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Do Your Print Ads Grab Attention Fast Enough?

Posted by Jenna Bruce on Mon, Jul 17, 2017 @ 08:40 AM

Do Your Print Ads Grab Attention Fast Enough?

These days, about the only thing getting shorter than people’s patience, is people’s attention span. And, as these attention spans shrink, marketers must find ways to use their advertising to hook customers quickly.

Just how miniscule is the current human attention span?

Consider that the ordinary gold fish, swimming around and around and around in his tiny bowl, has an attention span of only nine seconds. And he STILL has us beat! Recent studies have found the human attention span is only eight seconds. It seems that along with providing convenient communication and funny cat videos, modern technology is distracting us.

The TIME survey found some major differences with attention spans among generations. For instance, 77% of people aged 18 to 24 responded “yes” when asked, “When nothing is occupying my attention, the first thing I do is reach for my phone,” compared with only 10% of those over the age of 65.

According to an article in Bloomberg Magazine, generation Z, those under the age of 19, are even more distracted. “They multi-task across five screens: TV, phone, laptop, desktop and either a tablet or some handheld gaming device, spending 41 percent of their time outside of school with computers of some kind or another, compared to 22 percent 10 years ago. Because of that they ‘lack situational awareness, are oblivious to their surroundings and unable to give directions’.”

No doubt you heard about the injuries that were sustained by some young people who were so involved in the Pokeman Go app, that they walked into traffic, tumbled off of ocean bluffs, and were even been robbed. That’s how distracted they were!

But what does all of this mean for today’s marketers?

It means you not only have to create print ads that convert, you’ve got to create print ads that grab people’s attention in the first place!

Here are a few tips to help you do it:

Use Smart Design

The quicker your readers can get information, the better. Design your print ads so that the eyes can easily move from one element to the next. Make it easy for your prospects to make the decision they want to find out more about your offer.

To do this, leverage the power of the inverted pyramid. Make sure you put your most important information at the top (or in the forefront), then trickle down to the least important information.

To figure out which information should be included, answer six basic questions: Who? What? When? Where? Why? How?

Make it Readable

Know what will make readers ignore your ad? If they feel they need to struggle to read it. Use clean type face that’s easy for the eyes to scan. Less is more in this scenario. The fewer words your prospect have to read the more quickly they’ll be able to determine if your offer relates to their needs.

Keep it Consistent 

When it comes to visual design, using the same fonts, colors and element styles will make it easy for your prospects to move through your ad because they won’t be forced to learn something new visually.

Make it Interactive and Engaging

People assume print ads and print collateral are boring compared to digital ads, but that does not have to be the case. Touch is one of the most satisfying sensory experiences, so use it to your advantage. Engage readers in this medium by using different textures, glosses or finishes that stand out and hold their attention.Two smiling women lying on the floor are both reading a magazine-1.jpeg

 

If you’ve been struggling to create print ads that capture and hold your prospects’ attention, we can help. Get in touch with us and we’ll help you design ads that make an impact on your audience and your bottom line!

 

 

Topics: magazines, magazine advertising, newspaper, local newspaper advertising, innovative print ads, creative print ads, print ads

5 Reasons to Advertise in Niche Magazines

Posted by Jenna Bruce on Tue, Mar 29, 2016 @ 01:29 PM

You may remember back in 2012 when Newsweek, a behemoth in the magazine world, decided to stop the print version of its publication. The word gasped, and those who had started the myth that print was dead began to victoriously announce, “I told you so!”

But then something happened. Newsweek decided to bring back its print version, but this time they would offer it as a niche product and make it only available to subscribers.

What can we learn from this?

A: That print is alive and well, and B: that niche magazines offer a number of advantages over other advertising channels.

target.png1) A Dedicated Market

It’s one thing to get your offer in front of your target market – a group of people who are most likely going to be interested in it; but it’s an entirely different (and better) thing to get your offer in front of a dedicated market. That’s what niche magazines offer, a group of people with significant interest, if not a downright passion, in a particular topic. A merchant offering baby-proofing services will spend their advertising dollars much more effectively if they get their ad in a parenting magazine as opposed to any old magazine.

2) Magazines Engage Readers

On a daily basis I see people promoting digital marketing as if it were the second coming. Online channels definitely have their place in an integrated campaign, but think about how not-engaged most people are when online. They may be uploading their latest selfie to their Instagram account while emailing a friend about dinner plans, checking on their Amazon order and reading the latest Hollywood gossip all at the same time!

