Advertising in magazines

[Scottishgifts4u]

I’m curious as to the value in small budget advertising in magazines and newspapers.

When I had my website we’d occasionally get approached by advertising agents trying to sell us space in a publication related to our field. Usually a basic credit card sized ad with a few details, web address etc.

As far as I can remember those ads were a complete waste of money, generating little or no response. We used discount codes so it was easy to measure.

Are these ads simply a space filler or do they add anything of value? Of course there is the very real possibility that our ads weren’t good enough which I accept.

Is it a case of go big or go home? Either get a decent sized professional ad or don’t bother?

 

[fisicx]

I get a classic car mag each month that has a load of adverts. I buy stuff from the advertisers because it’s relevant.

For everything else it’s eBay.

 

[Ozzy]

My view is for your industry, gifts, social media marketing should work better or having an Amazon, eBay, or Etsy style store to catch people searching specifically at the time of purchase.
Magazine adverts, as Fisicx suggests, may work if they are in a targeted publication but for anything more general such as gifts I'm not convinced.

 

[Deleted member 59730]

As the saying goes;_ 50% of all ad spend is wasted. The problem is no one knows which 50%.

 

[Deleted member 335660]

I’m curious as to the value in small budget advertising in magazines and newspapers.

When I had my website we’d occasionally get approached by advertising agents trying to sell us space in a publication related to our field. Usually a basic credit card sized ad with a few details, web address etc.

As far as I can remember those ads were a complete waste of money, generating little or no response. We used discount codes so it was easy to measure.

Are these ads simply a space filler or do they add anything of value? Of course there is the very real possibility that our ads weren’t good enough which I accept.

Is it a case of go big or go home? Either get a decent sized professional ad or don’t bother?

The problem with any media advertising is that you cannot always target the response. Some people come into our shop or visit our website and say that they saw our advert and others do not mention it.

I appreciate you used discount codes but maybe people visited your site but did not buy anything.

Media advertising is more about awareness and some research has shown that you need to have your advert in at least 3 editions. Obviously you need to check readership profile and geographical coverage before using a magazine.

It could be the quality of your advert, could be the position or size. I used to get editorial space with an advert to add value.

They can add value. We would make an advert feature a specific range of products and then we would set up our website and shop to feature these products. I wrote an article on a specific range and this was featured with the advert.

There are so many ways you can promote your company now, that it is a question of planning and coordinating all promotions to help each other.

 

[Paul Norman]

For this kind of ad to work there are two things I would be looking for:

1. A VERY targetted readership - such as the classic car example above.
2. A very visible advert that will leap out from the page.

An exception might be something very necessary, but relatively hard for people to source.

These days, even for areas I am interested in (boats/motorhomes) I don't take any written mags. So it would fail as a way to reach me as a potential customer.

 

[Mark T Jones]

I'll answer in a fortnight

I'm about to run an ad in a sector-specific magazine (outdoor leisure)

In reality, I have zero expectations for the ad itself, but it does tie in with a couple of events I will be attending, so will use it as part of the promotion.

I'm not really sophisticated enough to measure results beyond 'we saw your ad' but I'm fairly confident that it will add value to the overall plan

 

[Deleted member 59730]

Is it a case of go big or go home? Either get a decent sized professional ad or don’t bother?

I've probably worked on more ads than anyone else here. You certainly get better results by going big. Small ads only really work if they are well targeted. Holiday cottages on holiday pages work well.

Its not worth doing unless you get a professional team involved. Professional copyriter, designer and photographer.

I am a big believer in free PR puffs if done well. I once did a photograph for a kit car maker which got used on the cover of a kit car magazine. It resulted in enough work to keep ten people at the factory busy for 12 months.

 

[Fagin2021]

I’m curious as to the value in small budget advertising in magazines and newspapers.

When I had my website we’d occasionally get approached by advertising agents trying to sell us space in a publication related to our field. Usually a basic credit card sized ad with a few details, web address etc.

As far as I can remember those ads were a complete waste of money, generating little or no response. We used discount codes so it was easy to measure.

Are these ads simply a space filler or do they add anything of value? Of course there is the very real possibility that our ads weren’t good enough which I accept.

Is it a case of go big or go home? Either get a decent sized professional ad or don’t bother?

As ever, it's an 'it depends' question.
It looks like you don't have a website and your Facebook page is empty. If this means you are entirely dependent on customers visiting your shop it's unlikely, as @Ozzy says, that an advert for general gifts will bring them in.
I'm assuming that someone after a gift will want to browse the merchandise and you can only do that by linking your magazine/newspaper ad' to a website/social media page.
The possible exception is when you are advertising an event like a 'grand sale' at your premises.
As @Mark T Jones points out, advertisements work best when run in conjunction with other types of promotion.

 

[Mark T Jones]

One thing I had forgotten- you will get a lot if people trying to sell you sh!t on the back of your ad

 

[MBE2017]

One thing I had forgotten- you will get a lot if people trying to sell you sh!t on the back of your ad

Normally more ads, larger, smaller, in higher volume publications, or in smaller niche readerships. Very few people I know these days buy magazines, most head to YouTube for free tutorials.

 

[OMGVape]

We had a call today from a guy who found our ad in a 5yr old magazine.

 

[Annoying Donkey]

Advertise free beer...
Or in Scotland maybe free whiskey...