The Internet seems to have killed the Yellow Pages in most areas, and is in the process of finishing off daily newspapers as we speak. And so, it’s no surprise that clients sometimes ask us: “Has magazine advertising died as well?”
Absolutely not. For one thing, magazines have always enjoyed a different kind of readership than newspapers have. And for another, people still read them – on the plane, on the subway, on the way to work, and even in the office.
Of course, competition from the Internet is changing the way magazines work, but that can be a good thing, since it typically means lower rates for a targeted marketing opportunity. Here are a few tips to help you take advantage:
1. Study the media kit. You might have to look through the details to find what you’re looking for, but a careful review of a magazine’s media kit will show you all about their readership, not to mention what kinds of advertisers have been successful in the past.
2. Be careful with demographics. At the same time, realize that magazines have all kinds of reasons to inflate certain figures, like their circulation. So, take it all with a grain of salt and focus on the broad readership areas, not the exact numbers.
3. Test, test, and test some more. As with any advertising opportunity, you’ll want to test different marketing messages (and the ROI of your ads overall) before committing big dollars to long-term campaigns.
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