Compare this to a person reading a magazine. They sit there, or in some cases lay there, and they read the magazine. They are actually engaged with the content, giving it their full attention. This attention and engagement is transferred to the ads they come across in the magazine, and this is really good news for you.

3) Your Ad Will Stand Out

One benefit of people continually claiming print is dead, is that many advertisers have believed the hype and have focused all of their budget and time on digital channels. This has made it very easy for print advertisers to gain attention without need to compete against similar print ads.

magazine-spread.jpg4) People Trust Print

Studies have been conducted on this topic over the years and each time the results are the same – people trust print ads more than any other channel. This means they also trust the ads they see in print publications, which makes people far more open to your message.

Beyond trusting the information they get from print publications over digital websites, people are also weary of the viruses and malware they can pick up while surfing online. This makes them far less likely to click on those popups and banner ads.

These are two more reasons to get your ads in a niche magazine.

5) A Longer Shelf Life

Online ads come and go. They pop up and people click them off, or they completely ignore the banner ads beside the content they are reading. But print ads have real lasting power. Think about a niche magazine that lives in a doctor’s office. How many people pick up that magazine in a month and peruse it? Even a year later that magazine may still be sitting there and your ad will still get read.

The staying power of print ads offers an incredible ROI.

If you haven’t advertised in niche magazines before, consider adding this channel to your next campaign. You just might be surprised how effective this strategy is.

Download this fact sheet and learn 10 reasons why magazines are still an effective advertising channel. 

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6 Reasons You’ll Want to Include Magazine Advertising into Your Mix This Year

Posted by Jenna Bruce on Tue, Mar 01, 2016 @ 10:32 AM

While many marketers have bought into the myth that print is dead and have focused their efforts and budgets on digital channels, smart marketers have caught on to the fact that magazine readership is growing and print’s effectiveness is still real and measurable, according to the 2015 magazine FACTbook.

If you’ve been questioning whether it makes sense to keep or add print to your media mix this year, here are six reasons why the answer is “yes,” and why you’ll want to look closely at advertising in magazines.

Magazine Ads Offer Better Brand Lift

Would you be shocked to hear that print magazines do a far better job at promoting brand awareness, brand purchase intent, and brand favorability than digital and television ads? To be even clearer on this point – print advertising has been found to be twice as strong as internet ads in all three categories, according to the 2015 magazine FACTbook.

 

Magazine readers really dig social mediaMagazine Readers Really Dig Social Media

Guess who is happily and enthusiastically interacting with their favorite magazine brands on social platforms? Those magazine media consumers with Facebook accounts have pressed the “Like” button 330 million times for their favorite magazine brands and account for more than half of all social media followers for magazine brands. Beyond this, the numbers of likes and follows is growing, with Instagram claiming nearly 20% more likes and follows in the last year alone.

The takeaway here is, rather than ignoring print in favor of digital channels, magazine readers are happily bridging the gap and interacting with magazines in a plethora of ways.

 

Magazines Make Consumers Happy

That’s a bold statement, but a true one according to the FACTbook survey results. When it came to measuring the positive emotional responses generated by various channels, including radio, TV, and the Internet, magazine readers were far more positive while interacting with content than every other channel!

Some of the emotional responses listed by magazine readers included happiness, confidence, excitement, hopefulness and interest. It should go without saying (though we’ll readily spell it out) that the mood of a reader has significant impact on their response to advertising messages.

 

Digital Editions Are Becoming Popular

According to the survey, the percentage of American adults reading digital editions of their favorite magazines has more than quadrupled. This is really great news for advertisers because it shows that magazines are continuing to evolve and adapt and increasing their readership.

 

Magazine Brand Apps Are Top Sellers for iPad Users

The app market is huge, with new ones being developed and launched continually. Yet despite the sheer number of apps available to iPhone users, magazine-branded apps are killing the competition in the lifestyle, health & fitness, and food & drink categories. In fact, in the lifestyle category, magazine apps claim 14 of the top 15 places and include brands such as O, The Oprah Magazine, Martha Stewart Living, and Cosmopolitan.

 

Affluent consumers respond to print advertising
Affluent Consumers Respond to Print Advertising

When it comes to reaching affluent consumers, nothing beats print. The survey revealed that, of households with an income of $150,000 or more, 62% said they had considerable or some interest in ads that were seen in a magazine. For households with an income of $75,000 or more, that percentage jumped to a whopping 70%.

 

What Have We Learned?

