Anyone Ever Advertise in a Magazine or Trade Publication?

by Jesus Perez 26 replies
I'm curious about a few things. I find myself always turning to a magazine's advertising section. I don't know if it's the fact I'm so heavily into IM, or because I like the craziness of that area.

So I have 2 questions...
  • As a consumer, do you find yourself reading the Advertising area in magazines? If so, did it spark a conversion (you checked out a site, called a number).
  • As an advertiser, have you ever advertised in a magazine or trade publication? If so, how were the results?
I ask because I receive quite a few trade publications and I wonder if advertising in them will prove worthwhile (there's nothing IM related in any of them). Unfortunately, it comes with a hefty price tag and it'd be nice to get some real world response first.
#main internet marketing discussion forum #advertise #magazine #publication #trade
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  • Profile picture of the author Emailrevealer
    I'm just about to advertise my Online Infidelity Search in a PI Trade madazine. I'll let you know next month how it turns out.
    I've done a lot of print advertising in the past and the one thing I can tell you is it's a long term investment. You have to go in with the plan to stick it out for 6 to 9 months until you seee the results.
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    • Profile picture of the author Frank Donovan
      Not sure if it's quite what you meant, but a couple of years ago I placed a series of simple two-line ads in the business section of a national UK newspaper. It was basically just to get readers to a web page I had put up for an affiliate product.

      The cost was fairly low (about the equivalent of $70 per ad for national coverage) and the ads generated an average of 100-120 sign-ups each showing.

      Although the actual sales from the ads weren't great (about 2% of sign-ups purchased the product) the subscriber list has been very responsive to other offers since.

      So, it was definitely worth it for me.

      These days, that particular newspaper is swamped with that kind of ad so I tend to steer clear. But if you can find a publication which has yet to be targeted by the competition, it's worth a shot.

      Frank
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      • Profile picture of the author ronr
        Yes I've place inexpensive ads in a couple of industry trade magazines in a niche I sell to for years. Before the internet, the ads have them call a toll free number for more information, for the last 4 years or so I drive to a website.

        It's definately worth testing.

        Ron
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        • Profile picture of the author Richard Tunnah
          Yes I've advertised in various magazines before. It can work well but there are disadvantages as well - like the lead time (can be upto 2 months prior to publication with some 'niche' magazines) and the cost. Also testing takes months. Obviously it's different in newspapers but I've found them more difficult to work unless it's a hot topic product you're promoting.


          Rich
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  • Profile picture of the author David Chambless
    I've used trade mags in two niches I work. I actually used them before I got into the IM thing. They work well for me. But as has been said they are slow to get into and require a long term mindset to really utilize. I test new ads and concepts on the net now, and when I have a winner there, I'll take it offline. This has saved me big dollars and a lot of time testing in the mags.

    As far as reading the ads; I'm a marketing kinda guy. The ads are about all I read!

    David
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  • Profile picture of the author Michael Lee
    Originally Posted by BlueSquares View Post

    • As an advertiser, have you ever advertised in a magazine or trade publication? If so, how were the results?

    I never did, but I'm getting some great exposure in some magazines.

    Cosmopolitan interviewed me for its October 2008 article on assertiveness.

    Then the local Entrepreneur Magazine interviewed me for its article on business success stories.

    I think this is even better than paid advertisements. It's free and I get to further build my credibility.
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  • Profile picture of the author Kevin Riley
    Originally Posted by BlueSquares View Post

    • As a consumer, do you find yourself reading the Advertising area in magazines? If so, did it spark a conversion (you checked out a site, called a number).
    • As an advertiser, have you ever advertised in a magazine or trade publication? If so, how were the results?
    I often read the advertising section for two reasons. To learn of new products in my field and to see what others are putting in their ads. Also, because that market is one of my personal interests, I read it for my own pleasure - I love new gadgets, etc.

    I only once advertised in a magazine (back in 1982) and the response was dismal -- probably due to my inexperience as a copy writer. However, when I was in college I used to advertise my renovations business in a local Pennysaver newspaper. That was very effective.
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    • Profile picture of the author Michael Lee
      In Victor Schwab's "How to Write a Good Advertisement", it tells of a survey conducted about a certain magazine's advertising content:

      "The magazine contained 450 advertisements. The total retail price of the products advertised in it was $8,559.19. Surveys made by the advertising manager of the magazine indicated that the average annual income of his readers was about $3,808.00 per family.

