Magazine advertising?

[terryuk]

I haven't really tried offline marketing before, but I was approached for advertising in some mens magazines (not the dirty type), a banner ad in their advertisements section.

The audience sounds about the right kind of people who would buy, but has anyone had success with magazine advertising? How can you track the success?

I was thinking of advertising domain.com/magoffer, makes it a little easier when trying to track conversions?

Thanks!

 

[purebusiness]

I think it really depends on your product or service whether you will get a good response or not.

If you can secure an 'advertorial' rather than just a cold 'advert', this will add some substance to your company and will give you the opportunity to explain more about who you are, what you do and the benefits you can offer your target audience. Its very hard to get all this across with a magazine advert design, especially if you want it to look credible and slick.

Most magazines nowadays, especially the smaller more niche mags are desperate for advertisers. If you try and negotiate some press coverage to go with the advert that could help make your investment more justifiable.

 

[blueskythinker]

Hi Terry
Speaking from many years experience on both sides of the fence, I would tread carefully before parting with any budget for magazine advertising. I appreciate this is a massivily sweeping statement, but most magazine advertising doesn't work and unless you choose the right media you might as well be lighting a bonfire stacked high with tenners.
From my experience the only magazines which pull a tangible response are those with circulations way over 250,000. In the mens market, that leaves FHM (which isn't selling like it used to) Top Gear Magazine, Q and the colour supplements.
Specialist press always has the appeal of selective targetting, but I'm a great believer in the "bums-on-seats" philosophy and most circulations for specialist magazines are hopelessly small and therefore return no response.
As far as tracking is concerned, the only value in setting up a specific url is if you were running a campaign across several titles. Most people are too busy to type beyond a "/" so the exercise would not tell you the total magazine ad response. It could indicate however which magazine from a schedule is likely to have done best.

 

[gregs2769]

advertising section? is this the 3-4 pages at the back of mens mags just filled with adds for custom tee's, cheap phone *** and weed seeds? - Think carefully before you associate your product with the rest of the adverts there. Plus you have to think are you really gonna stand out against the vast sea of adds in that section.

Magazine advertising is very effective from a branding POV especially if its an opt-in circulation but only go for the special positions; inside front, contents page, inside back, out side back. Or if budgets don't allow then a double of single page inside the mag.

If your looking for a ROI then your gonna have to write an ''advertorial'' with a link as you suggested to track the response

 

[AlanGNW]

Totally with the previous post. Think very carefully for all the reason they have given. Print is not necessarilly the ideal for small businesses any more.

 

[Ian Feingold]

totally agree! you'll be lost in the advertisement section...either go for a page advert / advetorial or consider your options. Eshots, website banner, giveaways will all get a higher recognition for your offering.

 

[gezzagregz]

also another point - in my opinion theres no point running a quick one off campaign with magazines - the best campaigns run for a number of months where the readership is constantly reminded of your brand (you eventaully want to become top of mind when they do eventaully require your service or product).

do someting eye catching with a call to action.

If you dont have the budget to do this look at more cost effective/measurable options such as adwords (providing your audience uses this medium of course)

 

[marioncritard]

Magazine advertising is expensive and not as effective as other media. Not for the small business. Unless you are able to get it V.cheaply and you're in a niche area.

 

[David White]

Hi Terry, can we ask what you are selling? e.g. what type of male audience are you trying to reach?

Magazine advertising is only really very effective if you advertise in a magazine which reaches your audience and also if you have more than just a small lost ad at the back as someone already mentioned.

We have some great contacts with some publishers and most also have digital editions to support the print version and most are at affordable small business rates so shop around before you decide on where to invest your advertising budget.

 

[terryuk]

Thanks for the replies.

Well it's a male/female audience, only reason I said about male audience as it was a mens magazine that approached me... but I will take all into consideration.

I think I may leave it for now... and possibly try at a later date with a different product and when able to secure a longer period.

 

[Dom63]

Personally I would ditch the ofline advertising until you can afford to pour the money away.
You can get a huge ROI with proper online marketing.

Dom