These latest FACTbook results show us that magazine readership is steadily on the rise, and that these readers are smart, affluent, and highly receptive to marketing messages. In other words: print advertising continues to be an absolutely effective way of reaching your audience, engaging them, and driving action. If you haven’t tapped into this channel yet, you’re missing out on huge growth opportunity.

 Download this fact sheet and learn 10 reasons why magazines are still an effective advertising channel.

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Should Your Business be Advertising in Magazines?

Posted by Jenna Bruce on Tue, Oct 27, 2015 @ 11:00 AM

When it comes to magazine advertising, most small, local business owners think of the large, glossy, national publications chock full of flashy big brand ads. They make the assumption that their business has no business advertising right alongside the big shots, especially since their target audience is within a 100 mile radius. But this simply isn’t the case. The truth is, many national magazines have local sections that are aimed at smaller, regional businesses.

 

Who Should Consider Advertising in National Magazines?

Advertising in the local, regional section of national magazines makes a lot of sense for business owners who have multiple locations within their state, because you can pretty much advertise ALL of your stores using just one ad.

If you carry niche items or specialized products (think hobbies and collectibles), advertising in these magazines may work well for you as many people are willing to do a bit of traveling to find a supplier of hard-to-find items.

Always call up a sales rep and ask for a media kit and any information on rates and deadlines. And be sure to request a map so you know exactly what each local territory includes.

 

For Businesses on a Really Tight Budget

EEffective Magazine Advertisingven though advertising in the local sections of national magazines can be far more affordable than many would assume, there are still those businesses who are on an extremely tight advertising budget. How can these local owners leverage the power of magazine advertising?

A great option is to advertise in free magazines that you often find in grocery stores and other merchant’s establishments. These generally carry ads for local realtors, car lots, home security monitoring, landscaping services, etc. Now, your product or service doesn’t necessarily have to tie into one of these categories, it simply has to be attractive and make sense to the people who peruse these publications. If you own a small boutique shop that sells antique wedding rings, your target audience may not read this publication. However, if you are a local chimney repairman, your offer would most likely attract the right clientele.

Not only are local magazines much more affordable for smaller budgets, but they also have an incredibly long shelf life. Consider the fact that these publications are often browsed through months after their initial publication. You pay once and your ad may have exposure for months afterward.

 

Questions to Ask Before Buying Any Ad Space

No matter which size publication you decide to advertise in, there are some questions you should definitely ask a sales rep before handing over any portion of your marketing budget:

  1. What is the publication’s circulation?
  2. How often is the magazine published?
  3. What are the demographics of the readers?
  4. How is the magazine distributed?
  5. Are there any special themes or sections planned for the year?

 

Advertising effectively in magazinesYou’ll also want to inquire as to whether you can get a discount on each one of your ads if you agree to run them in more than one issue. Notice in each publication if there are businesses that are targeting the same readers as you. If they are advertising in that publication on a consistent basis, then most likely they are getting a very good return on their investment and you will, too.

And finally, to really find out whether advertising in any publication will be cost-effective you’ll want to do some quick math to determine the CPM, or cost per thousand. Let’s say a magazine has a circulation of 40,000 and the rate for a full-page ad is $850. You would simply divide $850 by 40 to arrive at the CPM, which in this case would be $21.25. This means that advertising in this magazine would cost you $21.25 to reach each thousand visitors.

Some of our happiest moments are when clients have the sudden realization they can afford to advertise in a magazine, then see great success with their campaigns. Just because your business is small and local doesn’t mean you can’t leverage the power of print advertising just like the big national brands. By doing a little bit of homework first and asking the right questions, you can get your ad in a publication that reaches your target demographic and works within your budget.

Free Local Media Analysis - Request Now!

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Topics: magazine advertising

6 Factors That Affect Magazine Advertising Rates

Posted by Jenna Bruce on Tue, Jul 14, 2015 @ 09:48 AM

When it comes to magazine advertising, there are a wide range of pricing options. Much of that is dependent on whether it’s a local magazine, which costs less, as opposed to a national magazine that has millions of subscribers and will charge far more.

6 Factors That Affect Magazine Advertising RatesLet’s take a look at some of the things that factor into magazine advertising rates.

Size

One of the biggest and most obvious factors in cost will be the size of your ad. Unless you’re dealing with a magazine that has no interest in making money, larger ads are going to cost more than smaller ads. Ads are typically sold as fractions of a page. Full-page and half-page ads are exactly how they sound. Quarter-page ads may be horizontal or vertical.

