Getting the Most from Print Advertising

The 'where' and 'when' of print advertising

If you are a small business, there are a million and one things to do, but finding a way to let the public know you exist is probably the hardest and most important job of all. There are many ways you can market yourself, and any good marketing strategy will include a number of different methods. Some will work better than others, and in time you will be able to focus on only those methods that get you the best return. In this article I will share my thoughts on how to make the most of print advertising by finding the right publication, choosing the right size of advert for you and considering how long to advertise with a publication.

Finding the Right Publication

The first thing to do is find a publication that is read by your target audience. Note I said ‘is read by’, rather than ‘is written for’ – there’s no point in advertising in a magazine that doesn’t get opened, even if the target audience matches yours perfectly! If possible, ask your existing customers if they read the publication you are considering: their answer will reflect not just the quality of the magazine itself, but also the accuracy of its distribution, both of which are equally important. A magazine with healthy subscription numbers is always a good sign! (read more on Benefits of Subscription to Advertisers).

With magazines, it can also be worth finding a handful of companies that have advertised in all the different titles that you have to choose from and then call them and ask them which one they think is best. This might seem an intimidating task, but it is worth it – and you'll find most people are very keen to offer their advice.

Size Matters

I would typically recommend a new business bites the bullet and goes for as big an advert as their budget allows. A new business needs to use every trick in the book to attract attention because people won't immediately recognise your name or brand until you are better established. Size of advert is the most influential of all factors. Not only does it grab attention, but it also conveys professionalism, success and trustworthiness which all reassure potential customers (just think of your own experiences responding to adverts). Size comes at a price though, and you should be careful about what you spend – advertising is not dissimilar from gambling in that you can never be certain of the return you will get, even when you get everything ‘right’. You should never spend more than you can afford to lose.

Think Medium to Long Term

I would also recommend you give some serious thought to advertising in multiple issues of the same magazine if possible. Not only will you normally get a discounted rate for committing to multiple issues, but it is likely to make sure your money is spent wisely. The advertising "Rule of 7" says that customers will, on average, respond to an advert when they have seen the product/brand advertised 4 - 7 times. Because of this, it’s also worth looking for a publication that will give you multiple mentions for the price of one. Opportunities such as editorial space, website exposure, competitions, and reviews are all beneficial in terms of extra exposure (and of course are all things Toddle About offers!)

This article explains the ‘Rule of 7’ and how to use it: Lessons from The Rule of Seven.

Unfortunately, there is no way of knowing what kind of marketing will work for you until you try it. So be as careful as you can be in choosing the best place to advertise, and then just do it. Put in place some way of tracking the response from your advert by either putting a unique promotion in your advert, or by asking all enquiries/sales how they found out about you. Better still, do both!

Once you have decided where and how frequently you are going to advertise, you need to put your advert together. Read on for our tips on How to Write a Winning Advert.

Go back to the Advertise Home Page.