I get asked by my clients and prospects how soon will their ad generate a response, and how many new customers will they get? As my crystal ball at times is a little dusty, I have to respond, lets start off by offering the definition of advertising. While I know ROI (return on investment) is important depending on what your needs are should guide you into which medium you use. In this case multiple is better.
What is advertising? It is a form of communication for marketing and is used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. In other words – it is for branding and exposure.
The type of medium you use is also important. Print is not dead!! As women are the the ones who influence or make the majority of consumer purchases (84%), we love paper!! ~ Magazines rule here. As the product that I offer is a print and digital publication, I can offer multiple facts that support the use of print publications.
12 Facts to consider-1) Magazine readership has increased in the past 5 years; 2) The average subscription reached nearly 300 million in 2009, 3) Four out of five adults read magazines, 5) Magazines deliver more ad impressions than TV or Web in a half-hour period. 6) Magazine readership is growing in the age segment of 18-34 years old. 7) Since the foundation of Facebook, magazines have gained more than 1 million young adult readers, 8) the average reader spends 43 minutes reading each issue, 9) magazines continue to rate higher than any other media to include TV or internet, and has more engagement, 10) Magazine, and magazine ads gain more attention, as people can be distracted while watching tv or listening to the radio. 11) magazine drive more people to conduct internet searches 12) 67% of magazine readership occurs outside of the home. Convinced?
When considering who to advertise with, make sure that the magazine reaches your target audience and you are able to commit a minimum of 6 months consecutively. Content is also important – their must be a reason for your target audience to pick up the magazine. The reason that this is important, is that your ad needs to be seen more than once so WHEN your potential client needs to act, they can recall you as the person who can meet their need.
Magazine advertising does work. You just have to be patient and make sure you chose the appropriate vehicle to take your message. It is not a one way activity. You are the key, and need to have an active involvement in your success. Look for a partner, and not someone who will make you empty promises. If someone tells you your ad will get you 10 new clients, and they guarantee it – RUN.