When looking at the rate card you will see production values that identify the size in inches as well as by fraction of a page, and you will notice an obvious pricing difference between local and national publishers. A national sporting magazine may charge $250,000 for a full-page ad while a local niche magazine may only charge $10,000 for a full-page ad.

Frequency

Here’s something we make sure all our clients understand: magazines will charge less per ad if you commit to running ads in more than one issue. So a one-time ad may cost you $3,000 while that same ad, if run in five issues, might only cost you $1,800. Understand that you will have to sign a contract and be obligated to pay for all five issues, or a total of $9,000.

You should also be aware that some magazines charge a set-up fee so, if on the fourth running of that ad you decide you want to change your header, you might be charged for it.

Regional Rates6 Factors That Affect Magazine Advertising Rates

You may sometimes be able to run your ad in the regional edition of a national publication and pay less because the regional edition has less subscribers than the national edition. But if you’re a small local business you have no need for national exposure anyway. The cost will be a flat rate for your region and will be adjusted accordingly based on size of your ad, color, and the number of subscribers in that region.

Color

It goes without saying that color ads cost more than standard black and white ads, but then again, color has a way of popping and drawing the reader’s eye to the ad, so you usually get what you pay for.

Positioning

Another big factor of magazine rates is where your ad is placed. Do you want it to go inside the front cover, inside the back cover or on the back cover itself? Keep in mind these are prime advertising spaces. Also know that advertising toward the front of the magazine will typically cost more than advertising toward the back, for obvious reasons (with the exception of the back cover which, as we mentioned, is a prime location that will cost you a pretty penny.)

Negotiate

The most important thing to understand about rate cards is that what you see is similar to rates that are posted for hotel and motel rooms. In other words, prices are always negotiable. Typically speaking, smaller magazines will be the ones who give you bigger discounts. For instance, a small regional magazine may be willing to give you extra issues at no charge if you commit to a run of half-page ads for six issues. To view a magazine’s rate card, simply look for it on their website and speak to a sales representative about pricing options and discounts.

Magazine advertising can greatly benefit your business because it allows you to display higher quality images than newspaper or direct mail. These images make it easy for you to give readers a clear view of your product. Besides this benefit, magazines also make it incredibly easy to target specific niche demographics so you’re much more likely to reach your intended audience.

If at any point you feel overwhelmed by magazine advertising rates, turn to a trusted media buyer who can handle and negotiate your deals for you and generally get you better pricing and a better return on your investment.

Download this fact sheet and learn 10 reasons why magazines are still an effective advertising channel.

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7 Benefits of Local Magazine Advertising

Posted by Jenna Bruce on Tue, Mar 31, 2015 @ 11:46 AM

About the only other topic that gets discussed as much as whether or not print is dead is whether or not Elvis is dead. We cannot vouch for the King’s status (although we once swear we saw him at a Chuck E.Cheese in Dayton, Ohio back in ‘89), but we can vouch for the fact that print is very much alive and thriving.

In some ways, print advertising is like a cockroach, only not as filthy or gross-looking. But, you know, when television came onto the scene, everyone cried aloud it would be the death of print. But it wasn’t. And then the Internet arrived and the children and grandchildren of Henny-Penny also said the sky was 7 Benefits of Local Magazine Advertisingfalling and print would be crushed and killed under its weight. But it wasn’t. And it doesn’t look like anything will ever really kill print (hence our disgusting comparison to the indestructible cockroach).

Here’s a perfect example of print’s ability to always bounce back: Back in 2012, Newsweek pulled its print version, which certainly didn’t help stop the rumors that print was dead. But, lo and behold, Newsweek’s new owners brought the print version of the iconic magazine back from the dead. The “catch,” if there was one, was that Newsweek would only be available to subscribers. Which is genius, really. In essence, Newsweek is now a niche magazine, targeted to a very specific market segment.

In the same way, local magazines, which can be found in every state across the country, are also niche magazines, targeting a very specific population, namely, locals. Magazines like Minnesota Monthly, Vermont Living, Bay Living, Colorado Homes & Lifestyles, Louisiana Life, and Carolina Gardener all offer numerous benefits to local advertisers.

1. Target a Dedicated Market

Enthusiasts are always the most dedicated consumers and the best to market to. Besides people who are passionate about certain hobbies, most people are incredibly proud and passionate about where they live. Since most humans have an incredible need to be part of a community, local magazines serve as an important hub where locals learn about their surroundings and events they might like to get involved in. In other words, as a local business, you will get your ad in front of a passionate crowd that is already interested in who you are and what you have to offer.

