Should I Advertize in a Mag or Paper?

Every day, small business owners get Targeted with offers from various companies, charities or organizations promising results for advertising.
So do you get the results you after?
Here a look at all of these various venues, and offering our opinion on each.
Magazines and Publications
Magazines were a once-thriving industry and there was a magazine for every hobby, career, sport, passion and more. And for good reason – these used to be the primary way of publishing niche-specific stories, information, and advertising.
These days, due to the internet, it’s increasingly difficult to survive as a very, very niche publication, or a very broad and non-specific publication, due to the accessibility of information online. For years now, the number of publications failing in the last decade or so has been alarming.
But that’s not all the news. Today, there are actually a lot of great publications doing fairly well these days. Publishers who specialized and found a great niche, publishers who were on the forefront of incorporating the web, and national publications that were able to persist and take over market share.
Categorizing Publications
The first thing I want to do to determine if magazine ads are a good spend is categorize them by their target markets and audience. There are, in my opinion, three main types of magazines: national distributions, niche publications, charity publications and Local Free and paid daily and weekly papers,
National Distributions – Anything that’s broadly categorized with a focus on long-form journalism, and distributed to a wide audience without focus on any particular niche.
Niche Publications – a magazine that focuses on a very narrow topic. Hobby magazines, food magazines, local-specific magazines and more.
These have very specific audiences and the topics usually revolve around the one niche market.
Advertorials – these are the magazines or Local papers or that are distributed to your mailbox or delivered to your door.
Page after page of ads – little focus on content and made strictly to sell ad space. Think home guides or home improvement magazines.
National Distributions
These magazines offer a HUGE audience to get your ad in front of. If you can get your ad in front of millions of people, that’s good, right?
But what you have to think about is out of those millions, how many are actually interested in your product?
Unless you’re a huge national company with a popular product, I’d guess not too many. And weighing that with the costs.
the return on investment usually just isn’t there.
And again, this post is written with the premise that you’re a small business with a limited budget this i snot for you.
Niche Market Publications
Where national distributions have a broad audience, niche publications narrow it down to, usually, just one very specific topic They’re typically not nearly as widely distributed, but have much more engaged readers. These come in the form of industry-specific magazines, region-specific magazines.
These offer articles related to a specific genre, and its advertisers usually sell something related to the subject. (Can be expensive)
May work but choose carefully look at prevous publications are ther add simular to yours.
Adds in Local Free Paper, Daily and Weekly Papers Paid.
You see these magazines or local per distributed free straight to your mailbox, or those magazine boxes labeled “free” alongside a retail center.
They’re home guides, car listings, home improvement services ads, and the like. The content inside these is very highly weighted towards ads, have articles that are clearly ads, and some forgo articles altogether. They make their money not on subscriptions, but by advertising only.
I suspect they have their roots in a time when it was difficult to find listings for services, or various high-priced items, as an alternative to other forms of advertising like the phone book. The question that really determines how it would work for you is if your product of service fits one of these niches, and the value of a sale covers the cost.
And sometimes, for instance does not even get a rerun for the cost of the ad placed.
So, Should I Advertise in Magazines?
This question really is determined by your business and your target market. If you own a cool local business,
then maybe a local niche publication may work for you. If you sell wine-related accessories, then maybe a wine magazine might be a good fit.
But, according to the premise of this post, I’d stay away from national distributions, as the cost is prohibitive. I always look at marketing from a cost and return – will you make back more than you spend, including the time and cost to design the ad, the call tracking setup costs, and more.
And, in the case of advertorials, I may be a little bit biased since I’m in the internet generation, but I think there is much better value to reach their specific markets online.
Does todays generation and life styles use those types of magazines….?
Maybe or Not, in the right niche.
A few things to note when running an ad in a magazine:
• Get a copy of the ad specs and follow them – nothing is worse than an ad that is the wrong size or resolution – and if you run it in a magazine that isn’t careful or doesn’t care, your ad will look pretty poor.
• Use a professional graphics designer – having a slick, clean and attractive ad goes a long way. If you have a set company brand, follow it, and if not, make sure the design is compelling and stands out.
• Always use a call tracking number – you need to track the effectiveness of your ad, and you can’t do that if you’re not monitoring when calls come in from the magazine as opposed to other sources.
• Negotiate your prices – the media kit should be looked at as a guide. You can almost always negotiate a better advertising rate.
• Ask for online advertising as well – every magazine worth its salt has a website these days.

Advertorials
You see these magazines or papers distributed free straight to your mailbox, or those magazine boxes labeled “free” alongside a retail center. They’re home guides, car listings, home improvement services ads, and the like. The content inside these is very highly weighted towards ads, have articles that are clearly ads, and some forgo articles altogether. They make their money not on subscriptions, but by advertising only. I suspect they have their roots in a time when it was difficult to find listings for services, or various high-priced items, as an alternative to other forms of advertising like the phone book. I honestly looked for advertising rates but couldn’t find a good sample size. I’ve seen media kits showing rates in the several thousands, and have personally been offered ads for under $1,000. The question that really determines how it would work for you is if your product of service fits one of these niches, and the value of a sale covers the cost. And sometimes, for instance if you’re a real estate agent, you have to advertise not to sell the listing, but to satisfy the demands of your seller.
• So, Should I Advertise in Magazines?
This question really is determined by your business and your target market. If you own a cool local venue, then maybe a local niche publication would work for you.
If you sell wine-related accessories, then maybe a wine magazine might be a good fit. But, according to the premise of this post, I’d stay away from national distributions, as the cost is prohibitive.
I always look at marketing from a ROI perspective – will you make back more than you spend, including the time and cost to design the ad, the call tracking setup costs, and more.
And, in the case of advertorials, I may be a little bit biased since I’m in the internet generation, but I think there is much better value to reach their specific markets online.
A Few Things To Consider when RunningAn add In a Magazine or Not:
• Get a copy of the ad specs and follow them up before printing – nothing is worse than an ad that is the wrong size or resolution – and if you run it in a magazine that isn’t careful or doesn’t care, your ad will look pretty poor.
• Use a professional graphics designer – having a slick, clean and attractive ad goes a long way. If you have a set company brand, follow it, and if not, make sure the design is compelling and stands out.
• Always use a call tracking number – you need to track the effectiveness of your ad, and you can’t do that if you’re not monitoring when calls come in from the magazine as opposed to other sources.
• Negotiate your prices – the media kit should be looked at as a guide. You can almost always negotiate a better advertising rate.
• Ask for online advertising as well – every magazine worth its salt has a website these days. Ask what the cost of packaging your ad with something online is – even if it’s just a link, it’s better than nothing.
• Ask what the cost of packaging your ad with something online is – even if it’s just a link, it’s better than nothing.
• You always do a are add online Gumtree and Ebay and there are many Free Directories both Local and across Australia.

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