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Digg it UP - How to Advertise in a Magazine
I can’t tell you how many businesses I’ve seen fall prey to these marketing parasites. Every year, like clockwork, they make the rounds trying to get you to buy expensive radio advertising or costly phone book ads. They say that you need all the bells and whistles to really get your message out and you end up paying them too much for too little. Maybe this has happened to you before, maybe it hasn’t. Either way if you’re an entrepreneur or in small-business you need to protect yourself from these money pits.Most businesses don’t realize that to be successful all they really need is to have a marketing plan. They need to know what to do, when to do it, and most importantly why they should do it. Without a solid marketing plan they waste thousands of dollars on unproductive ads, costly phone book covers, or easily identifiable junk mail. All of this because some sales representative happened to stop by with a “deal”.Let me ask yo
There is a huge difference between readership figures and distribution figures, and to their own benefit, publishers will do their best t
The idea of Mobile Billboards came to me while strolling down a busy street on a typical work day in Los Angeles. I noticed an “advertise here” sign on the back of a bus with a phone number printed on the side. My curiosity led me to dial the number and upon hearing the pricing, I couldn’t help but smirk at the ridiculous fees that were being charged to display ads on a conventional, and such boring medium. At the time, I was president of a digital marketing company called Intellix Media, which was later acquired by Crenovate, Inc. With this background, I was quite familiar with the marketing and advertising industry and really understood the benefits of outdoor media. As soon as I hung up the phone, I knew there was a vast market in outdoor advertising that was yet to be explored. Why not create a customized truck that could carry standard size billboard ads around town for the sole purpose of advertising? This mere thought was the steppin
Which Magazine?
Magazines can be an excellent source of advertising, but you have to know which one. Besides choosing a magazine with readers that will be intrigued by your products and/or services, you most likely want to choose a magazine with a large readership. Determining the level of readership for the magazine should be one of the first aspects looked into, but sometimes the reports of readership can be misleading.
A magazine may tell you that over 100,000 people will be exposed to your ad. That sounds great but the magazine only prints about 60,000 copies. You have to consider that a decent proportion of the magazines they produce are going to dealers and newsstands meaning that a good number of magazines may never be opened at all. Also, publishers may conduct surveys to gain a sense of readership that could be misleading to the advertiser. For instance, a publisher may ask an office subscriber how many people work in the office, so the publisher will count all of the people working in that office as readers (though they may not be so). Publishers do the same with single subscriptions delivered to a library.
There is a huge difference between readership figures and distribution figures, and to their own benefit, publishers will do their best to
Attracting and keeping long-term clients is a prevailing approach for your growing business. Long-term clients who are pleased with consistent on-going good service, are likely to refer others to your business, and are more likely to buy further services from you. The confident professional, small business owner gains by focusing on certain sound tactics for long-term client maintenance. Just like a free online classifieds, your business should always keep, treasure and maintain healthy relationships with its contacts.Focus marketing on your existing clients. Your present customers have already done business with you for some time and are more likely to buy from you again. If you direct most of your time, efforts, and resources on serving your enthusiastic clients, you'll find that they will be your most effective free classified advertising tool.Behave towards your clients with honesty, humour, and respect and maintain this over t
A magazine may tell you that over 100,000 people will be exposed to your ad. That sounds great but the magazine only prints about 60,000 copies. You have to consider that a decent proportion of the magazines they produce are going to dealers and newsstands meaning that a good number of magazines may never be opened at all. Also, publishers may conduct surveys to gain a sense of readership that could be misleading to the advertiser. For instance, a publisher may ask an office subscriber how many people work in the office, so the publisher will count all of the people working in that office as readers (though they may not be so). Publishers do the same with single subscriptions delivered to a library.
There is a huge difference between readership figures and distribution figures, and to their own benefit, publishers will do their best t
The Client: New Deal Playing Card Company “Making the best of the hand you are dealt.”Several months ago I took a phone call from an executive at The New Deal Playing Card Company. Her husband had just invented, patented and launched a unique line of ergonomically correct playing cards designed to fit the natural curvature of the hand. The woman had come across a magazine article about another client of mine whose new product was receiving some widespread media exposure. “Can you do the same for us?” she inquired. We did and to our delight the campaign was even more successful than the other campaign she had initially inquired about.We researched and implemented a multi-faceted campaign of publicity and media exposure that quickly spread the news about New Deal Playing Cards through the media market. We generated dozens of features in media outlets nationwide including: every local print and TV medium in their market; large general c
A magazine may tell you that over 100,000 people will be exposed to your ad. That sounds great but the magazine only prints about 60,000 copies. You have to consider that a decent proportion of the magazines they produce are going to dealers and newsstands meaning that a good number of magazines may never be opened at all. Also, publishers may conduct surveys to gain a sense of readership that could be misleading to the advertiser. For instance, a publisher may ask an office subscriber how many people work in the office, so the publisher will count all of the people working in that office as readers (though they may not be so). Publishers do the same with single subscriptions delivered to a library.
There is a huge difference between readership figures and distribution figures, and to their own benefit, publishers will do their best t
Climb to the Top by Window Cleaning in Las VegasIf you visit the city of Las Vegas, window cleaning is a serious business. While there are your average jobs with the casinos, hospitality, travel and transportation, retail, law, clergy, and medicine, window cleaning has earned itself a spot in the community. Among the many buildings there, including over 202 high rises, and 10 of the world s largest hotels, they all have windows that need to be maintained as frequently as possible in order to keep up the glamorous appearance the city s decorative lights, structures, and billboards lining the streets. Some of the most challenging structures to clean are the Wynn Las Vegas, towering at over 50 stories high, the Las Vegas convention center, the Mirage, the MGM Grand Hotel Theme Park, and the famous Stratosphere Hotel and Tower, which is the fifth tallest building in the U.S. But aside from the sight-seeing attractions
There is a huge difference between readership figures and distribution figures, and to their own benefit, publishers will do their best t
Former managing director of Boston-based integrated marketing firm Polese Clancy, Christine Arena now calls the West Coast home. She is author of Cause for Success (New World Library, 2004) and The High-Purpose Company (Collins, 2006). In this interview, she describes the “litmus test” she developed to identify high-purpose companies, and provides advice on what organizations can do to meet their corporate responsibility goals.The term “corporate social responsibility” is used quite liberally these days. How do you define it? There are a lot of people in the business world that regard it as a form of marketing or philanthropy. When they speak about it, they think about it in terms of a company effort to do good, to give back to society or to appear as a Good Samaritan.I disagree with that totally. In my view, and according to my research, corporate responsibility is really about being respo
There is a huge difference between readership figures and distribution figures, and to their own benefit, publishers will do their best to blur the difference to advertisers. An advertiser has to get a sense of how often a potential reader will generate a potential sale. You want to get a number of paid subscribers instead of distribution numbers because paid subscribers are most likely going to be your target market and the ones that are more likely to read the magazine all the way through (looking at the advertiser’s spread).
Media Kits
When contacting a magazine about possible advertising, ask them to send you a media kit. The media kit will contain useful information and will provide you with a better outlook about the company. The kits include:
- Sample issue of the magazine
- A rate card which explains the advertising rates, allowable discounts, positioning, etc.
- Advertising specifications
- Circulation information
The media kit will give you a better view of the readership and the benefit of placing your ads with the magazine. Some information may show intricate numbers into demographics and the socioeconomic status of readers.
Newsletters
Advertising in newsletters is another excellent source of advertising. Most people who subscribe to them will read the e
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