Ways To Achieve Effective Magazine Advertising

To further entice the reader’s desire for your product, some magazines Christchurch like Magazines Today even offer advertisers an opportunity to include product samples with their ads. For example, witness the proliferation of “scratch and sniff” perfume ads.

How Much Does Ads on Magazines Christchurch Cost?

Naturally, all of these wonderful ad enhancements on magazines Christchurch like Magazines Today come at a premium. The cost of placing a full-page ad with all of the options in a magazine can be staggering. After all, the advertiser is actually paying for the production costs associated with printing a glossy, four-color publication.

Costs for placing ads on magazines Christchurch like Magazines Today will vary from publication to publication. They will also depend upon the size of the ad placed and the positioning of the ad. Magazine ads are sold by the page or page increment—full page, half page, quarter page, etc. Rates also depend upon the frequency with which an advertiser places ads over the period of a year. Typically, advertisers offer one-time, three-time, six-time, and twelve-time rates. Twelve-time rates are usually significantly lower than one-time rates. But, of course, you are paying that rate times twelve ads.

There are ways though on how you can cut expenses by simply doing the layout of your ad for magazines Christchurch. Here are tips for writing your own magazine ad copy:

Get the Consumer’s Attention

You need to take the consumer by storm by focusing on creating an eye-catching headline or phrase. Include a graphic or logo to establish the tone of the message.

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Avoid controversial headlines and pictures on your ad for magazines Christchurch. Humor should be used judiciously. It’s hard to come up with a humorous tone that is universally appealing. And especially with humor, make sure you are not offending anyone! On the other hand, a clever phrase or impressive graphic will attract the attention of, and be appreciated by, almost everyone.

Use Color Whenever Possible

Magazines Christchurch like Magazines Today offer the opportunity to use four-color photos and artwork to enhance the meaning and impact of your message. Use this powerful tool. Give your ad color if you can afford it.

Four-color ads traditionally have the highest response rate from readers. The response rate typically decreases as use of color is eliminated—from four color to spot color to black and white. If you can’t afford four color, but have a budget that will allow some “enhancement” over purchasing a basic black-and-white ad space, spot color is a good alternative.

Most magazines offer standard spot colors—red, blue, green, orange, or yellow—at one rate, and specialized “matched colors” at a slightly higher rate. Matched colors are generally chosen from the Pantone Professional Color System and are commonly referred to as PMS colors. These colors are available in a wide assortment of hues and variations. Your printer or graphic designer should be able to show you the selection of colors available.

Make Your Pitch Concise and Simple

List the benefits and reasons why the consumer should buy your product or service. Keep it short and simple. Readers aren’t going to treat your ad like a novel and sit down for a long read. You have only 10 to 15 seconds to get your reader’s attention and appraise him or her of the unique value of your product or service. So avoid long phrases or cute dialogue. Be precise and to the point on your ads on magazines Christchurch like Magazines Today.

Make It Easy for the Customer to Reach You and Order from You

To make it easy for potential customers to purchase your product or service, don’t forget to include your phone number (toll-free, if possible), website, or retail locations that stock your product at the bottom of the ad. If other special ordering information is needed, include that as well.

How To Use Print Ads In The Modern Digital Era

Many marketers are quick to write off print advertising channels in this day and age. With the powerful targeting and data options in digital advertising, it’s not surprising that businesses are often apprehensive to invest in print advertising. A print publication campaign with high quality advertisers Christchurch like Magazines Today, however, can be used for quality lead generation as well as brand promotion, if designed effectively.

Print advertising with high quality advertisers Christchurch like Magazines Today, like any channel, is not a perfect fit for every business. While evaluating the potential of this option for your business, first consider who your audience is and where they turn to for information or industry news. For example, if your audience is engineers, they will use the internet but are also likely to read and trust prominent trade publications for the latest research, news, and products. Once you identify potential publications, ask their sales rep about targeting options. Most high quality advertisers Christchurch like Magazines Today can provide you with a significant amount of information about their readership: industries, companies, job titles, and more.

Image courtesy of stevenlondon at pixabay.com

If you decide to move forward with a print advertising, consider these tips in order to use the ad to effectively generate leads for your business:

Combine a print ad with at least two other channels of advertising to the same audience

Many high quality advertisers Christchurch like Magazines Today have other services for their readership, like a website or e-newsletter, on which you can advertise as well. The key to print advertising is making it one component of an integrated campaign. If a print ad is combined with a banner on the website and sponsored content on an e-newsletter, you are able to reach the reader multiple times across multiple channels. The marketing concept alluded to here is “frequency,” which is the number of times on average that one person sees your ad. The rule of thumb in marketing is that the frequency should be three, meaning the average person should see your ad three times. Try combining the print ad with either two other advertising options or print buys in consecutive editions of the publication.

Ask the publication about lead collection options

Most high quality advertisers Christchurch publish a digital version of their print newsletter or magazine like the Magazines Today. Through the digital version, or perhaps through the supplemental email or website advertising you choose to do, some advertisers will give you the contact information for people who click on your ad. For marketers that are skeptical of how to measure the performance of a print advertising campaign, this feature allows for directly attributable lead generation. Make sure to ask your sales rep if the publication offers this option.

Rent an email list from the publication

Many publications also allow advertisers to rent their subscriber list, or a segment of their list. By renting, you don’t get their contact information permanently, but you do get the license to send an email to them through the publication. These types of offers usually include the ability to choose your targeted segment, create an email in your branded template that drives to one of your landing pages, and send the email in your company’s name. You can use this opportunity to craft a targeted vertical message to a corresponding audience. The benefit of renting lists through print publications is that you can get your brand in front of a highly-qualified list of new prospects.

Look into all of the advertising options they offer

Print publications like Magazines Today have significantly expanded their advertising options. Trade publications in particular now offer a plethora of advertising and content marketing opportunities. Take a look at a potential trade publication’s media guide for more information, but some of the non-print advertising options that I have seen include:

  • Writing or editing white papers for your company
  • Scripting and hosting webinars for your company
  • Developing and administering surveys to your target audience
  • Hosting your contest or sweepstakes
  • Custom research about your target audience
  • Vertical-specific magazines or e-zines
  • Designing e-cards for your prospects
  • Producing and promoting product or company videos
  • Producing and promoting podcasts
  • Article collaboration or sponsorship

Image courtesy of skeeze at pixabay.com

Print high quality advertisers Christchurch have been adapting their advertising options to compete with the new digital marketing channels. Many have made an effort to learn about their readership and incorporate digital opportunities into their advertising proposals. Print ads can be an effective contributor in a multi-channel integrated marketing plan. Talk to a potential publication’s sales rep and learn about all of the opportunities they have to connect you to your audience.