2. Nothing Beats that Tactile Experience

Sure, many consumers spend a ton of time online chronicling the latest minutiae of their daily lives on their Twitter accounts or uploading their newest selfie onto their Instagram accounts, but when it comes to engaging with websites, most readers only scan a website for 15 seconds before moving on.

People interact much differently with printed magazines. There’s just something about that tactile experience. Magazine readers really take their time and linger when reading print. They also tend to fully interact with the content, including the ads inside.

7 Benefits of Local Magazine Advertising3. Your Ad Will Stand Out

Who stands to sell more tacos and make more money: the taco truck parked downtown amidst a sea of food trucks, or the taco truck that is parked five miles outside of town on the side of the highway surrounded by nothing but hungry travelers? So many advertisers have fallen for the myth that print is dead. Many have migrated their marketing budgets online where they vie for consumer attention is a sea of other digital ads. This is great news because it means your local magazine ad has far less competition and will stand out from the crowd.

4. People Don’t Fear Print Ads

The Internet is full of cybercriminals who use viruses as an attempt to gain access to consumer’s private information. Because of the proliferation of these malware viruses, web surfers have become very wary of clicking on banner ads, even if those ads are enticing. But consumers have nothing to fear by reading your print ad, and this makes them more open to receiving your message.

5. A Longer Shelf Life7 Benefits of Local Magazine Advertising

While digital ads come and go, print ads have staying power. A magazine left in a doctor’s office will be read by countless patients for many months, and your ad can be seen by a majority of them.

6. Brand Recognition

When you advertise in a reputable local magazine, people instantly become familiar with your company. This recognition is then reinforced when they meet you in person, either at your place of business or at a local trade show or charity event. This not only builds brand recognition but, in time, brand loyalty.

7. Credibility

Local magazines are highly valued and respected publications that build a sense of community among local consumers. In fact, many people turn to local publications as a source of advice. Advertisers can greatly benefit from this credibility when their ads are viewed not as ads but as recommendations from a trusted source.

We recommend you take a cue from the new owners of Newsweek who realized print is not dead, but rather a channel that offers true engagement with a targeted audience, and invest some of your marketing dollars into local magazine advertising.

Free eBook: The Benefits of Print Advertising

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Image credit: Nick Smith

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7 Best Practices for Magazine Advertising

Posted by Jenna Bruce on Tue, Jan 13, 2015 @ 08:51 AM

You’ve no doubt heard that many companies are migrating their advertising dollars to digital channels; you may even be considering following suit. But before you completely abandon traditional advertising channels like print magazines for banner ads and social media campaigns, consider the following.

Many brands still use print magazines as a channel to engage consumers in the offline world. In fact, in some industries like B2B manufacturing, as much as 60% of companies use print magazines as part of their marketing mix. What do they know that you don’t?

Well, according to a 2013 Custom Content Council study, more and more brands are investing in print magazines because they have discovered magazines are an effective channel for customer education, retention and brand loyalty. It would seem that as many brands uncover the real preferences of their target audience and understand how they like to consume content, the role of printed magazine has taken a prominent position in their marketing mix.

The Benefits of Magazine Advertising

Before we get into magazine advertising best practices, let’s take a quick look at some of the many benefits this traditional advertising channel offers:

  • Magazines allow brands to stand apart in an overcrowded digital market and create lasting, memorable engagement.
  • Subscription-based connections with readers means brand loyalty and repeat messaging capabilities.
  • Your printed content can be repurposed in digital channels to reach a broader audience.
  • Magazines are typically kept around for a long period of time. One single magazine left in a doctor’s office, for instance, can generate repeat exposure for a brand. Also, an ad placed today will reach people months from now, which can’t be said for all media channels.
  • Magazines allow for highly targeted advertising so your budget is used to only reach the people who are interested in your offer. Can you say better ROI?

The following seven best practices will help you create and place effective magazine ads:

1. Choose the Right Publication

Your first step is to take a look at the available magazines and determine which will be the best fit in reaching your target market. If you’re selling inground pools, it makes little sense to place an ad in a magazine that caters to new parents.

2. Examine the Publication’s Circulation

Once you’ve identified the magazine that reaches your audience you’ll want to learn everything there is to know about the magazine’s reach. To do this, ask a sales rep about their circulation numbers, distribution areas, pricing and market image. When looking at circulation, be sure to focus on actual direct subscribers because many magazines wind up on the shelves at supermarkets and may never be sold. Also, pay attention to the magazine’s market image; while a particular magazine may have a lower circulation, if it is well-respected it may serve your needs better than a publication with bigger numbers but an overall lower image score.

