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Take a Stand A newsstand, that is. Make magazines part of your marketing mix with these five money-saving ideas for advertising in print.

By Kim T. Gordon

Opinions expressed by Entrepreneur contributors are their own.

If your marketing campaign is limited to newspaper and Yellow Pages ads with a smattering of internet marketing, it's time to take a serious look at what magazine advertising can do for your business. Marketing success is about reaching prospects through synergistic media. As a CrossMedia study by Dynamic Logic reveals, magazines actually outperform other media, including television and the internet, in generating "purchase intent" when tossed into the mix.

Magazine advertising allows you to tell an in-depth story, particularly when full-page and other large-size ad units are employed, and can provide all the information your prospects need to make a buying decision. This is critical, particularly if you have a new product or service in the education phase of a campaign or are introducing new features. Best of all, the variety of advertising options offered by the enormous range of trade and consumer magazines makes it easy and affordable for most entrepreneurs to jump in. Here are five ways to use magazines to win leads and sales:

1. Target with national publications. For B2B marketers, every industry has its dedicated "vertical" publications that are considerably more affordable than the "horizontal" business press, such as the major newsweeklies. There are also publications that target individuals by title, such as CMO magazine, which is read by chief marketing officers in a variety of industries. Full-page ads in national consumer magazines with large circulations may be costly, but many have special sections with affordable fractional-page ads. These are typically in the back of the publication and are highly effective for entrepreneurs marketing products.

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