessarily read them; instead, they just look at them. It’s important, then, to create an eye-catching, image-oriented ad with both good copy and pretty pictures. Use bold colors and an interesting layout to make the most of your marketing investment.
I recommend: Readers and publishers alike expect high-quality ads from magazine advertisers, so consider hiring a professional agency or graphic designer to create your ad. Doing so might mean spending more money, but it could easily mean making more money, too.
Media Development,
New Image Advertising and
Spark are examples of agencies that provide print ad design services.
Consider bells and whistles
Magazines offer advertisers a unique opportunity to make their ads more creative, more engaging and more persuasive with special, though admittedly expensive, enhancements. Instead of running a small, two-dimensional advertisement, businesses with the budget and desire can buy inserts, business reply cards and gatefolds, and can sometimes even arrange to include small product samples.
I recommend: When it was known as Primedia Business Magazines & Media, Prism Business Media created an
“Impact Advertising Solutions” brochure designed to introduce marketers to creative advertising ideas; look it over to find out what your magazine ad dollars can get you.
Negotiate placement
Magazines are built carefully, designed with deliberate real estate for editorial and advertising alike. The front and back of the book typically contain shorter articles, regular departments and product endorsements while the middle of the book—the feature well—usually includes the magazine’s longer articles. Examine a few issues of a magazine to decide where your ad most makes sense and try to negotiate appropriate placement.
I recommend: Before requesting special ad placement, review the American Society of Magazine Editors’
guidelines for ethical ad positioning. Media buyers such as
Working Media Group and
STG Media Corp. can help you negotiate honest and effective placement for your magazine ad.
Keep your eye on ROI
Magazine ads have been proven to improve marketing ROI across a broad range of product categories. Avoid investing in a magazine ad unless you are ready and able to measure its success.
I recommend: The Magazine Publishers of America has a packed library of
research that can help you get the greatest return on your advertising investment. Consult its
“Accountability: A Guide to Measuring ROI and ROO Across Media” to find out how to improve the performance of your magazine ads.
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