Print Advertising FAQs

Q: In which publications should I advertise?

A: There are many factors to consider and we cannot cover everything in this short section. However, the two most important considerations are which publication 1) reaches my target audience and 2) publishes pertinent editorial? Once you’ve defined who you’re trying to reach, you can investigate each publication’s circulation, based on detailed circulation information. Make sure the publication provides you specific information on what types of businesses and titles you reach with its magazine. Ask for any supplemental data that shows “purchasing power” of its readers for specific product groups. Does the publication reach a high percentage of your target audience? Request to see any BPA or ABC circulation “audits” (there are objective third-party services that review and certify the distribution claims of the publication) to gain additional information. Read several issues cover-to-cover to determine if the editorial is appropriate to your product. If you offer a telecom product, for example, and the publication’s slant is more “financial news,” you may consider a more direct route for your advertising. Definitely submit your press release on financial earnings or your latest merger to that publication, but it may not be the best bet for your product-specific advertising.

Q: There are too many publications—how do I choose?
A: Research shows that if you advertise in the top two industry publications, you’ll reach the majority of your prospects, without much overlap. Which publications reach more prospects? And, which has the most applicable editorial? Prospects who are reading industry-related editorial are more receptive to your ad message. (And, you are not only considering these publications for advertising but want to make sure they are good editorial prospects.)

Q: How many times do I need to advertise to see response?
A: It depends on the frequency of the publication (is it weekly, monthly, bi-monthly?) Generally, it is recommended that you run an ad 4-6 times in consecutive issues before you have enough exposure to gauge measurable results. Prospects are leery of companies that run an ad once or twice and then are never heard from again—it communicates industry instability. If you’ve done your homework, you should be confident enough to run several times in a publication without “testing the waters” with an ad here or there.

Q: Is it better to run (3) full-page 4-color ads or (6) 1/2-page black and white ads?
A: Again, there are many factors to consider. However, consistency of message is important to long-term response. If you’ve chosen the right publication, you should get more for your ad dollar by running a higher number of ads, even if they are smaller. Why? Because your prospects have more opportunity to see your ad and respond. You can have a highly effective 1/2-page black and white ad that offers a benefit and call-to-action. How you use your space is as important to your success as deciding what size ad to run.

Q: Does adding color to my ad make a difference?
A: Depending on which study you refer to, experts claim you’ll see a 20%-40% increase in response by adding color (either 2-color or 4-color) to your ad. What are you trying to achieve? If you’re trying to create a splashy brand or image, you may want to incorporate 4-color into your advertising. If you’re trying to sell product, you may find that running black and white or 2-color ads more frequently accomplishes your goal. Remember, you can have the most colorful ad in the world but if you don’t cite “benefits” over “features,” and include a “call-to-action,” you may not achieve the desired response.

Q: What’s the difference between “benefit” and “feature”?
A: A feature is something that describes your product or service and is in your terminology. A benefit is something that describes how your product or service will “benefit” your prospects—save them time, money or make their life easier. And, it’s usually worded from a customer’s perspective. Feature example: Our widget is compact and offers dual voltage capability. Benefit example: It’s convenient for you to carry and is versatile enough for you to use in the US and abroad.

Q: We’ve been running the same ad now for months. Should we create all new ads because we’re bored with seeing the same old thing?
A: Boredom is not reason enough to spend money on new creative. How are your current ads performing? Are your ads still generating response? (Remember to ask incoming callers how they heard about your company or product.) If so, you may want to continue running your current ads, or interjecting a few new ads created from the same “template” but showcasing different products. Consider creating ads that feature several products to generate even better response. Your goal is to create a consistent look and feel about your company, while communicating your products’ benefits. Just because you get bored quickly with your ads doesn’t mean your audience will—you see it every day. Repetition establishes brand recognition, familiarity and trust with a company you eventually decide to do business with. Spend a little more money in researching the leads you do receive, to find out which venues are more effective for you.

Q: What position is best?
A: Feeling pressured to have the back cover or inside front cover of a magazine? Those can be good positions if you have a lot of money to burn. But, what’s available for those companies without the $1 million budget? If you don’t ask for a special position, you probably won’t get one. However, many publications will oblige your request, if asked at the time of order. First, ask the publication for any research that shows what areas of their magazine are most read. For some, it may be the New Product section. For others, it could be a Salary Survey or favorite column. Find out for that particular publication which areas are most popular, then request a consistent position within that section. Studies show that right-hand pages provide higher response than left-hand pages. Second, if a magazine’s editorial ratio-to-ads is high enough, you may be able to request that your ad appear on a page of editorial without other ads. Third, find out what editorial is planned for future issues. If there is a hot topic scheduled for December, ask to appear on a right-hand page within that article. Last but not least, try a position for a few issues and then switch to another position and measure your results. Which performed better? Note: Many publications say they charge a premium for special positioning but will waive it if pressed.