A magazine advertisement could be the best way to convey your message to your target audience, with precision. However, there are a few steps you need to follow, if you wish to maximize your ROI on magazine advertising:
Choosing the right magazine
Publishing your advertisement in any random magazine will not do the trick. The magazine you choose should fit into your target market segment perfectly. Decide on the one that would be most likely read by your target audience. For instance, if you are selling organic cloth diapers, you may want to advertise in a hunting magazine.
[HINT: Think from the prospect’s Point of View]
Determining the Reach of the Magazine
The last thing you would want to do is put your money on a magazine that doesn’t really sell. Therefore, it is very important to determine the reach of the magazine that you want to advertise in.
Find out where the magazine gets distributed to, the cycle of distribution, the pricing and its market image. Market image talks about the way in which a subscriber would perceive the quality and content of your magazine. Advertising in a magazine that has a better image will help you obtain the trust of your prospective customers.
Also, check out the circulation numbers of the magazine and find out how many have directly subscribed to the magazine. There is no use advertising in magazines that just sit on the shelves of the grocery stores and book stores, never to be purchased.
[HINT: Contact your sales representative to get these details]
Determining the Placement of the Ad
The place where your ad appears in the magazine has a lot to do with the success of your campaign. Placing your ad next to the table of contents would be ideal if you want to achieve best reach. However, if this is not possible, you can place your ad next to an editorial or article that is related to your offer. For instance, if your ad is about dental implants, you may want to place it next to an article that talks about oral health/hygiene.
Another alternative is to place your ad beside another prominent ad. Big ads naturally draw the attention of the readers. So, by choosing a spot next to a prominent ad, you can gain maximum attention by leveraging someone else’s budget.
[HINT: Choose a place where your ad is most likely to be seen]
Allocating your budget
The quality of your ad is as important as the size of your ad. You should allocate your budget wisely between the creation of your ad and its publication. Keep in mind, the scheduling of the magazine, its readership as well as your business cycle, while allocating your budget.
[HINT: Get a media kit from your sales rep. This will include different rates for different ad sizes.]
Magazines manage to regularly reach out to millions of your consumers. If leveraged the right way, magazine advertising can create positive brand awareness, increase sales and deliver ROI. So, take the right step while the time is still right.