have any of you bought ad space in a newspaper or magzine to promote your website?

28 replies
I ask because I am thinking placing some ads in newspapers to promote my website what r your thoughts?
#bought #magzine #newspaper #promote #space #website
  • Profile picture of the author Rearden
    Nobody knows.

    I ran advertorials in local community newspapers and generated over six figures in business, based on one 4"x12" ad, basically remaining unchanged, over a 18 month period of time.

    I've also tested the same ad in other mediums and have lost thousands.

    I'd start small within your budget, and craft an ad that looks like a story (same font, reporter style). If it pulls and converts well, try going bigger.
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  • Profile picture of the author TeamBringIt
    I have placed ads in a few magazines. All I can tell you is to get an ad, that is affordable to you. The small size ads are cheaper and i would start with those for right now. You can buy more than 1 ad and get a discount usually.

    When I use to buy, I made sure the title was bolded and the website address was bolded as well. You can order extras, such as highlighting the ad and some other stuff to make your ad standout.

    You need to make sure your ad, remains in the paper or magazine for it to get some results. Placing an ad one time, will not do any good and the exposure will be very limited. It is about testing, run an ad a few times and see how it goes, then change things around and see what happens.

    Best advice, I can give you is to do what is already done. Look at ads that are being placed in the papers/magazines for an extended period and somewhat follow their formula. See what kind of headlines they use, the words in their ads..etc

    People do not like to lose money. Ads that are being placed for a good-while, are bringing these people results.
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    • Profile picture of the author SashaLee
      Originally Posted by TeamBringIt View Post


      Best advice, I can give you is to do what is already done. Look at ads that are being placed in the papers/magazines for an extended period and somewhat follow their formula. See what kind of headlines they use, the words in their ads..etc
      Hi there,

      Unfortunately, this is NOT the best advice. We all know that most companies have no clue how to write a good ad, and no clue on whether the ad is actually working to generate business for them. 99% of ads in newspapers/magazines have no direct response portion to see whether the caller/visitor/lead was actually generated by that ad.

      Reardon's advice:

      "I ran advertorials in local community newspapers and generated over six figures in business, based on one 4"x12" ad, basically remaining unchanged, over a 18 month period of time.

      I've also tested the same ad in other mediums and have lost thousands."

      This is spot-on. We ran one small ad for a client in local papers in America about 10 years ago. The first day the ad ran the client got 3 orders which meant the ad was paid up and then some for the next 3 years. They ran the ad for about 6 months and got tired of it and stopped running it (even though it still pulled reasonably well for them - that's clients for you).

      They approached us about 2 months ago and we decided to run the exact same ad, same newspaper, different phone number (for tracking) and in 2 months they haven't gotten 1 (that's "one") phone call and obviously no orders.

      Of course, we're re-doing the ad and doing it more like an advertorial - the original was an eye-catcher design and not written like a newspaper article.

      The key to all of this is you need to test your ads as TeamBringIt said. Run several different ads with different phone numbers and tabulate the results so you can see which one is working best.

      And of course, each medium is different, so what works well in a golfing mag might flop in a bowling mag. There's tons of advice on this kind of thing on this forum.

      All the best,

      Sasha
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      • Profile picture of the author garyfromdurham
        Yes, I have with mixed results so be prepared to test.

        The best advice is to keep the ad very very simple. Don't try to sell anything from the ad. You just want it to raise curiosity or have a definite call to action.

        Make sure the visitors arrive on a squeeze page and then you can keep in contact with them once you are on your list.

        Gary
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      • Profile picture of the author TeamBringIt
        Originally Posted by SashaLee View Post

        Hi there,

        Unfortunately, this is NOT the best advice. We all know that most companies have no clue how to write a good ad, and no clue on whether the ad is actually working to generate business for them. 99% of ads in newspapers/magazines have no direct response portion to see whether the caller/visitor/lead was actually generated by that ad.

        Reardon's advice:

        "I ran advertorials in local community newspapers and generated over six figures in business, based on one 4"x12" ad, basically remaining unchanged, over a 18 month period of time.

        I've also tested the same ad in other mediums and have lost thousands."

        This is spot-on. We ran one small ad for a client in local papers in America about 10 years ago. The first day the ad ran the client got 3 orders which meant the ad was paid up and then some for the next 3 years. They ran the ad for about 6 months and got tired of it and stopped running it (even though it still pulled reasonably well for them - that's clients for you).

        They approached us about 2 months ago and we decided to run the exact same ad, same newspaper, different phone number (for tracking) and in 2 months they haven't gotten 1 (that's "one") phone call and obviously no orders.

