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A magazine full of ads without headlines -- Is there a reason for this?

by CopyAcolyte
4 replies
Hi there,

I'm looking at a local monthly coupon magazine that features a lot of ads without headlines. Instead, these companies put their company logos at the top.

I would say that 85% of the ads in this thick little book do not feature a headline. Just a jagged-looking logo at the top, some barely visible text in script type, awkwardly placed photos and other strange graphic elements.

Now, I don't really know this market, but I assume they could be doing so much better if they had a headline, let alone a compelling one.

Or am I just imagining it? Could this many people be unaware of the power of a headline? Or are headline-less ads what work for these types of magazines? :confused:

I'm leaning towards my intuition, but I'd like a second opinion from the warriors here.
#ads #full #headlines #magazine #reason
  • Profile picture of the author Drez
    In the "old" days the Yellow Pages rep would offer to do creatives for ads for free.

    The result were crappy ads that all looked pretty much the same.

    It wouldn't surprise me if this was a similar situation.

    A local business signs on and the coupon mag creates an ad from a template. They might even just snatch a low-rez logo from the advertiser's website.

    Bottom line is there's probably a real opportunity for some smart businesses to STAND OUT - by doing ads that break the mold.
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    Mark "Drez" Dresner
    Swipe My Massive Copywriting Swipe Files Collection for FREE
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    • Profile picture of the author CopyAcolyte
      Originally Posted by Drez View Post

      In the "old" days the Yellow Pages rep would offer to do creatives for ads for free.

      The result were crappy ads that all looked pretty much the same.

      It wouldn't surprise me if this was a similar situation.

      A local business signs on and the coupon mag creates an ad from a template. They might even just snatch a low-rez logo from the advertiser's website.

      Bottom line is there's probably a real opportunity for some smart businesses to STAND OUT - by doing ads that break the mold.
      That's what I was thinking! These magazines are obviously getting readers, but the waters are lukewarm and still. I think making a splash could make someone some money.

      And regarding the ad space rep; I think it's safe to assume that they might be interested in their clients not raking in the cash via good ads so they don't vacate the premise and move on to greener pastures.
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      • Profile picture of the author ewenmack
        It's likely the sales rep appealed to the advertisers ego and laziness.

        The ego is having the company logo out front.

        The laziness part being "we'll do most of the work for you"

        Best,
        Ewen
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  • Profile picture of the author BrianMcLeod
    Way too many display ads are created in house,
    by companies that know precisely ZERO about
    effective marketing.

    They know how to make an awesome widget...
    and by extension believe that they know best
    how to SELL that widget.
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    Brian McLeod
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