MAGAZINE ADVERTISING

Many of the same "print" type principles which apply to

newspaper advertising also apply to magazine advertising.

The biggest differences are:

 

* Magazines are usually weekly or monthly publications instead of daily.

* Advertising messages are more image-oriented and less price-oriented.

* The quality of the pictures and paper are superior to newsprint.

* Advertisements involve color more often.

 

The general rule that you can run the same ad 3-5 times within

a campaign period before its appeal lessens applies to magazine

advertising as well, even with a monthly publication. So it makes

sense to spend extra time and money to prepare a worthwhile ad that

can be successfully repeated.

 

Over long terms such as these, however, be aware that the

client (you) often tire of the ad before the audience does.

 

Because ads in magazines are not immediate, they take more

planning. Often, an ad for a monthly magazine must be prepared at

least a month in advance of publication, so ads detailing prices

and items have to be carefully crafted to insure accuracy.

 

Since the quality of the magazines are superior, the

advertising that you generate must be superior as well. Negatives

are usually required instead of prints or "PMTs" (photo-mechanical

transfers). Consider getting assistance from a graphic artist or an

advertising agency.

 

There are two categories of magazines: trade magazines and

consumer magazines. Trade magazines are publications that go to

certain types of businesses, services and industries. Consumer

magazines are generally the kind you find on the average news

stand. Investigate which type would do your business the most good.

 

An agency can also purchase the magazine space for you, often

at no charge, because the magazine pays the agency a commission

directly. If you wish to purchase the advertising yourself, contact

the magazine directly and ask for an "Ad Kit" or "Media Package."

 

They will send you a folder that includes demographic information,

reach information, a current rate card and a sample of the

publication.

 

Although most magazines are national in nature, many have

regional advertising sections that allow your business to look like

it purchased a national ad when it only went to a certain

geographical area. This can be especially useful if your product

or service is regional in nature as well and could not benefit from

the magazineþs complete readership. Each magazine does this

differently, so contact the one(s) you are interested in and ask

them about their geographic editions. Some sophisticated magazines

even have demographic editions available, which might also be

advantageous.

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