Print Media Magazines & Newspapers

Magazines Selection Factors Try to ID “pilot” publications initially General Audience –National Enquirer, Parade, TV Guide Female Oriented –Cosmopolitan, Seventeen, Redbook, Woman’s Day, Family Circle, Better H&G, Male Oriented –Home Mechanix, Sports Illustrated, Playboy, Penthouse However, these change periodically and may not suit your particular target audience.

Magazines Regional Editions Regional buys offer a good testing ground. Although more expensive on a CPM basis, total cost is lower. West Coast usually outperforms. Regional A/B splits allow multiple tests. Expect relatively poor positions for ad.

Magazines Positioning Effects “Best” position/highest response from: –First seven pages or cover positions –Right-hand pages Bind-In cards provide several advantages, but increase cost (from 40% to 400%) –Response rate equivalent to cover position because the card “flags down” reader –Makes it easy for reader to reply

Magazines Response Patterns Monthly Publications: – 20-25% in 2 weeks –40-45% in 3 weeks –50-55% after 1 month –75-85% in 2 months –about 95% by end of 4th month Weekly: usually see about 50% of response in first 2 weeks, little after 1 month

Magazines Seasonality and Frequency For non-seasonal products: –Jan-Mar is best, Aug-Nov is next Christmas gifts: late Sept-early December When to repeat:

Newspapers Preprints: –Abundant space, reply postcard, color quality Sunday Supplements: –Top 3 reach 65 million people, low CPM Comics: –Great demographics, no clutter, color ROP (Run of Paper): history is not good Sections: allow better targeting than ROP

Newspapers Timing & Positioning Seasonality is similar to magazines ROP: usually Mon-Thu (avoid grocery day) Right-hand pages are better First section is better for general audience Quick placement (about 72 hour lead time) Response pattern: usually get about 90% of response within 2-3 weeks

Creating Print Ads Compared to direct mail, space is much more limited Before you start writing: –get detailed description of target market –if market is highly competitive: stress key product advantages –if product is unfamiliar: stress customer benefits –appeal to human values (see page )

Creating Print Ads Build in the “hook”: –why, how, new, now, this, what Get straight to the point in the lead Classic structure: problem, promise of solution, explanation of promise, proof, and call to action Offer one argument after another until your level of persuasion is overwhelming

Creating Print Ads Establish uniqueness of product (only) Use testimonials in an organized way Justify the price: make the low price seem believable / the high price seem not so high Response device: (in addition to 800 number) –summarize main selling point(s) –make it easy to use –state guarantee clearly and prominently