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Advertising In Magazines – The Advantages Of Using This Print Media

It is estimated that there are around 160,000 magazines published around the world in as many as 29 languages. Even though a large proportion of these magazines are not exactly setting the world on fire in generating revenue terms, I think it is fair to say that there is still a substantial market for this traditional form of media advertising.

For the advertiser, one of the great advantages of having such a huge selection of magazines to choose from is the fact that they are able to target a specific audience, who may have a particular interest in their product or service. Although magazines have a comparatively small coverage compared to national newspapers, it is the positive advantage of reaching a specific audience that turns a lot of people on to magazines.

One of the other advantages to Magazine Advertising is the fact that you can request that your advert is placed in a certain position or even within a feature article. This will enhance the overall corporate and commercial effectiveness of your offerings, as well as adding a positive and highly relevant message to potential buyers. Of course, if you don’t mind where your advertisement appears, it will probably be placed in a general run of paper position. This means that your ad could be placed anywhere, but will probably cost less than if it was placed in a prime position. However, always try to get a ROP price for a special position whenever you can, as most publishers will be happy to negotiate.

The decision to pursue Magazine Advertising should certainly not be made without doing some in-depth Media Planning and comparing the associated costs with the benefits. However, when you find the right vehicle and your objective is to signify quality or elegance for your product, Magazine Advertising is the perfect format.

As with other media types, it is always very wise to build a friendly and consistent level of communication with magazines. Always send in well-written PR and product news and make a point of going to see your favourite feature and news editors at an exhibition or product launch. It may also pay to take them to lunch every now and then to show your appreciation. The reason for mentioning this is that writers always remember the nice people when they have a space or another company has let them down. If a magazine decides to feature your product or write about it, this translates into free advertising, although it is in the form of legitimate editorial content.

Remember that advertising in magazines has always been about getting a message to a specific target audience in a controlled way and ideally over a long period of time. Magazines do this so well, as they mainly reach a very loyal and relevant readership. However, as new media advertising formats seem to have much better tracking and monitoring technology in place, it does deter people from using magazines as a lead-generation tool.

There is no doubt that the introduction of online pay per click advertising has brought on a new wave of advertisers – most of which don’t have to spend a fortune to get people to their websites. Compared to print media, there is probably no better way to get clicks and potential enquiries. It is this ‘cost against enquiry’ element that has moved a lot of people away from the historic ‘brand awareness’ qualities of magazine advertising and into the more controlled and justifiable environment of Internet Advertising.

One thing is for sure though – magazines create a very credible environment and they help to build a high quality message for your products and services. This could explain why magazines are such a great promotional vehicle when they work alongside online media. On one hand you have a message that turns into clicks and on the other you have quality branding that adds value to your products.

It is also difficult to match the creative appeal and design opportunities that Magazine Advertising can bring. Outdoor advertising also does this job well, but this media tends to be displayed in a much busier environment of the high street or roadside location – certainly not on a comfy armchair in your sun lounge.

It is this ‘media without an obvious motive’ selling point that cements the appeal of magazines to a whole host of advertisers.

If you can find a magazine, which reaches your target audience perfectly, then you’ll do a lot worse than to use this media to shout about your brand and the quality aspect of what it can do for your potential customers. After all, a picture does paint a thousand words.

Classic Print Media Advertising – Will it Survive?

Print Media Advertising is not something new. There are two main products of print media advertising. One is publishing advertisements in newspaper and the other is publishing advertisements in magazines.

Newspapers come in many varieties. Some being small and only read in a few small cities, while others being published and read nationally. Trade news sheets and newspapers are also included in print media advertising.

If you are thinking about putting your advertisement in a daily paper, there are a few things that should be considered such as size, circulation and price.

Print media advertising rates and charges differ significantly. Daily papers have marketing price cards that are open and accessible on the internet. An advertisement in The Washington Post can range up to $100,000. The Wall Street Journal will range around $164, 00. The L.A Times will range about $70,000 and in Milwaukee it will range $15,000. All these rates are for a full page advertisement.

The benefit of the print advertising is that it is actually read at work or when possible people are trying to unwind and have some time off. We know that online sources have actually played a big role in reducing the amounts of ads published in newspaper and magazines. All the bulky newspapers that once were hard to read because of so many pages full of ads are now getting lighter and lighter. A lot of small papers no longer exist now and the ones that are left are working hard to survive in this aggressive market.

What internet is doing so different that is taking all the business from these magazines and newspapers? It could be the type of decision made by IDG. The decision is not just selling advertisements for whatever it has, but to benefit from the media’s various functions and began selling advertisements for some other new media properties.

