Magazine Ads Versus Newspaper Ads

Magazines and newspapers are important print media used by companies to deliver advertising messages. While they share similarities as print media or publications advertising, the strengths and weaknesses of each medium are distinct. Newspapers tend to offer opportunities for the broadest range of advertisers, but magazines have strengths in helping you connect with a specific audience.

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Magazine Strengths

Magazines are typically read by highly interested audiences because there are specific magazines for various topics. Magazine publications advertising like that you can do with Magazines Today allows you to reach an audience that has higher potential for persuasion if your products relate closely to the topic of the publication. Magazines Today typically have glossy finishes and full color for strong creative design and this publications advertising strategy might can instantly attract numerous readers most especially when photos are abundant. People also tend to hold onto magazines like the Magazines Today longer than newspapers, which provides for possible repeat exposures to your ad over time.

Magazine Weaknesses

Magazines publications advertising are more costly than a newspapers’. You typically pay several hundred to several thousand dollars for a placement, depending on the circulation. The reach is also minimal because there are so many publications. If your goal is to reach a large audience, magazines aren’t your best option. Long lead times are a challenge, as well. You normally have to submit your ad four to six weeks before publication. Magazines Today publications advertising though might cost you lesser as they offer advertising plans that won’t hurt your wallet. Besides, the benefits you will get might just negate the pricey cost of publications advertising.

Newspaper Strengths

Newspapers offer affordable ad rates, which benefits small businesses on a tight budget. Local to medium papers usually offer smaller ad spaces for $50 to $200 per issue. Lead times are much shorter than those with magazines. You can normally get your ad placed within a couple days, which improves the timeliness of your message. Newspapers tend to enjoy high credibility because of the nature of the content, according to the Cengage textbook “Advertising and Integrated Brand Promotion.”

Newspaper Weaknesses

Despite the fact that many offer color, newspaper design isn’t nearly as captivating as magazines. Reproduction quality diminishes on large copy runs. Newspapers are useful when reaching a broad geographic market, but they are limited if you have a more specific demographic market. Newspapers have a short life, because most readers throw them out or recycle quickly after one read-through. Hundreds of ads in a typical publication also mean a cluttered environment. This limits your ad’s potential to be seen.

Magazine or newspaper, publications advertising is still not dead and it still brings numerous benefits despite the domination of digital, TV and internet.

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The Advantages of Business Magazines Publications

Magazine advertising or business magazines publications continue to be an effective form of communicating both brand and product-specific messages to targeted audiences. Your prospects approach professional publications with a specific goal – to find items of interest that will help their companies become more productive and efficient. At the same time, magazine advertising enhances buyers’ impressions about suppliers, leveling the playing field for companies of all sizes.

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Magazines Today business magazines publications create an environment of discovery, which allows you to reach prospects who are receptive to advertising messages. The business magazines publications of Magazines Today effectively reach high caliber industry professionals – innovators with the power to buy and specify your products.

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Ongoing communication with this audience allows you to initiate relationships early in the buying cycle when supplier selection can be influenced, creating initial product awareness, as your prospects search for new technology. By stimulating reader interest, they’ll be prompted to take further action – visiting your website and contacting you for more information.

Benefits

The major benefit of utilizing Magazines Today’s business magazines publications to businesses is its ability to display higher quality images than either direct mail or newspaper. Higher quality images, represented with full color and gloss, allow a clearer picture of your product, giving the public a better idea of your company. In addition, many magazines target a specific demographic, such as people who belong to a certain trade or of a certain age group. By advertising in magazines within your industry, you are almost guaranteed to reach your intended audience.

Geography

Even if you are a small business, you can advertise in the most widely read and distributed national magazines. National magazines often have regional versions of their magazines and/or sections dedicated to small businesses and specific locales. This is true with Magazines Today as its business magazines publications have several regional magazines. Small hobbyist stores often advertise in national magazines because people are sometimes willing to venture outside of their community to find a new supplier for specialty services.

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Time Frame

Magazines are typically kept for a longer period of time than newspapers because of their higher printing quality. Medical offices, for example, usually save magazines because they give people something to read while waiting for their appointment. A reader of a magazine may keep an issue if it contains particularly interesting information. If you put an ad in a magazine, it is likely that someone will, through some circumstance, pick up the magazine several months from its print date and see your ad.

Considerations

Magazine ads though are expensive no matter what publication you go with because printing on glossy paper is expensive. Small and mid-size businesses can reduce magazine ad costs by purchasing less than a full page ad. Keep in mind that you must negotiate your rate and turn in your ad far in advance of the publication date, usually 1 to 6 months beforehand. Publishers like Magazines Today may give you a discount if you purchase ad space within several issues. Also, Entrepreneur.com recommends researching any magazine with which you plan to advertise, especially if you want to advertise in a niche magazine. The SRDS database is a good place to find basics about publications, such as a magazine’s readership and distribution stats.