Magazine - Tips for getting the most for your dollar Advertising

Many of the same "Print" principles that apply to newspaper advertising also apply to magazine advertising. The major differences are:

* Magazines are usually weekly or monthly publications instead of daily.

* The advertising messages are more image-oriented and less price-oriented.

* The image quality and paper are superior to newsprint.

* The advertisements in magazines involve color more often.

The general rule that you can run the same ad 3-5 times within a campaign period before its use decreases applies to advertising magazine as well, even with a monthly publication. So it makes sense to spend more time and money to prepare a good ad that can be successfully repeated. Over long periods like these, however, be aware that the client (you) is tired often the announcement before the audience does.

Because ads in magazines are not immediate, they take more planning. Often, an ad for a monthly magazine must be prepared from one to three months before publication, so ads retail prices and items must be carefully crafted to ensure accuracy. Keep this in mind when planning your ad, and make sure your offer is appropriate for the issue (season, the editorial content, etc.) that will appear.

Since the quality of the journals are higher, the publicity it generates must be even higher. All publications have different characteristics with regard to the types of files it accepts, but the most widely accepted are: EPS, PSD, TIFF, and PDF. Consider obtaining the assistance of a graphic or an advertising agency, if this is not an area that you feel comfortable.

There are two categories of magazines: trade magazines and consumer magazines.

Magazines are publications that go to certain types of businesses, services and industries.

Consumer magazines are generally the kind you find on the newsstand average. Investigate which type would do your business the most good.

Working with an advertising agency

An agency may also buy magazine space for you, often at rates that are better than what you could achieve by yourself. If you would prefer to buy space on your own, contact the advertising office of the magazine, and request their media kit. The kit includes a folder that contains demographic information, information on hand, the current rate card, and a sample of publication. Sites such as multimedia offerings (http://www.mediabids.com) have recently emerged, and offer small businesses an unprecedented opportunity to get space in national magazines traditional with a significant savings. The site offers support allows users to browse the offers being published, and also to create auctions, in which the publications are "bid" for their business.

Saving Money With Discounted Space

While most magazines are national in nature, many have regional advertising sections that allow your company to focus on a small target area, at a discounted price. This is particularly useful for companies that target specific regional areas that would benefit those outside the targeted region. Each magazine is so different, so contact the one (s) you are interested and ask them for their geographic editions. Some magazines also have sophisticated demographic editions available, which might also be advantageous.

A little known fact is that all the magazines advertising rates are negotiable. This tends to work best if you use an agency broker space for you, but if you're an expert negotiator, you can certainly do this alone. Inquire for special pricing for multiple insertions, considerations advertorials with display ads for a fee, and the remaining space. Remnant space is unsold ad space that the magazine was left when approaching the end. In many cases, this space can be purchased at a significant discount, and offers a great way to test the waters with a new publication. When you establish a relationship with your advertising representative, it is worth asking them to keep in mind every time you have available space remaining.

Get More Mileage - be a Savvy Negotiator

If you are planning to sign an annual contract for display advertising in a magazine, do not be afraid to ask the representative to "sweeten the deal" for you. You will automatically get a better deal when you contract for matters the most - it does not hurt, but to try to parlay that into a short editorial as well. Take a look at their calendar Editorial, and see where you could have an "in" based on content that will appear in future editions. If you have a great product or service that places the object in a particular issue, throw your idea. You might also want to consider suggesting that if they agree to characterize a product or service in an editorial, it would be willing to give readers of the magazine a special price on this item for a limited time. This creates a win-win, the magazine looks good to secure a special discount of the product, and you get more visibility. Give it a try ... you may just be surprised with the results.

Other things you can negotiate:

* Card reader response. Readers fill out a small survey tab on the back of the magazine to get more information from advertisers. These cables are usually supplied by e-mail in an Excel or CSV. If you get this, be sure to follow with the door immediately.

* Special Placement. With an order of multiple insertion, one may be able to play the special positioning outside of the publication. Remember that advertising will not be the first cover as an option, but options that require, as the front 1/3 to the right or left of the page, upgrade the position in black and white spot near of a specific article, or the top of a page may be something you can get....