In this digital age, some people think that paper and ink are passé. The time for print ads in magazines has come and gone, like the dinosaur and the dodo before them.
The problem here is that the dinosaur is still a beloved childhood icon. The dodo still gets mileage as a reference to its extinction.
In the same way, the situation for print media isn’t dead. The situation has merely changed.
Print media are still an excellent way to get your message across. You just have to pick the right media. When it comes to advertising in magazines, here’s some advice you can use.
Always, always choose the right publication.
You can do more harm than good if you pick the wrong magazine. Instead, you want to look at ones that reach your target market – don’t put ads for ladies’ cosmetics in a men’s health magazine.
If this step isn’t obvious, you might want to hire someone to manage your advertising strategy.
Do your research and check on the circulation.
Once you have the right audience, you need to look at what’s available in that market. Any given field or niche might have two or more competing magazines. If you can’t afford to print ads in all of them, you need to pick which one is best for you.
Talk about their circulation numbers and distribution areas. Focus on actual subscribers, because you want the copies in the hands of readers. You don’t want the ads languishing on the shelf of some store, where no one buys them.
Also, make sure the image of the magazine aligns with yours. If you’re projecting an adult service, you’ll want to avoid one that’s for children.
Think about respectability. If the magazine has a small subscriber base but respected in its area, you’ll have an overall better chance than with one that’s a widely-read rag.
Make sure the ad is in a spot where it’ll make sense. Placement near the table of contents is the holy grail, but most folks can’t afford that. Instead, aim for places adjacent to articles related to what you offer or next to something more prominent to borrow eye traffic.
Manage your amount of text.
Print ads should be short, sweet, and to the point. However, the rule isn’t iron-clad. Sometimes, you’ll want to add length because of what you’re selling. For instance, you’ll want to include specifications if you’re selling a car or a computer.
No matter how long the copy of the ad, remember to parse it into smaller bits. The text still needs to be concise, even if you’re delivering a lot of information.
Finally, catch the eye and compel them to read with a solid headline.
People don’t technically read ads. The eyes gloss over them unless there’s something written that catches the attention. Know your audience and design the headline to catch their attention.