7 Best Practices for Magazine Advertising

3. Place Your Ad Where It Makes the Most Sense

Deciding where to place your ad will depend on your budget and content. Bigger budgets will be able to afford those positions that offer the biggest reach, like near the table of contents or adjacent to a relevant article. However, you can often spend less by placing your ad next to a prominent ad and “borrow” all their eye traffic.

4. Know How Much Text Is Right for Your Audience

In theory, print ads should be short and sweet. But that rule isn’t set in stone. For instance, if you’re selling cars, your audience may want to read a full list of benefits and features. Some consumers, if they see ads with lots of text, assume the quality of the product or service offered is superior to an ad where the text is sparse. The moral of the story is, KNOW YOUR AUDIENCE and their perceptions.

5. Create Compelling Headlines

You have mere seconds to grab the reader’s attention before he or she may turn the page. Create compelling headlines that address the specific needs or desires of your target audience. Don’t just put your company’s name or your product name as a headline – consumers couldn’t care less. They really just want to know what you can do for them.print-digital-magazine-ad

6. Make Sure Your Ads Are Integrated

It’s more than likely you won’t solely advertise through one channel, which makes it very important that all your advertising is integrated and all your design elements match the overall brand identity. This includes your print magazine ad which must fit into the larger picture of the story you are telling. When your ads are integrated they work together to lead your prospect through your entire sales cycle.

7. Make Your Budget Work Harder

ROI ultimately means making your budget work harder. You can’t place cost-effective ads without first knowing the publication’s schedule. This will help you sync your ad placement to readership and business cycles. Obtaining a media kit will give you rate information as well as the magazine’s reach.

Print magazines are a highly effective channel for customer engagement and brand storytelling. They allow you to cater to consumers’ special interests while creating loyalty. If you haven’t experimented with magazine advertising yet, maybe it’s about TIME – which is a magazine and a very good one.

Free eBook: The Benefits of Print Advertising

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Topics: magazine advertising

Improve Your ROI with These Magazine Advertising Strategies

Posted by Jenna Bruce on Tue, Aug 26, 2014 @ 11:22 AM

Magazine advertising has been around for a long time and for good reason: it’s a highly effective way to get your message in front of your target audience, an audience who is interested in hearing from you.

Here are just a few benefits of advertising in magazines:

  1. A magazine’s strength lies in the active way in which readers choose and use the medium. Magazines are an active medium and the reader is in control.
  2. Magazines deliver receptive readers. Often the positive brand image of the magazine is transferred onto the advertisements.
  3. Readers find magazine ads relevant and valuable. And, since readers are in control of which ads they interact with and when, magazine advertising is not considered an interruption.
  4. Magazines allow advertisers to easily target their message with precision and without wasting their ad spend.
  5. Readers tend to take action after seeing magazine ads.

Follow the four strategies below to create and launch successful magazine advertising campaigns.

Improve Your ROI with These Magazine Advertising StrategiesChoose the Right One

Not all magazines are created equal, and not all are the right channel for your message. You’ll first need to determine which magazines fit your target market segments, that is, the ones that will most likely be read by this audience. If you sell organic cloth diapers, it makes little sense to advertise in a hunting magazine. Determine who your ideal prospect is and then think from their POV to determine what kind of information or form of entertainment they are drawn to.

Determine Reach

Once you’ve selected the magazine that makes the most sense to advertise in, you’ll want to determine its reach. Ask the sales representative for the magazine’s circulation numbers and pay attention to the number of direct subscribers to the magazine’s circulation ratio. This is important because many magazines sit on the shelves of book stores and grocery stores and are never purchased.

You’ll also want to inquire about which states the magazine is distributed in, its cycle, pricing and market image.

Knowing market image is important because this is the subscriber’s perception of the magazine’s quality and content. Magazine A might have a lower circulation rate, but if it has a better image than Magazine B, it has a greater chance of being read by your prospective customers who will then view your ad and place more trust in it.

Determine Placement

Next, decide where to place your ad within the magazine. According to Starch Advertising Research published by the Rochester Institute of Technology, placing ads next to the table of contents offers the best reach. If your budget doesn’t quite allow for this, placing your ad next to an article or editorial related to your offer is also a good option. For example, if your ad is offering a free consultation on window Improve Your ROI with These Magazine Advertising Strategiesreplacements, you could place it next to an article about home winterizing.

