When choosing how to advertise and marketing your business, remember these key points:
Target Your Ad Advertise to your specific target market. When parents pick up St. Louis Kids, they are specifically looking for information and resources for their kids and their families. Ads in targeted publication, like St. Louis Kids, have higher response rate because readers are already in the market for what your business offers.
Find out about Circulation and Distribution A publication's print run will tell you how many copies of each issue are circulated, and that's an important number. It tells you how many potential customers you'll reach and the cost of each one of those impressions. Ask a publication for proof of their print run - any reputable magazine will not only tell you what their print run is, but will happily share proof of that print run with you if you ask.
Distribution is key. Broad, free distribution has been proven in study after study to be the most effective way to reach a wide audience of readers. Ask to see a publication's distribution list. If a publication is mailed, ask to see the mailing list and breakdown of how many issues are mailed to specific areas. Again, a reputable publication will happily share this information - it's vital to choosing the best place to invest your advertising and marketing dollars.
How Long is Each Issue Current and in Circulation? Some publications stay in circulation for a day, week, a month or more. Advertising in publications that stay in circulation for a longer period of time allows you a much higher value for your advertising dollar. For example, each issue of St. Louis Kids stays in circulation, is current and restocked for two to three full months, so you continue to reach new customers for that entire circulation period with one ad.
A Strong Web Presence A high-traffic web site will raise the profile of a magazine and in turn, of its advertisers. Does a publication's web site offer free listings for your business? Are there other features on the site that will bring readers back again and again, like a calendar of events and special offers? Does the publication offer a reader e-newsletter? A magazine that has a strong connection to its readers has a higher response rate for its advertisers.
Check out Advertiser Testimonials and Talk to Current Advertisers If current advertisers are happy, that's a key that the publication is doing its job of reaching its target audience. See if the publication has repeat advertisers, and don't hesitate to talk to current advertisers!
Strong content. Well-written articles that cater to the needs and interests of readers develop reader loyalty and trust. High-quality editorial content is crucial to the long-term value of a publication and helps create a strong bond with readers - readers who will patronize the advertisers who support that publication.
Events Does the publication offer you the opportunity to get involved in events that will put you face-to-face with readers? Are the events well-attended, successfully promoted and thoughtfully planned? Are they designed to attract your customers? Are advertisers offered the opportunity to participate free or at a reduced cost in the magazine's events? Events help you get the most out of your marketing and advertising dollars.
Understanding Your Needs Does the publication understand and respect your needs as a busines owner or manager? Does the publication seek to establish a long-term business relationship that includes marketing and promotional opportunities to help you grow your business, or just try to hard-sell you on advertising? Successful publications work hard to promote their advertising and marketing partners, and want to establish a long-term, win-win relationship.