Print media advertising is something that needs to be understood by the new business owners who want to be successful in their business. Whatever medium you use for your print media advertisement, whether it is through newspapers, magazines or internet, make sure you do your research.

Making Money Online: Traditional Print Publishing versus Online Subscription Website Publishing

If you want to see a traditional print publisher explode all you need to do is say “Print publishing is dead; it’s just old fashioned editors that are keeping it on a life support system!”

I don’t actually believe print is dead, but its fun watching the reaction.

Indeed online publishing should be a natural extension of traditional newsletter, newspaper and magazine publishing, but many of the publishers look at the web as it is persistent and unwanted veruca, which they can’t get rid of.

And they never will be able to get rid of it!

The web is here to stay and it will start eating more and more of the traditional publishers lunch…..and here are some of the reasons why.

If you are a traditional print publisher please take note.

Low cost of delivery at a time when postage and physical distribution costs are rising
No typesetting and printing costs. Editors and contributors can add articles and comments directly to the website as they are written
Archives of content can easily be made available in a simple, searchable format, adding great value for subscribers. Print publication readers rarely archive old magazines and newsletter as they are difficult to search, so the value of the information is quickly lost
Ability to constantly update and refresh content. No need to be restricted by publication dates. These opens up new areas of content that would previously not been possible. E.g. breaking news, investment advice, etc.
Online membership administration can be completely automated, avoiding the need for costly manual processing of cheques, standing orders, direct debits, etc.
Members can interact with each other through online discussion forums; this interaction creates a sense of community and engenders greater loyalty
Global reach enables niche subject areas to become commercially viable at little extra cost
Content can be provided in multimedia formats including audio and video. Podcasts are becoming an important way of distributing information
Different membership offers can be easily tested, tracked and tweaked
The publisher can observe in real-time what areas of the site are most popular and use this market intelligence to continually improve the offering. Print publishers have no idea what articles subscribers read and value
A website is always on and always available wherever a reader is
The cost of marketing will be reduced as the search engines starting listing a site on the search results pages
New members get instant gratification. They can sign up and be reading the very latest information within minutes

To finish off with I will leave you with a quote from one of the most powerful and influential publishers in the world, Rupert Murdoch:

“I believe we are at the dawn of a golden age of information – an empire of new knowledge. It is difficult – indeed dangerous – to underestimate the huge changes this revolution will bring to print media or the power of developing technologies to build and destroy companies”

“Companies that expect a glorious past in print to shield them from the forces of change driven by advancing technology will fail and fall.”

How to Get Publicity in the Print Media

Print Media

The foundation for business-book publicity campaigns centers around the print media. For most, print is the bedrock, the one basic on which their campaigns are built. When you start developing your campaign, plan the print publicity component first. Make print your priority and concentrate your resources on it.

Print publicity is essential because it reaches the primary audience for business books. Placement in small but targeted business press can produce huge returns. Unlike information presented on radio and TV, print items can be easily torn out, copied, saved, and e-mailed. E-mail has become a highly popular distribution source. With little effort, you can e-mail a print item to your boss, clients, customers, associates or pals, and other media-and they can read the actual text. As a result, an item about your book can have staying power and be more than just a quick buzz in listeners’ ears.

Another advantage of print publications is that the business media is sharply focused and highly respected by readers. Readers don’t have to search all over the place to find items of interest, and they tend to believe what they read. Print publications are considered required reading for serious business types, so early in their careers, they form the habit of regularly reading the business media to get news and information. On the whole, business writers, especially those employed by respected publications, have a strong reputation for honest reporting, good information, and valuable insights

Items can be placed with the business media in various formats, including the following.

Reviews

Reviews of business books carry great weight because reviewers are selective and usually cover only top books or books by top names. Busy business-book readers look to reviewers for information and tend to follow their recommendations. Book reviews usually stick to consistent length and regularly appear in the same place and issues. For example, on each Thursday, reviews will appear on page 2 of the business section. Good book reviews make fabulous promotional blurbs that are especially useful for future marketing efforts.

A strong review in The New York Times, Fortune, USA Today, or Inc. can send your book right to the top of bestseller lists. Two weeks before Authentic Leadership: Rediscovering the Secrets to Creating Lasting Value, by Bill George (Jossey-Bass, 2003), was in the stores, the New York Times Sunday Business Section gave it a rave review. In a matter of days, the book rose to the ninth bestselling book position on Amazon.com, based on that review alone. And, supported by a strong media campaign, the book remained in the top 100 for some six months.