      Thus, in one monthly issue, these 450 advertisers were asking the reader to spend more than 2 1/4 times what he made in a full year!"
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      • Profile picture of the author naruq
        Excellent Post! I get targeted and quality traffic Marketing/advertising a 20 Word classified ad in Entrepreneur Magazine. I am not only getting quality traffic but I am converting about 7-12% of my opt-in subscribers to actual sales. One of the things I remind information marketers is do not forget offline targeted magazines in your niche. Magazine advertising is definitely not dead.
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  • Profile picture of the author Timothy Allen
    I've worked with people who have advertised with
    magazines correctly and incorrectly. What it comes
    down to is price of the ad and the type of people
    reading the magazine, will they like your product.

    With the price, some magazines force you to pay
    a lot and you have to agree to do it for 6 or
    12 months. Probably not something you want to
    do if you are experimenting. Usually the bigger
    magazines want this. So you probably would do
    better with lower end magazines with having
    flexible requirements.

    Without detail those two factors are your most
    important ones.
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  • Originally Posted by BlueSquares View Post

    As a consumer, do you find yourself reading the Advertising area in magazines? If so, did it spark a conversion (you checked out a site, called a number).

    I rarely do it.
    • As an advertiser, have you ever advertised in a magazine or trade publication? If so, how were the results?
    Not yet. I used to advertise in a local newspaper and boy the results were pretty bad- I got ppl calling my number and asking for some financial help so that they can start their IM business. I guess it is typical of the demographics of my country.

    Arindam
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    • Profile picture of the author J. Barry Mandel
      I've placed advertising in my industry trade magazine AND I have a habit of reading advertising in the back of most magazines.

      For some reason all the different variety of ads yelling out at me has always made me interested in *how* the people are doing the yelling.

      After I have studied copywriting I find the advertising sections even more interesting, but I can still get the same enjoyment that I used to get without analyzing everything in a technical copywriting aspect.
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      • Profile picture of the author myob
        I hardly ever read ads, but I do a lot of advertising in offline trade newsletters and magazines. Offline is a real bargain for me because it is actually getting to be much less expensive than online advertising. There are hundreds of thousands of little niche trade magazines that you can quite narrowly target your market much better than online. Perhaps the least expensive of way of testing ads is to place your ad in chambers of commerce monthly newsletters. They tend to be highly responsive because many who read these newsletters are decision makers.
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        • Profile picture of the author JasonKing
          In most magazines I read, the ads are scattered among the content pages.

          I have advertised in magazines with success. The key is to target your message to the magazine's readers. Message to market match.

          -JasonKing
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          • Profile picture of the author Roy Carter
            The trick is never to pay full 'Rate Card' rates for your ads in a magazine or newspaper.

            You may have to do that for the first couple of ads, but then when they call you (and they will) to see if you want to place the ad again, ALWAYS say that the response was not great and that you'd need at least a 50% discount to make it pay.

            They may say no at first but ask them to put you on their 'remainder space' list and call you when they have something to offer. They WILL call you at some stage and i've got ads for like 10% of rate card price when this happens. That is how to make your ads pay off.

            Oh, and always ask for 'outside right of right' positioning.

            Roy
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            • Profile picture of the author Franz
              Interesting replies but how do you track the performance of any offline campaign?
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              • Profile picture of the author Roy Carter
                Franz - Just give each ad a code, i.e. reply to Dept.27a ...... and have a different code for each ad.

                Roy
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            • Profile picture of the author Jesus Perez
              Originally Posted by Roy Carter View Post

              The trick is never to pay full 'Rate Card' rates for your ads in a magazine or newspaper.

              You may have to do that for the first couple of ads, but then when they call you (and they will) to see if you want to place the ad again, ALWAYS say that the response was not great and that you'd need at least a 50% discount to make it pay.

