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Questions to Ask before Advertising in a Magazine
Advertising in magazines may appear to be on the decline, yet, believe it or not, it is still one of the most common ways for companies to build their brand and market their business. Many readers continue to subscribe to magazines, enjoying the tangible and sensory way of absorbing information. But there is a way to get the most out of your ad—it goes beyond simply posting your ad in any magazine. The choices you make when choosing to buy advertising space will affect how much you invest, the way you appear in the publication, and the response rates you get. Here are some important questions to ask before posting your magazine advertisements.
Is the Publication Any Good?
A publication may distribute to the right market, but it may not be a good quality option for you. You must choose a publication that readers constantly engage with and you should trust the value of its content. Some people will buy a publication just to review a few pages at the back, such as the sports section or listings, and may not look at the rest. Other publications, especially free ones, go straight from the mailbox to the garbage bin. You don’t want to waste your time distributing your ad in a magazine that gets thrown away.
Who Reads the Magazine?
It may sound like a simple question with an obvious answer, but you’ll be surprised how many advertisers forget to ask this question. Many publications will do detailed research on their readership and may have some socio-economic data on specific readers. Take the time to figure out if the publication in which you want to distribute your ad is appealing to the types of prospects you’re targeting.
How Many Copies Are Actually Distributed?
The publication you seek to post your ad with will give you a general figure for distribution, but you should ask them to break it down further. Ask about how many magazines are left on the shelves? How many are given to distribution points such as hotels or dentist offices? How many are given away for free and how many do customers need to pay for? These questions will help you get a better idea of how many copies are distributed.
Where Are the Copies Distributed?
For your ads to be effective, you need to make sure that as many copies as possible reach your potential buyers. Unless your product or service fits in a specialized category, there is a limit to how far people will go to access your offer. One of the biggest mistakes advertisers make is forgetting to focus their advertising on a specific geographical location. Find out where the magazine copies are distributed to get a better sense of how many customers you could reach.
Which of My Competitors Are Currently in the Publication?
It’s important to know who amongst your competitors also advertises in the publication. If you have a competitor or two, be sure that your ad has a well-defined value proposition and clearly identifies how your business is different. If you don’t distinguish your differences from your competitors, you force readers to have to choose between you or your competitors, rather than winning them over with your ad.
What Size Adverts Are Available?
There are different sizes that you could choose when posting your ad in a magazine. These options for most magazines include full page, half page, a quarter page, and even smaller page ads like third, sixth, etc. Ask your representative what is available and what will suit your marketing goals the best.
Can I Choose Where My Ad Is Positioned?
Ad positioning affects the amount of attention your message gets from readers. You should find out if you can choose where your ad is positioned, but be aware that you may pay a premium for certain positions in a magazine. The closer to the front of the magazine that your ad is, the greater the premium will be. The top half of the page also may cost more than the bottom half. The most expensive pages to post your ad on include inside the front cover, inside the back cover, and the back cover. These are usually sold in full pages. Don’t underestimate the value of being in later sections of the magazine, especially if they are on pages that your target readers will spend more time on.
How Am I Measuring Response Rates?
If you are small- to medium-sized business, you are most likely looking for a direct response from your ad campaign. You should ask your publication if it will provide a method to help you assess the results of your ad in a quantitative manner. Call tracking numbers can be obtained through a third-party that will route incoming calls to your business. They will also provide you with an exact count of the number of calls, length of each call, and other valuable data. You can also measure response rates by using coupons. By counting the number of coupon codes redeemed, you can find out exactly how many people responded to your ad. Another option is to use a visitor count on your web site. This number changes based on the clicks to a specific page on your web site. There are many ways for you to measure response rates, and you can talk with your marketing agent to find out what options can serve you.
Are There Any Editorial Opportunities?
In some cases, magazines seek extra content to fill spaces in their magazine. Editors may seek opportunities to support advertisers when their offer is relevant to an article. Another option to consider is paying for promotional editorial, which is sometimes offered as a package deal to include editorial and advertising. You can use this as an opportunity to share content that gives background to your brand’s story, product, service, or passion and connect it to your ad.
How Macromark Can Help with Your Print Ad Campaign
There are several important aspects to consider when choosing the magazine space for your ad. With the assistance of our media buyers, you can make the right decisions about ad placement based on your goals and budget. We can help you find the most cost-effective and successful spaces in newspapers and magazines to help your ad stand out and connect with your readers.
At Macromark, we specialize in helping our clients create robust, effective, successful print 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. We can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust.
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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