Feature Articles

Articles can be longer and provide more depth, information, and explanations than book reviews. Features vary greatly in length. Articles frequently go beyond a book’s content and give information that can make you and your book more enticing to potential buyers. They can cover some parts of your book, but also go into related material that may make it even more interesting to potential buyers.

Author-Bylined Articles

Writing your own articles is an excellent way to promote your book and inform the public about it. Business books lend themselves to byline articles that can be placed in key publications relating to your core market. They can be placed as editorials, features, or op-ed pieces in newspapers, magazines, and trade publications and on influential Web sites such as cbsmarketwatch.com,

When bylined articles are placed in publications with targeted readership, it can increase your book sales and convince companies to call you for consulting jobs. For example, if you’re a financial consultant, consider placing an article in Medical Economics magazine. Although bylined articles are not about your book per se, they often features ideas from your book, so they will generate excellent publicity.

For bylined articles, it may be tempting to submit little more than an excerpt or summary of material from your book, which can be dry and less than effective when read in isolation or out of context. So redraft your article to suit the publication in which it will run.

Profiles

In profile articles, you are the centerpiece. In a feature article, you may be only a part of the story; just two paragraphs of a three-page article may highlight your thoughts. In a profile, the entire article is about you. Good profiles are tightly focused and provide lots of interesting information. They also tend to go into more depth, run longer, and include your photograph; profile writers often spend considerable time with you. They can create great interest in both you and your book. After reading them, readers usually feel that they know you better, more personally, which can increase their interest in your book.

Questions and Answers

These are articles written in the question-and-answer format. Interviews are frequently presented this way. Q&As position you as an authority and inform others about important or breakthrough information in your book. Readers may use that information and credit you. Q&As work best in a supportive role and make outstanding sidebars or fillers. If you can’t get fuller, more comprehensive coverage, be happy with Q&As, which can produce good publicity. On complex subjects, try to give the gist of the story without getting sidetracked or hung up on details that could put readers to sleep.

Source Quotes

When you are an expert that the media comes to for explanations, opinions, or quotes, we call what they write source quotes. Although your words may appear in only a short paragraph or two of a twenty-paragraph article, source quotes give you great exposure and they usually include mention of your book. The media constantly needs explanations and quotes from experts on any number of subjects. If you always make yourself available, you will become a valuable, ongoing resource for the media. As a resource for the media, you can get into lots of media outlets and get terrific exposure. In the process, you will be building strong relationships with the media that can help you in the future. For instance, if you have a book coming out, the media could write a profile on you and your new title in response to the help you’ve provided.

Media Outlets

Business books can be promoted in numerous print outlets, and when items about a book are published in the right publication, it can launch the book and help make it a success. However, placing a book in the right outlet isn’t easy! Creating great placements is an art, a skill that takes planning and can’t be handled on a hit-or-miss basis.

Your book will be of interest to the general business media, but it will also be attractive to the subset of the business media that concentrates on specific business areas. With the general business media, it’s hard to go wrong. But if you pitch inappropriate media outlets or submit items that don’t fit, your credibility can be damaged and they may be less open to your overtures in the future. In contrast, when you bring them items that fit, they will remember and be more receptive to items you want placed.

Learn to make the best matches by reading publications that could print items about your book. Before you pitch them, study them; find out their styles, preferences, tendencies, likes, and dislikes. Check their Web sites and request copies of their submission requirements before you approach them. Then, zero in on those outlets that would make the best fit for your book and frame your submissions in accordance with their styles.

“In choosing print outlets, match the subject matter of your book to publications that cover that subject matter,” David Hahn suggests. “For example, if your book is on marketing or advertising, consider Ad Age, Brand Week, and Sales & Marketing Management. If it’s on risk, try for CFO magazine. If you’re writing on corporate strategy, contact Harvard Business Review, Across the Board, Strategy & Business, and Chief Executive.

The following are some of the categories of print outlets that publicize business books. Examples of publications in each category are also provided.

They include:

National business magazines:

Fortune, Business Week, Fast Company, Entrepreneur, Inc., Forbes, Business 2.0. As general business publications, these magazines cover many different business topics. So your topic might be of interest to all of them. You want to be very broad when dealing with the general business press because they are so inclusive. But when you drill down to publications with more specific focuses, you must offer a tighter fit.

National daily business newspapers:

Wall Street Journal, USA Today, Investor’s Business Daily, Financial Times.

Major daily newspapers:

New York Times, Washington Post, Chicago Tribune, LA Times, Miami Herald, Boston Globe, Dallas Morning News.

Newswires:

Associated Press, Reuters, Gannett, Knight Ridder, Scripps Howard.