        Of course, we're re-doing the ad and doing it more like an advertorial - the original was an eye-catcher design and not written like a newspaper article.

        The key to all of this is you need to test your ads as TeamBringIt said. Run several different ads with different phone numbers and tabulate the results so you can see which one is working best.

        And of course, each medium is different, so what works well in a golfing mag might flop in a bowling mag. There's tons of advice on this kind of thing on this forum.

        All the best,

        Sasha
        If I see an ad that is running for 6-8 months straight, then it is a indication that something is working or else, that company would not waste their money.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by TeamBringIt View Post

      You need to make sure your ad, remains in the paper or magazine for it to get some results. Placing an ad one time, will not do any good and the exposure will be very limited. It is about testing, run an ad a few times and see how it goes, then change things around and see what happens.
      First; You gave some good advice. But.......

      I hear that "You need to run an ad multiple times to get a result." That is one of those ideas that came from an old advertising sales book, written by an advertising agency. And now it's passed around like it's Gospel.
      How many times do you need to hear a joke before you laugh? five? ten?
      How many times do you need to watch a movie before you decide if you like it? three times?

      Once.

      After you run an ad once, you'll know if it works or not. Results, per insertion, don't raise over time. They decrease. That's why ads are constantly being replaced with new ones.

      Now, by running the same ad over and over again, you'll get more sales/calls/responses....but they decrease over time. Why? Because the same people are seeing your ad over and over again.

      Every direct mail, or advertising guy here knows this from experience.
      The second ad may get 50% the response of the first ad. (that can vary wildly). Maybe three insertions will double the response of one insertion.
      But the results, per insertion, don't grow after several identical ads are seen.

      If that were true, the most profitable ads would be the ones that have been shown the longest. And that simply isn't true.


      Originally Posted by TeamBringIt View Post

      Best advice, I can give you is to do what is already done. Look at ads that are being placed in the papers/magazines for an extended period and somewhat follow their formula. See what kind of headlines they use, the words in their ads..etc

      People do not like to lose money. Ads that are being placed for a good-while, are bringing these people results.
      This is very good advice....depending.
      Direct response ads are tracked. And the direct response ads you see a year ago, that are still running unchanged, are indeed profitable.

      But branding ads? Any ad that doesn't ask for a direct response?
      They can run for years without the company having any idea if they are effective.

      Originally Posted by DABK View Post

      If the ad is for, say, 16.37% off, anyone who asks for 16.37% off has been moved to do so by the ad. All you have to do is tabulate.

      If the ad sends them to download something from a webpage of yours that is mentioned nowhere but in that ad, you count the number of people who downloaded and you know how many people responded to your ad.
      Two ideas I think I'll use. Thanks.

      Originally Posted by misterme View Post

      There's a 3rd one: "It's exposure." It doesn't make money but they feel it helps brand them. Even if they're wrong about that. They will say, "at least my name's out there."
      "at least my name's out there." I think I just threw up in my mouth a little.
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      • Profile picture of the author DABK
        I never understood why people want exposure.

        Exposure that leads to sales is fine. Exposure for exposure's sake, what do you do with that?

        I know a guy who publishes a newspaper. He's got a lot of suckers paying for exposure.

        I got to talk to one of them... A baker, not a marketer... Spend good money on ads in that paper, got not one sale. Confused but thinking it's wrong, to get only exposure.

        But the guy with the paper has lots of credibility in the baker's community... and selling exposure with confidence.

        Yet the baker was thinking exposure was not all that hot and and feeling guilty.

        He was highly relieved when I told him exposure is worthless if it doesn't get you sales.

        By the way, while I was writing this, the phone rang. They were calling me back from the local paper, in response to my asking them about prices.

        The lady was trying to have me buy at least 26 weeks, because of exposure.

        I told I'm testing, so I will not do that many weeks, unless I have proof (sales) what I'm doing works.

        She acted like she's never heard about testing. Exposure, that's what I want. Exposure and a bigger ad. And if that doesn't work, for $75 only I can add a yellow background. That would get me all the exposure I need.
        Originally Posted by Claude Whitacre View Post


        "at least my name's out there." I think I just threw up in my mouth a little.
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        • Profile picture of the author patadeperro
          Originally Posted by DABK View Post

          I never understood why people want exposure.

          Exposure that leads to sales is fine. Exposure for exposure's sake, what do you do with that?
          Exposure is not bad, but thinking that your advertising should give you just exposure is the problem.

