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Factors That Affect the Cost of Ads in Magazines
If you are looking for the right magazine for selling advertising space, there isn’t a one-size-fits-all way. There are several factors that affect the cost of advertisements in magazines, and you can use the following points to help you plan your budget and find the right marketing company to get your ads in magazines. Although each company’s marketing budget may differ, these are some of the key factors all advertisers should consider.
One of the primary factors in the cost for advertising in magazines is the size of the ad. Essentially every newspaper or magazine will charge more for larger ads than smaller ads, unless they have no intention of making money. Magazine advertisements are typically sold as fractions of a page, and the more real estate you use, the more it will cost. Find out what your prospective magazine’s rates are per size in inches and by fractions of a page, and consider the costs of posting your ad in a local or national publication.
If you commit to running your ads in multiple issues, you may be able to get a discount from the magazine you choose. One-time ads will cost you less overall, but for posting your ad in multiple issues, you could get a better value per ad even though you are using more of your budget. Keep in mind that some magazines also charge a setup fee, so inquire about this when speaking to your agent.
Running your ad in the regional edition of a national publication may cost less because these editions have less subscribers. However, aiming this high for a small local business may not be in your best interests. You may not need such a wide exposure if your customer focus group is local. The cost is usually a flat rate depending on the region, and it will be tweaked according to the ad size, color, and number of subscribers in the region.
Colored ads cost more than black and white ads everywhere you go. If your business offers a service, and the goal of your ad is to get your customers to call you, you may not need a vibrant full-page color ad. However, if you are trying to sell a product, especially for retail, color can go a long way. It’s true that investing in a colored ad can be more expensive, but you will get what you paid for. Colored ads stand out and catch the reader’s eye, and it gives you more versatility to customize and get creative with your message.
The positioning of your ad in a magazine is another factor that affects the price. This is because the more visibility your ad expects to receive, the higher the rate will be. Prime locations for maximum exposure include inside the front cover and back over, outside the back cover, facing content, and facing masthead. These spaces will cost more than the standard run-of-page placements.
Other options to advertise with in a magazine include advertorials, co-running a contest with the magazine, jacket wraps, samples, peel-outs, special effects, and more. These “creative buys” will make you stand out and inspire your customers to take extra time to inspect your ad. Perfume companies are known for including peel-out samples in magazines. When customers test the scent, it increases the chances that they will shop for the product if they like it. Going the extra mile to add a more sensory experience with your readers will cost more, but will help your ad achieve higher memorability.
What you see in magazine rate cards is similar to what you will see posted for hotel rooms—prices are always negotiable. Smaller magazines will generally give bigger discounts. A small regional magazine may offer more issues without charge if you commit to running a larger ad for multiple issues. Be sure to have a discussion about pricing options and discounts, and don’t take the rate card as is. Try to work with an agency that is willing to negotiate so you can get the best bang for your buck.
Time of Year
Prices may change depending on the time of year, such as the beginning of a season, or during the holidays. If a magazine expects their readership to peak during specific events or times of the year, you may expect to pay more or benefit from a discount. Promoting your service is your priority, so be sure to discuss this with the agency.
How Macromark Can Help You
Your business can greatly benefit from magazine advertising because it allows you to use the medium’s vibrant colored pages and direct access to your prospects to grow your business. Newspaper and direct mail are also great options, but magazines have something special. Posting your ad in a magazine makes it easier for you to use images to give your readers a clearer understanding and view of your offer. They also make it easy for you to target specific customers, so you have a better chance of getting leads.
If you’re ready to distribute your advertisements in magazines the factors mentioned above can help you find the best rate for your goal. When you negotiate with the right marketing agency, you can use this great platform to your advantage. At Macromark, we specialize in helping our clients create strong, effective, successful magazine ad campaigns. Our variety of services can be customized to suit your business goals, and we have packages that can work with a range of budgets. No matter the size of your organization, we can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust.
If you need help catching the eyes of your readers and establishing an effective magazine advertising campaign, consider working with our print advertising agency. Our services also include direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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