You may also consider piggybacking and place your ad next to another prominent ad. Leverage someone else’s budget and claim a spot right next to those big ads so the reader’s eye will naturally be drawn to yours.

Make Your Budget Work Harder

You should always ask your sales rep for a media kit that lists all the rates for the various ad sizes. When placing your order, be sure you understand how the magazine’s scheduling and readership and your business cycle all work synergistically to reap the greatest rewards.

Also, consider using some of your advertising budget to create professional ads. Depending on what your offer is and who your ideal customers are, a polished ad can mean the difference between seeing a 3% increase in sales or a 7% increase.

No matter what you may have heard about the “death” of print, advertising in magazines is still one of the most effective ways to get messaging in front of a target audience. Magazines reach millions of consumers on a regular basis, deliver ROI, generate positive brand awareness and significantly increase sales. In other words, if you haven’t included magazines into your marketing plan yet, what are you waiting for?

Download this fact sheet and learn 10 reasons why magazines are still an effective advertising channel.

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Topics: magazine advertising

3 Reasons Magazine Advertising Still Matters to Your Business

Posted by Hannah Hill on Tue, Mar 04, 2014 @ 08:43 AM

What do Lexus, Barbie, Target and Subway have in common? I’ll give you a few seconds to connect the dots between the luxury automaker, plastic diva, one stop shop and Jared’s favorite fast food sandwich chain before I give you the answer. One second, two seconds, three seconds…

Stumped? They are four of the many advertisers who invested in the 2014 Sports Illustrated Swimsuit Issue purchasing a combined total of 112 ad pages. These advertisers know magazines are still capable of reaching consumers so they continue to spend. That’s pretty 3 Reasons Magazine Advertising Still Matters to Your Businesssimple logic. It’s worth mentioning that the 2014 issue has eight percent more ad pages than last year’s edition and the most since 2007. Advertisers are taking advantage of the 50th anniversary issue and hoping it draws readers far and wide. Either that or the majority of the ads were created by men who want an excuse to purchase the magazine. More than likely it’s a little bit of both. At any rate, this year’s ad pages sold like hotcakes, which is proof advertisers still rely on magazines to promote and sell their products and services. If following the example of the aforementioned advertisers isn’t enough to convince you, below are three reasons magazine advertising should still matter to your business.

1.  Magazines offer advertisers highly targeted audiences

Whether you are looking for single, middle-aged cat ladies or the more adventurous, Harley Davidson junkies or anyone in-between, you can reach them through magazine advertising. Due to the breadth and depth of magazine titles available to consumers, advertisers are able to pinpoint their target market and then purchase ad space in the magazines they subscribe to (or those they steal from the dentist’s office). For this reason, magazine advertising results in less wasted coverage and therefore increases return on investment.

2.  Magazines have a longer shelf life than most other media

As a magazine subscriber I can attest to the fact that magazines tend to stick around my home longer than newspapers or direct mail. I read my magazines cover to cover during the course of a few days and then stash them in a magazine basket in my kitchen for future3 Reasons Magazine Advertising Still Matters to Your Business reference. Tonight we are trying two new recipes from the January issue of SHAPE magazine. Depending on whether or not we like the BBQ pork sliders and sweet potato fries, that magazine could stay in our kitchen for quite a long time. Brands that invest in magazine advertising are basically invited to move in with their target market as long as they continue to provide value and do their fair share of the housework.

3.  Magazines offer advertisers a captive audience

I know what they say about making assumptions, but I’m still going to assume a magazine has been your workout buddy or kept you company on a flight for business or pleasure during the past year. Am I right or am I right? Consumers often turn to their favorite magazines for 3 Reasons Magazine Advertising Still Matters to Your Businessproduct reviews, gift ideas and advice on how to fill-in-the-blank while at home, in the gym or flying the friendly skies. They actually seek out magazines for both the editorial and the advertisements. I know I do. I am drawn to the ads in my fitness magazines because they align with my interests and the surrounding content. While having the time to read a magazine is often a luxury, I am glued to the pages for the duration of my breakfast, workout, flight, etc. Marissa Mayer recently announced Yahoo plans to blend ads with content to be more like Vogue and InStyle magazines because they captivate readers. “The ads in those magazines are as interesting as the photo shoots and the articles,” said Mayer. “I miss the ads when they are not there. I feel less fulfilled.” There you have it: readers enjoy magazine advertising.

