Tried and True – Advertising in Print Publications
In this world of everything digital, it may come as a surprise to learn that consumers pay more attention to advertising in print, specifically magazines, than any other media. It’s true. In addition to finding magazine advertising more relevant than advertising in other media, consumers are much less likely to be multi-tasking when reading magazines, therefore paying closer attention to your ad.
A 2014 study of several media found that magazines, on average, have a return on investment of 130%, outpacing newspapers, online ads, radio and television. The reason for this is the very targeted reach that magazines provide. Magazines are published that cater to every interest and demographic imaginable. From Aviation to Zoology and everything in between, there is a magazine for that.
Chances are if you pick up a magazine to look through it, you have an interest in the content. Savvy advertisers know this, and choose to place their messages in those publications that match the demographic they are trying to reach. Giant companies like Proctor & Gamble, Nike and Toyota would not be spending mega-dollars on magazine ads if they did not work.
But yours isn’t a giant company—that’s ok, because even in the local market, there are several publications that target very specific demographics. Whether your target demographic is eight or eighty, there are local magazines to help you reach your potential customers.
44º North Advertising & Design offers a specialty publication in the Oshkosh market to provide you with access to the very desirable market of families with school-age children.
If you live in the Oshkosh area school district, you probably received the 2015 Summer Oshkosh Recreation Department Activity Guide in the mail in March. You may remember the vibrant blue glossy cover with color photos of people, young and old, enjoying different types of recreation. The Oshkosh Area School District has been publishing the guide for over 25 years, but this edition was upgraded substantially from previous ones. The glossy cover was added which upgraded the magazines’ image substantially and made it a keeper instead of a tosser. The inside pages were printed on bright white paper instead of dull newsprint so that it is easier on the eyes, and the color ads pop. Our talented designers reorganized a mass of information into a logically listed, easy to read index of recreation opportunities for young and old. And most importantly, the distribution increased by 5,000 households to 32,000 homes, reaching 88% of the households in Winnebago County! Even the giant companies can’t purchase magazine ads with 88% saturation, but you can.
Advertising to families with children can be a tricky endeavor for a local business. It is impossible to obtain a mailing list of school age children, and younger families are not typically newspaper subscribers. To print and distribute a saturation mailing (which goes to all of the homes in a selected area) can be cost prohibitive by the time you design, print and mail a large quantity of material. So reaching that market en masse is challenging for smaller local businesses.
The Oshkosh Area School District’s Recreation Department Activity Guide allows advertisers to reach that elusive market in an inexpensive and efficient way. For as little as $.01 per household, advertisers can promote their products and services to nearly every household in the Oshkosh area in a product with a shelf life of several weeks, or even months. There is no better advertising value to be had.