Strategies that will make magazine ads work

Most companies use an integrated approach in advertising by carrying out ads in multiple channels. You’ll therefore find a company advertising in radio, TV, magazines and a variety of digital channels.

Because of its ability to target very specific audiences, magazine advertising is always one of the channels that many companies use. While magazine advertising has really huge potential, the success you’ll achieve with it will be determined to a great extent by the ad strategies you put in place. What are the very specific strategies that will make magazine ads work for your business?

Identify the right magazine
The biggest secret to making your marketing message reach you target audience is in identifying the magazine that is right for you. Ideally, carrying your ad in a magazine that is industry-specific will guarantee that your ad reaches a very specific audience.

While magazines serving your industry could be ideal for your ads, it should also be noted that a magazine’s reputation is paramount. If the available industry-specific magazines have a poor public image, putting your ad there could be inconsequential. In situations like that you might consider advertising in a general publication that is highly rated.

Advantages of Magazine Advertising


The sub-prime crisis hit businesses globally and magazines were not spared. Pressed by the uncertainties of the global economy then, many companies undertook drastic cost-cutting measures and in most companies the marketing departments were the worst hit. Advertising expenses were greatly reduced and ad revenues for magazines plummeted.
With subsequent improvements in the global economic outlook, many companies have been slowly but surely going back to advertising in magazines in appreciation of the benefits that this ad channel offers.

Great at audience targeting
Magazines provide an ideal channel to target a specific audience. There are magazines that specifically address women issues and others that target people in a certain geographical location. Other magazines target people of certain age groups while others are industry-specific. In a nutshell, when you carry your ad in a magazine, you know the exact people it is going to reach. This is very much unlike a general readership newspaper whose consumers you can never be certain about.

Better quality and prestigious ads
The glossy ads carried in magazines are irresistible to readers. Unlike a newspaper ad, an ad in a magazine is usually sharper. Presented in full color, such an ad gives you prestige in the eyes of the reader and is a good way to help build your brand.

Longer shelf life
People hold on to magazines for longer periods than they do newspapers and publications. Since some magazines address gender or industry-specific issues, they have a timeless quality. The matters discussed in one issue might have far-reaching consequences and readers usually hold on to these publications for long periods. Some people could also keep important magazines as reference material. When you advertise in a magazine therefore, your ad will continue reaching potential customers long after the ad is published.

A loyal fan base
Considering the quality and printing costs associated with magazine ads, they tend to be rather pricey and this is one of the reasons that make some people shy away. However, it is important to remember that most magazines have loyal fans that would never miss an issue and you are therefore assured that your ad will reach the intended audience. Rather than miss out on the advantages of running magazine ads, some companies choose to take small-sized ads while others negotiate favorable terms with the publishers. Publishers could give you special discounts if you book your space in advance or when you run ads in several issues.

Wide Instant Reach with Magazine advertising

If time is money, you save a lot of it when you make your publication available in a digital format. It takes time to print and distribute a paper publication and this time is saved when you provide a digital publication as the distribution is done instantly over the internet. Digital publications also overcome the geographical barriers that paper publications have to contend with. At the touch of a button, you can make your publication available to subscribers all over the world.

Greater quality
With a print publication, you are limited to using only images and written content. A digital publication has both of these and, in addition, could incorporate videos and slides. The user experience is therefore enhanced when you provide a digital publication.

Good for advertisers
With a print publication, there is no precise way of telling who exactly it reaches. The person who runs an ad in such a publication cannot be sure that the ad reached the targeted audience. With a digital publication, the advertiser knows with exact precision the number of people that clicked on an ad.

With so much going for digital publications, there is no reason why your magazine should not be available in this format.

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