Advertisers who invest in magazine advertising can reach highly targeted, captive audiences who will likely hold on to their magazines longer than some celebrities hold on to their marriages. If you are looking for more reasons to advertise in print, check out our blog post ‘Four Reasons Newspaper Advertising Still Matters to Your Business.’

Download this fact sheet and learn 10 reasons why magazines are still an effective advertising channel.

RELATED POSTS:

1. Magazine Readership Increases, and That’s the Truth

2. Six Reasons Advertising in Magazines is a Necessity

3. The Top Four Benefits of Magazine Advertising

4. Four Reasons Newspaper Advertising Still Matters to Your Business

Image credit: FitSugar, Kathryn Greeley Designs

Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, inbound marketing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.

Topics: magazine advertising

Magazine Readership Increases, and That’s the Truth

Posted by Scott Olson on Thu, Jun 06, 2013 @ 12:17 PM

You might not believe it, but total magazine readership for the first quarter of 2013 actually increased. Believe it. For the past few weeks we’ve talked about some of the benefits of magazine advertising and why marketers should be including magazines in their campaigns. And now this. Do you believe me now? I hope so.

We started a few weeks ago with the expansion of Meredith’s guaranteed ROI program, followed by the four benefits of magazine advertising and the six reasons you need to advertise in magazines. If you’re thinking to yourself, ‘enough already, we get it, stop beating the dead horse.’ Clearly there’s still some life left and today we explore what’s happening with magazine readership.

Now according to the article in MediaDailyNews, the total audience hopped up 2.36% from spring 2012 to spring 2013. I say ‘hopped’ because let’s be honest, while it’s an increase, it’s not a huge gain. However, it’s certainly headed in the right direction, and something advertisers and publishers should be happy to see.  The other thing about this increase is that it’s not coming strictly from where you’d expect: digital and tablet editions. Print editions of magazines are increasing as well, 113 of the 182 titles measured by GfK MRI, or 62%, reported increases in print audience. Unfortunately ad pages in publications continue to decrease.

One way to change that tide might be for advertisers to take a look at the titles with the biggest increases and better understand who’s reading those titles. For instance, it’s not US Weekly, TIME, Newsweek and Sports Illustrated that are seeing the major increases. Instead, the magazine readership is increasing in more specialized titles, like Psychology Today, Yoga Journal, Diabetes Forecast and Food Network Magazine.Magazine readership in specialized titles like Psychology Today and Yoga Journal is increasing

Looking at this list you might be thinking, ‘these are lame titles no one’s heard of, how are they gaining in readership?’ Here’s how: they’re specialized publications with content directed to a targeted audience. They get who they’re writing for and what to include, and their readership recognizes the relevancy of their content. My opinion is that’s exactly what advertisers are looking for: an engaged audience seeking and digging into what’s being delivered to them via their subscribed to media vehicle. If it’s not, you should let me know in the comments.

One major brand, while maybe not the most popular, has just returned to magazines after a five-year hiatus. Camel Cigarettes is launching a new campaign in a select group of publications after being absent from print media since 2007, according to a story in Ad Age. While the strategy has not been disclosed, tobacco companies, including R.J. Reynolds and Lorillard, the third largest cigarette maker, spent $96.2 million dollars on consumer magazine media last year. That’s a pretty penny, or one that’s a bit stained and yellow at this point.

Advertiser RJ Reynolds is coming back to magazines with Camel cigarettes after a five-year hiatusBetween the readership gains and advertisers such as Camel demonstrating a confidence in magazines, it’s clear the medium is still viable, both in print and digital platforms. What magazines do, as evidenced by the number of specialized titles, is target specific audiences in particular local areas. What this means for advertisers is an opportunity to target readership segments based on geographic as well as demographic traits.

If you haven’t considered magazines recently it’s time you brought them back into the discussion. Not just because Mediaspace can provide you efficient magazine buying, but because magazines can help you reach your local target audiences and increase your bottom line. If you want to learn about the benefits of local advertising, download our research report now. And if you’re interested in integrating your print and digital campaigns to reach magazine audiences on both platforms, we have an eBook for that, too.

Download the 10 Benefits of Local Advertising eBook

 Download the CMO's Guide to Integrating Print and Digital Media

Scott Olson is the director of marketing at Mediaspace Solutions. His career has spanned marketing positions in the non-profit, software and utility sectors providing various marketing experiences. You can connect with Scott on FacebookGoogle+Twitter or LinkedIn.

Topics: magazines, magazine readership, magazine advertising