              They may say no at first but ask them to put you on their 'remainder space' list and call you when they have something to offer. They WILL call you at some stage and i've got ads for like 10% of rate card price when this happens. That is how to make your ads pay off.

              Oh, and always ask for 'outside right of right' positioning.

              Roy
              Fantastic advice. Thanks!
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              • Profile picture of the author Roy Carter
                Bluesquares - no problem. After the first couple of times you should never pay rate card rates. That's a mugs game.

                Roy
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                • Profile picture of the author fm1234
                  I read the advertising, but it's usually just to find advertisers/sponsors for my site -- after all, the companies one sees on such pages are definitely spenders, so if I can offer them a good fit it only makes sense to approach them.

                  As far as advertising in magazines myself, I used to do it a lot, but my experience is so dated I doubt it's of much use now (ie. stopped around ten years ago.)


                  Frank
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                  • Profile picture of the author Don Schenk
                    Roy is correct about not paying full rate card price. Magazines may not discount classified advertising by much, but display ads are a different story.

                    By telling them I am testing their magazine an I can't pay more than $XX, I have had the magazines drop their prices by 40% to 50% right from the first ad I place with them.

                    I've had $3,000 ads for $1,450., $1,500 ads for $800, and $600 ads for $400.

                    Again, as has been mentioned here, the lead time is slow - 2 to 3 months.

                    There is a much faster way though...

                    In the newspaper industry, each state has a Press Association trade association. The member newspapers all have an agreement to publish classified (and sometimes display) adverting at a low rate when the ads are placed through the state's Press Association.

                    These ads run in ALL newspapers in the state for one low price, and they are ROP (run of press - they can put them when and where they want) and will be run within 7 days of your placing the ad.

                    For example you can run a 25 word ad in every newspaper in Nevada for just $149. You can run an ad in every paper in North Carolina for $330.

                    These are low rates and are usually not negotiable.

                    Just google "press+association"

                    Some of the state's associations are also set up to help you run your ads through other state's associations. They are all linked.

                    Don
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                    • Profile picture of the author TheMagicShow
                      Ads that are in the magazines can give you wealth of information if you look for it, if you see an ad that is running for months or years then you pretty much know that the individual placing the ad is making some kind of money, I see have this individual's 1 page ad spread for over 10 years, although this person is full of chit, a 1 page ad spread costs around $2-$5,000. This means that they have enough profits to keep reinvesting.

                      You can learn what the new markets/products are by looking at the ads that run in the magazine of your niche, keep looking at the ads and you can learn a lot.
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                      • Profile picture of the author fm1234
                        That's a great tip about the press associations Don. I've also had good luck going through resellers, Nationwide in particular.


                        Frank
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                        • Profile picture of the author Zach Booker
                          I have advertised in a newspapper if that counts?
                          Zach
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                        • Profile picture of the author JonnyAndrews
                          Ever since I figured out how to get industry b2b press I've pulled 100% of my trade magazine budget and now focus exclusively on getting famous in my niches. Not only does it increase sales like no other form of advertising I've ever found but it also tends to set you up as THE authority in your niche.

                          Oh yea... and it's free.

                          However, if you are going to buy space you want what's frequently called "Late Run" spots. (check your niche for the preferred term) You can get these with just shy of anything: radio, newsprint, industry mags...

                          You want to buddy up with the ad kids and flat out tell them you'll jump on any last minute slots if a current advertiser pulls out.

                          Using this I got a full page b/w inside cover slot in a HUGE mag for under $200. (Regular was over $5000)

                          The only catch with this version of print is that you'll need to have an ad ready to go at a moments notice.

                          Radio is a bit easier to grab if you pre-pay your monthly spots and buddy up to the ad master/mistress.

                          Why does this work?

                          Because companies pull out all the time and mags/shows/papers HATE to have huge empty spaces where a paying customer should be. They would rather make a few hundred than nothing... and if you're Jonny (hahaha!) on the spot with the spot... you'll get the spot.
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                          • Profile picture of the author naruq
                            To Track your advertising in magazines just code your ads. For example, when I advertise in entrepreneur July 2008, I will code my ad Em0708. You can track to see which magazine ads are pulling the most prospects/customers.
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