Magazine Advertising: Tips for Getting the Most For Your Advertising Dollar

Many of the same "print" principles which apply to newspaper advertising also apply to magazine advertising. The biggest differences are:

* Magazines are usually weekly or monthly publications instead of daily.

* Advertising messages are more image-oriented and less price-oriented.

* The quality of the pictures and paper are superior to newsprint.

* Advertisements in magazines involve color more often.

The general rule that you can run the same ad 3-5 times within a campaign period before its appeal lessens applies to magazine advertising as well, even with a monthly publication. So it makes sense to spend extra time and money to prepare a worthwhile ad that can be successfully repeated. Over long terms such as these, however, be aware that the client (you) often tires of the ad before the audience does.

Because ads in magazines are not immediate, they take more planning. Often, an ad for a monthly magazine must be prepared between one to three months in advance of publication, so ads detailing prices and items must be carefully crafted to ensure accuracy. Keep this in mind when planning out your ad, and make sure your offer is appropriate for the issue (season, editorial content, etc.) in which it will appear.

Since the quality of the magazines are superior, the advertising that you generate must be superior as well. All publications have different specifications as to the file types they accept, but the most widely accepted include: EPS, PSD, TIFF, and PDF. Consider obtaining assistance from a graphic artist or an advertising agency if this is not an area you feel comfortable with.

There are two categories of magazines: trade magazines and consumer magazines.

Trade magazines are publications that go to certain types of businesses, services, and industries.

Consumer magazines are generally the kind you find on the average newsstand. Investigate which type would do your business the most good.

Working With An Ad Agency
An agency can also purchase the magazine space for you, often at rates that are better than what you could obtain on your own. If you would prefer to purchase space yourself, contact the magazine's advertising department, and request their Media Kit. The kit will include a folder that includes demographic information, reach information, a current rate card, and a sample of the publication. Sites like Media Bids (http://www.mediabids.com) have recently emerged, and offer small business owners an unprecedented opportunity to obtain space in national, mainstream magazines at a significant savings. The Media Bids site allows users to browse current publication offerings, and also to create auctions, in which publications will "bid" for their business.

Saving Money With Discounted Space
Although most magazines are national in nature, many have regional advertising sections that allow your business to focus on a smaller target area, at a discounted price. This is particularly useful for companies that target specific regional areas that would not benefit those outside the target region. Each magazine does this differently, so contact the one(s) you are interested in and ask them about their geographic editions. Some sophisticated magazines even have demographic editions available, which might also be advantageous.

A little known fact is that all magazine advertising rates are negotiable. This tends to work better if you are using an agency to broker space for you, but, if you are a savvy negotiator, you can certainly do this on your own. Inquire as to special pricing for multiple insertions, advertorial considerations with paid display ads, and remnant space. Remnant space is unsold advertising space that the magazine has leftover as they approach deadline. In many cases, this space can be purchased at a significant discount, and it offers a great way to test the waters with a new publication. When you establish a relationship with your advertising representative, it pays to ask them to keep you in mind whenever they have remnant space available.

Getting More Mileage -- Be a Savvy Negotiator
If you are considering signing an annual contract for display advertising in a magazine, don't be afraid to ask your representative to "sweeten the deal" for you. You will automatically get a better deal when you contract for multiple issues -- but it never hurts to try to parlay that into a short advertorial as well. Take a look at their Editorial Calendar, and see where you might have an "in" based on the content that will appear in future issues. If you have a great product or service that fits the subject matter in a particular issue, pitch them your idea. You may even want to consider suggesting that if they agree to feature a product or service in an advertorial, you would be willing to give the magazine's readers a special price on that item for a limited time only. This creates a win-win situation; the magazine looks good for securing a special product discount, and you get added visibility. Give it a try...you may just be surprised with the results.

Other Things You Can Negotiate For:
* Reader Response Cards. Readers fill out a small survey card in the back of the magazine to obtain more information from advertisers. These leads are typically delivered via email in an Excel or CSV file. If you get these, make sure you follow up with the leads right away.

*Special Placement. With a multiple insertion order, you may be able to wrangle special placement out of the publication. Remember that prime advertising like covers won't be an option, but requesting options such as the front 1/3, right or left side of page, upgrade from black and white to spot color, placement near a specific feature article, or the top of a page may be something you can secure.

Traci Hayner Vanover, The Promo Diva(R), is the publisher of Create the Dream magazine, http://www.createthedream.com, and the president of Market Outside the Box Trade Association, http://www.marketoutsidethebox.com. She also works with private clients as a publicist, copywriter and consultant.