Using Newspaper and Magazine Advertising for your Internet Business
Newspapers/magazines are, of course, two of the most traditional methods to advertise businesses both big and small. So why should you use a newspaper or magazine to advertise your ONLINE business? A bit contradictory isn’t it?
Not really because despite the fact that these mediums are losing out to some online advertising they are nevertheless still important.
As internet marketers we should consider all options and this is one that tends to be overlooked by the internet fraternity.
What then are the advantages and disadvantages of advertising by these methods? Let us take NEWSPAPERS first:-
Leaving aside the use of articles or press releases (excellent tools but not the subject of this article) the advantage of using a newspaper is that you can use either short “to the point” classified ads or long descriptive text. Obviously there is a different price structure and it depends how deep your pockets are, the type of product and the market you are aiming at but the possibilities are there.
You are able to reach a large number of people in a given geographical area either locally or even nationally.
An often overlooked advantage is that the reader can return as many times as they like to study your advertisement again and again.
In most cases the ad can be in the hands of your potential customer very quickly.
There is a wide choice of newspapers in different areas and depending on various factors (such as the size of readership/market penetration) there is a large choice of pricing possibilities.
Using this method of advertising can work out expensive especially when compared with some of the internet methods.
Your ad is usually put in with a lot of others which means it can be overlooked.
Despite my comments above about the reader returning to read your ad again in most cases newspapers have a short “shelf life” and are often only read once.
Your advertising is of the “shot gun” type in that many people will not have an interest in your product.
Often the reader skips over the advertisements preferring to read articles.
MAGAZINES have certain advantages and disadvantages when compared to newspapers
Because they tend to be more focused on a specific area e.g. sport, fashion etc. it is possible to target your advertisement. For example if you are promoting a product of interest to snowboarders you can choose a snowboarding magazine. Alternatively you could consider one based on winter sports in general. The choice for targeting is much greater.
As the reader is specifically interested in articles written in an area of great interest to them they are more susceptible to ads for products in that niche and therefore more likely to respond.
In general magazine ads tend to be better presented on more quality paper and hence look more professional.
It is likely to work out more expensive than newspaper advertising particularly if choosing a prominent position in the magazine.
There can be a greater lead time before your ad is published and therefore it could be overtaken by events.
As with all forms of advertising the art is to experiment with strict controls in place.
So certainly newspaper/magazine advertising should be considered for your campaigns especially since these methods seem to be overlooked by many of your competitors.
To YOUR success
John Beaumont Internet Marketer
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