Buying space in a magazine is exciting. Knowing that your brand, image or story will hold pride of place in a physical publication means something. There’s a prestige associated with appearing in print; a kind of shine that digital has never truly been able to capture.
Once you’ve decided on buying space in a print magazine, you should put some thought into what you want to achieve from that space, and your goals will then direct how to make the most of the space.
Advertisements help build your brand
If brand recognition and familiarity are your goals, a good looking print advertisement can help you stick in the mind of current and potential customers.
You can highlight the key features of your business, product or services, but it’s not the forum for an in-depth description of everything you offer. Advertisements that try to tell the whole story tend to look too busy and lose impact.
If your goal is to get customers to get in contact with you, be sure to include a call to action in your ad. It may be valuable to use a specific phone number or email address in your ad to help monitor the results. While that helps to give an indication of the specific reach of an ad, the results don’t adequately represent things like building brand awareness. A customer may notice your ad in a magazine but google you later and learn more on your website then contact you from there.
Print advertisements are a great way to reinforce your brand and message, and a great option to include in your overall marketing campaign.
Written content lets you delve deeper
While they say a picture is worth a thousand words, we all know that sometimes a picture can’t actually explain everything you want to express. That’s where using your magazine space for written content can be beneficial.
Through words you can engage the reader and really tell your story. You can give them a reason to remember you, to trust you and to eventually get in contact with you. An article in a magazine lets you show the reader what you can do through a story, rather than just telling them about your offerings.
When deciding what to include in an article designed to promote your business, always start with the customer in mind. What do they need help with? What can you do for them? An article that comes from this angle is always more appealing to a reader than something that is all about your own business.
Aim for repeated exposure
Magazines — particularly high-quality, niche ones — are often kept, shared and reread. Even so, there’s still something magical about flicking through a new edition. People usually read a new magazine with excitement and high attention. This is why ongoing campaigns are so valuable. Regularly seeing your ad or reading stories from different angles about your business help potential customers build familiarity and trust with your brand.
A one-off feature is great when you have a particular event or product launch you are promoting, but true traction comes from repeated exposure, so if you’ve booked magazine space for more than one edition and have the option to supply different content for each, put some thought into the various ways you can use this space to get attention.
There’s a time and place for both print advertising and written content, so make sure you know what you want to express and use them wisely to get the most out of your purchased magazine space.