          Advertising can (and should) do more than just exposure, it need to be accountable for a part of the buttom line.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by DABK View Post

          .
          She acted like she's never heard about testing. Exposure, that's what I want. Exposure and a bigger ad. And if that doesn't work, for $75 only I can add a yellow background. That would get me all the exposure I need.
          These reps always believe what they are saying. I have never met a rep that wouldn't argue with me about the number of ads needed to make a sale.

          Of course. multiple ads, a contract, and no method to test ad results...all make selling advertising easier.

          I bought a radio ad from the sales manager of the local station. He was a very professional sincere guy that had a real problem with me thinking one day of ads would prove whether the ad worked or not.

          I told him "I'll know within an hour of the first ad". Sure enough, we had a swarm of people in our store the first hour...less the next day...and none the next week. (from the radio ads) And our same ad was playing every couple of hours.

          I did a speech for a group of ad reps a few years ago. I told them the best thing they could do is to make sure their ads paid. That would guarantee them a client for life, and more referrals than they could handle. What a mistake. None of them could see that this was their job, and that it could help them. Their job was selling ads, and getting people to see the ads...and that was it!

          One guy (after I said that a profitable ad would sell more advertising), looked at me and said "I don't know what the hell you are talking about".

          Oh well.
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          • Profile picture of the author sandalwood
            The tile of this post is:

            have any of you bought ad space in a newspaper or magzine to promote your website?

            Unless I am not reading correctly nobody answered this guy's question. You told him all about media advertising and where to place it and what it should say but nobody said they bought an ad in a newspaper or magazine to promote their website. You've promoted weight loss programs, speaking engagements, etc. but no website.

            My answer is no I haven't. I bought advertising to promote my insurance business.

            I hope that doesn't mean I'm out of the club. I hate looking in and watching people have fun...

            Tom
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            • Profile picture of the author Claude Whitacre
              Originally Posted by sandalwood View Post

              The tile of this post is:

              have any of you bought ad space in a newspaper or magzine to promote your website?

              Unless I am not reading correctly nobody answered this guy's question. You told him all about media advertising and where to place it and what it should say but nobody said they bought an ad in a newspaper or magazine to promote their website. You've promoted weight loss programs, speaking engagements, etc. but no website.

              My answer is no I haven't. I bought advertising to promote my insurance business.

              I hope that doesn't mean I'm out of the club. I hate looking in and watching people have fun...

              Tom
              Tom; How dare you interrupt our fun by getting back to the point of the thread?

              I've advertised my business in newspaper ads and YellowPages, and direct mail...and that ad had a link to my website. But it didn't pull. What pulled (in these ads) was a toll free recorded consumer helpline. That actually worked for awhile. But all ads get stale, and they stopped pulling as well.

              There! satisfied?

              Now, what were we talking about before we were interrupted by "Mister stick to the rules"?
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              • Profile picture of the author sandalwood
                Originally Posted by Claude Whitacre View Post

                Tom; How dare you interrupt our fun by getting back to the point of the thread?

                I've advertised my business in newspaper ads and YellowPages, and direct mail...and that ad had a link to my website. But it didn't pull. What pulled (in these ads) was a toll free recorded consumer helpline. That actually worked for awhile. But all ads get stale, and they stopped pulling as well.

                There! satisfied?

                Now, what were we talking about before we were interrupted by "Mister stick to the rules"?
                Remind me to stop doing that s***. I actually learned a thing or two as I read all the posts but couldn't step over the title.

                Anyway, good and kind marketer, your point about the toll free number seems to ring a bell of something I did about 10 years ago. Worked like a charm.

                Wishing you a wonderful day.

                Tom
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  • Profile picture of the author Claude Whitacre
    Originally Posted by thugpoet View Post

    I ask because I am thinking placing some ads in newspapers to promote my website what r your thoughts?
    What business are you in? It matters a great deal. Do people who are looking for you read the newspaper?

    Don't advertise in the newspaper just because one exists.
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    • Profile picture of the author Jonwebb
      Originally Posted by Claude Whitacre View Post

      What business are you in? It matters a great deal. Do people who are looking for you read the newspaper?

      Don't advertise in the newspaper just because one exists.
      well I read that gary halbert didn't advertise he website online he only ran ads in newspapers and magazines so I was looking to do the same. ( my website is a free site on business, investing, and lifestyle)

      I am in the idea stages right which is why I asked here

      thank you all for your answers and suggestions

      -Jonathan
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      • Profile picture of the author Claude Whitacre
        Originally Posted by thugpoet View Post

        well I read that gary halbert didn't advertise he website online he only ran ads in newspapers and magazines so I was looking to do the same. ( my website is a free site on business, investing, and lifestyle)

        I am in the idea stages right which is why I asked here

        thank you all for your answers and suggestions

        -Jonathan
        Jonathan; I get it. The problems with that thinking are:

        Halbert did that many years ago, when far more people actually read the print newspaper.

