Nowadays, email and websites are touted as the best ways to get new business. The traditional means of attracting leads or customers using print advertising or direct (snail) mail seem to have fallen by the wayside. While it may be true that online advertising can be a cost-effective way to attract customers, don’t forget about print campaigns to augment your online promotion activities. Magazines, in particular, can boost effectiveness of a marketing campaign. Research shows that magazine ads drive people to the web more than email or online ads. The Retail Advertising and Marketing Association (RAMA) and BIG research surveyed over 15,000 consumers and found the top 10 media that trigger an online search (Adults 18+) are:
51.6% Magazine
47.7% Read an Article
44.2% TV / Broadcast
41.3% Newspaper
35.6% Cable TV
35.3% Face-to-Face Communication
33.8% Coupons
30.3% Email Advertising
29.3% Direct Mail
28.2% Radio
Why are magazines so effective? Remember, many magazines are highly specialized. There are magazines devoted to the not-for-profit industry, like The Non-Profit Quarterly. What if your client base is local? As an example, in New Jersey, you can reach women over 40 with Silk Purse Women or people interested in organic foods by advertising in Edible Jersey. You might be able to find a local, national, or even international publication that reaches your target audience very cost-effectively.
Here are some questions to ask when considering magazine advertising as part of your marketing campaign:
1. What are their subscribers interested in?
2. Where are their subscribers?
3. How many subscribers do they have and when was that last counted?
4. Does the editorial style of the magazine fit my product?
5. How will the ad fit into the overall campaign? Will it drive people to a website, to make a phone call, etc.?
6. Can I afford to advertise more than once?
7. What is cost per conversion/sale? Can the campaign be profitable?
More interesting statistics and case studies are available for free from the Magazine Publishers Association.
