Make The Most Of Magazine Advertising
If you’re trying to decide what advertising medium your company should best invest in, advertising in magazines goes a long way.
Magazine readers tend to be loyal to the magazines they choose to buy, and end up getting that magazine every month, never mind what’s inside that particular month readers know automatically that the articles
the editors will come up with will usually be relevant to them.
This holds true for advertising in magazines. There is a real association made between the advertising content and editorial and therefore, worth the reader’s perusal. In effect, the affinity for the articles and other features in a magazine extends to the ads placed in that same magazine.
Somehow, the reader is placed in the right frame of mind to see the ads as just another interesting feature in a magazine, so the impact of magazine ads can be stronger than other types of advertising
in any of the six main media today.
Don’t think that TV commercials will always be better with a constant exposure several times a day. The reality is that magazines tend to be reread sometimes daily by different people, several times a day, and as often as TV commercials are shown.
But the price of a magazine ad is infinitely less expensive. Studies show that magazine ads are just as effective as TV commercials, and some even prove that a product’s selling rate, market share, brand penetration, and ad awareness have gone up considerably after a magazine ad campaign was launched.
There are different kinds of magazines for different interests, age groups, for male and female interests, and it should be quite easy to find the right magazines that are bought by your specific target market.
You should also advertise in several magazines (if budget allows) with the same target market, to capture more of the market share.
Ad placement must also be regular to have a better impact on consumers, rather than heavy ad campaigns for short periods of time. Even if a reader is passively browsing through a magazine, if they see that ad often enough for a long stretch of time, the product will stick with the reader.
Think of employing interesting and intriguing ad formats, such as gatefolds, which is basically an ad underneath the front cover of the magazine, but folded the other way. You can also try coordinating with the magazine to include samples of your products sealed in with the magazine’s plastic covering.
A new strategy in magazine advertising is the so called “advertorials,” where the editors of the magazine agree to put in an opinion article as a feature in the magazine, which is really an advertisement in disguise. This way, the ads don’t look like ads at all, and give extra exposure and more information on your product.
Another new strategy is combining different ad media in one campaign, such as TV commercials with the same theme and message as magazine ads, which work best when running together.
Statistics have proven that magazine readers tend to be the most active consumers after seeing an ad in a magazine.
With ad rates much lower than other kinds of advertising, it is certainly in your interests to make the most out of magazine advertising.
Andrew Long writes advertising related articles for publications and his own series of websites. Go to http://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertising and
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