        You are assuming that your offer will word just like a completely different offer. It isn't the media. Newspaper and magazines aren't better or worse than any other media.

        How specific is your website? You say "business, investing, and lifestyle". That could be almost anything.
        Are your customers Wealthy? Retired? Travelers? Newbies? Sophisticated?

        How many people read the local newspaper for business news? Investing news?

        My suggestion is to figure out who your audience is (and don't say "everyone"), and then figure out where they get their information. Do they subscribe to certain magazines? Newsletter? gather on specific websites?

        You need to know these answers before you start spending real money in advertising.
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    • Profile picture of the author patadeperro
      Originally Posted by Claude Whitacre View Post

      What business are you in? It matters a great deal. Do people who are looking for you read the newspaper?

      Don't advertise in the newspaper just because one exists.
      And this is probably the most important question to ask even before thinking about buying advertising on the newspaper, a ridiculous extreme example would be for me (living in Montreal where there are english and french newspapers) buying an english advertising when my prospects are francophones
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  • Profile picture of the author malia
    If I see an ad that is running for 6-8 months straight, then it is a indication that something is working or else, that company would not waste their money.
    Possibly, but there are 2 alternatives:

    1- They signed up for a long term contract at the outset and are locked into running an ad
    2- it is working, however it has never been tested for effectiveness. Most business owners don't know that they should, let alone how.

    Never assume, just call and ask. Many are happy to talk to a non-competing business owner. Keep in mind, some are embarrassed to be honest.
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  • Profile picture of the author Rearden
    Huge bump to Claude.

    Doing some rough stats on my customer base, most were coming from the same small town. 95 percent were female.

    I also discovered a small circulation community newspaper that serviced the area that read more like a social rag than a news periodical.

    So... Figuring women liked to read about themselves, their children, and their friends, I put an advertorial about a client that lived in the same neighborhood, with kids, that had dramatic results with my weight-loss program.

    That ad was my "king maker" -- grossed over $100,000 in sales over an 18 month period until it puttered out. Never had an ad that scored as huge as that ever again...
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  • Print ads are expensive as hell and hard to track. Consider it branding over all else. That's my opinion anyway.
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    • Profile picture of the author DABK
      If the ad is for, say, 16.37% off, anyone who asks for 16.37% off has been moved to do so by the ad. All you have to do is tabulate.

      If the ad sends them to download something from a webpage of yours that is mentioned nowhere but in that ad, you count the number of people who downloaded and you know how many people responded to your ad.

      Originally Posted by HealthWebmasters Dave View Post

      Print ads are expensive as hell and hard to track. Consider it branding over all else. That's my opinion anyway.
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  • Profile picture of the author KarileeO
    If you've already done the things that pay off over and over for years (SEO, content, etc), then it may be time to try investing in techniques with no residual benefit, such as newspaper ads.

    My biggest caution is to double-check the website you're sending them to, first. Do you have an attractive site, with clear offer and a call to action? Don't spend $ on ads to drive traffic to a site that isn't ready. Seems obvious, but I see businesses planning this often.
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  • Profile picture of the author Dylan Doyle
    Place an add on the local classifed website rather than the paper, works for me!
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  • Profile picture of the author ZapLabeler
    One of my business has a very specific niche so it's easy to target specific magazines. I get a huge bump in sales each time a new issue comes out. Started running in multiple magazines and the effect was multiplied.


    -Dave
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  • Profile picture of the author patadeperro
    I have used clasified ads with the same direct marketing principles I would work any other media, headline, benefits, call to action with the website, of course I used lead generation website to capture the information and follow up on the prospect
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  • Profile picture of the author ItsmeChris
    Yes, I bought ads space in newspaper and online magazine to promote my website and it helped me gain pretty good exposure for my business.
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  • Profile picture of the author JerrickYeoh
    I been seen lot of big brands using all media to advertise in shortime and this make everyone perception of they are big company , well known in other countries , truested. And that is how they start getting accept by the market and become the big boss in the market.
    Newspaper is a place where allow you to push up your brand name and reach offline users most the of the times. The ROI might be hard to track but coming slow but the effect is there.
    If you think to go for advertise in newspaper, make sure big budget there for lot of insertion , if not people will easy to forget you if you only get few insertion per month .
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