By Garth Wright, Sales Manager
Whilst Print isn’t dead, it is of paramount importance that today’s Media Company understands that the key area for stakeholders (advertisers) is the AUDIENCE and that today’s AUDIENCE consumes content across a number of areas, some will prefer to read a magazine / newspaper whilst others prefer to read content on their smartphone, laptop, ipad etc.
So a publisher must deliver their content across these channels to ensure they catch and cater for all. EVERY print product should be complimented with a website, e newsletter, e mag and social media.
MY TIPS FOR MAXIMISING OPPORTUNITY IN A RETURN ON YOUR ADVERTISING INVESTMENT
AUDIENCE – the first and foremost item to determine should be to identify the exact AUDIENCE you want your brand engaged with.
THE PRODUCT – Identifying the right media product that shares the same Audience as you! How is the media product engaging yours and their same audience? How is the media company delivering content to yours and their audience? This will greatly assist you in deciding that the proposed media product has a quality fully engaged audience (readership) that you want more of.
THE OFFER – Always try to negotiate Advertorial with your Ad. This is advantageous in that if you have an Ad & Advertorial in a Magazine / Newspaper for example you then have potential for that Advertorial being placed on the Publications website which in turn introduces you to more of your AUDIENCE. The most read Advertorials are never written in the context of ‘it’s all about me’ / “we are best and biggest etc etc’ / we do this, we can do that’…..write with a mindset of how your product / services have successfully contributed to the industry for example. Or better still, your article might be about the industry in general in which you then naturally lightly touch on how your company has assisted in helping the industry overcome a problem. This positions your Advertorial to have a generic feel about it!
Throughout the world, Niche media products are not only surviving but prospering whilst those mass circulated products can be somewhat hit and miss as they don’t have a real target audience. It is important for any advertiser to not get put off by mass circulation numbers over a small circulation. ITS ALL ABOUT THE QUALITY OF THAT CIRCULATION, if the circulation is small BUT you and the Media Product share the same audience (readership) then you are well on the way to investing your marketing dollars wisely opposed to guessing. Also its worthy to note that any Magazine / Newspaper that is individually direct mailed to subscribers is mailed for a reason…THE RECIPIENTS WANT THE PRODUCT, THEY READ THE PRODUCT……
Good luck!