City business journals:

American City Business Journals own publications in forty markets that deal with local business authors and topics. Crain’s Business Journals are published in Chicago, Cleveland, New York City, and Detroit. These local publications deal with local business, local topics, and local authors.

Syndicated writers:

Joyce Lain Kennedy, Jim Pawlak, Paul Tulenko, Bob Rosner, Tim McGuire, and Carol Kleiman. They tend to be tightly focused on what they write about. If you have a career book, you want a syndicated writer who specializes in writing about careers.

Industry trade publications:

Jewelry Today, National Real Estate Investor, Automotive News, Air Transport World, Chain Store Age, Modern Healthcare, Restaurant Business, Network World, Supermarket News.

Airline magazines:

American Way, Continental, Spirit, Attaché, Hemispheres, Sky.

Freelance writers:

Freelancers contribute features that appear in influential business publications such as Investor’s Business Daily, Continental, Wall Street Journal, Brandweek magazine, the Boston Globe, and 800-CEO-READ. An article by a freelance writer about you or your book can provide invaluable publicity for your book. Freelancers will often cite authors and their books as sources in their stories, and they write book reviews.

Familiarize yourself with the freelancers who write about your area of interest by reading business publications and visiting business Web sites. Find additional names of freelance writers from search engines, Profnet, and Bacon’s Business Directory. Some well-known freelance writers are:

Dale Buss

Robert McGarvey

Amy Alexander

Joanne Krotz

Mark Henricks

Dayton Fandry

Tom Ehrenfeld

The Most Influential Business Media

The following print publications wield the greatest influence in promoting business books. Although they cover books in various ways, the following generally describes their book review policies:

New York Times-Usually reviews business books in the Sunday Money section, not in the Sunday Book Review section. Covers a variety of business topics and writes in-depth reviews of single, high-profile titles and thematic reviews that incorporate examples from three or four books in one article.

Fortune magazine-Publishes some book reviews but primarily runs features of CEOs and business thought leaders.

BusinessWeek-Tends to write highly analytical book reviews. Concentrates on titles by CEOs, business journalists, and academics.

Wall Street Journal-Occasionally publishes reviews but does not review business books in a regular column. Reviews books of interest to businesspeople on topics including politics, sports, travel, and entertainment.

Harvard Business Review-This highly prestigious publication regularly runs reviews and in-depth, bylined articles by thought leaders.

USA Today Book Review-Publishes reviews in the Money section, usually on Mondays, on a variety of business books.

Fast Company-Asks readers each month which of five books should be reviewed and reviews the winner the following month. Being selected is an honor.

Airline magazines-Most don’t run reviews, but publish articles on business topics by business-book authors. Have cut down on business articles.

Keeping Abreast Of All Your Business News With Print And Electronic Media

If you think about it you can see that the news media has been evolving for some time. Business news was once only available in a newspaper, that changed when television arrived on the scene. Now we have the world wide web at our fingertips. For those that need to stay current as far as business is concerned, the Internet has ensured that information is just a click or two away.

By definition the word ‘news’ refers to the four points on a compass. This is rather interesting, because many people simply assume it to mean something different. However, its purpose is to keep the masses informed of what is going on in the world around them.

In the early days there was no way of providing news to the public. Thanks to the invention of the printing press newspapers and business magazines came into being. Over the decades and centuries since, the news media has continued to grow and expand. Today, business news is a vital and distinct branch of the news in general.

Even with all the advances that the news media has enjoyed over the years, none have come so dramatically and quickly as those that have occurred in the latter half of the 20th century. This is thanks to the phenomenal rise of the Internet, which ensures that the news reaches the widest audience ever.

Business news concerns all things business and commerce related. Nowadays one can make use of more than just business magazines, because there are whole channels devoted to this branch of the news media.

What Does Business And Commerce News Include?

1. Stock Market Updates – Lack of information means you cannot make smart and informed decisions, which is why many used to lose a lot of money in the stock market. In our modern times, stock market news is always available, along with expert advice and constant updates.

2. Corporate World Information – This means that the public can be kept abreast of what is happening in the corporate world as well. Everything is covered so that interested parties are kept well informed. After all, corporate happenings affect the stock market, so it is vital that people can be kept current as far as developments are concerned, whether these are mergers, takeovers, etc.

3. Analysis Of The Budget – Knowing what the government is doing regarding the different industries is very important. When a budget is made known it will be covered on television, in the print media, and online. So that the common man can follow what is going on, the information is presented in a simplified form, especially on television.

4. Product And Service Reviews – Business news also covers the reviews of different products and services. For those of us who are not clued up with all the latest gadgets out there, this information is very useful in keeping us aware of what is hot, and what is not. The same is true of services that are offered.