By Jen Collie (Advertising Sales Executive – The Retiree Magazine) shares her thoughts on the benefits of integrated print & digital advertising
What are your thoughts on the value of print and digital advertising?
Advertising on the internet or via e-newsletters, print and online magazines is often considered by marketing professionals as a much more cost effective medium than television or radio advertising particularly in a B2B or a B2C space. The high costs of televised commercials, which generally last less than 30 seconds and are shown a limited number of times per day, can be prohibitive to many advertisers. Ultimately marketing professionals must calibrate the content of the marketing mix according to their overall strategy, but integrated print and digital should form a key part of their marketing mix.
What media is best suited to effective target marketing ?
In my opinion, target marketing is more effective via the internet and through dedicated print magazines than any other advertising medium. Consider, for example, an advertisement for a new travel package aimed at retirees placed on a website targeting retired couples. Virtually every visitor to the website will be a retiree or connected to the retirement industry. This subsequently maximizes the impact of the advertising exposure and increased probability for measurable results.
Does the quality of a publication play a part in brand perception?
Of course a major plus to advertising in our print magazines is the ability to display higher quality images than either direct mail flyers or newspapers. Full gloss high resolution imagery provides a cleaner and clearer picture of your product or service, which ultimately adds value to the reader’s perception of what your business can offer them. Unlike newspapers, magazines target a specific demographic, incorporating age, gender, socio-economic status and employment into their criteria. By advertising in magazines targeted at your intended audience or industry, the majority of people who view your advertisement will be those you intended to see it.
How can small business benefit from national magazine exposure?
In my experience small businesses often advertise in national magazines within a region or category focused feature. It is a known fact that people are sometimes willing to venture outside of their region to source a specific product or service in another area. Take for example the wine industry… many Australians now enjoy tours and visits to wineries outside their own regions.
What do you believe is a key strength of magazine advertising?
Simply, if you put an advertisement in a magazine, it is highly probable that someone will happen to pick up the magazine several months from its print date and see your advertisement. Magazines have great longevity and your advertisement can endure for several months or even a year.