Continue to Part II: Advertising in Print Media From Newspapers to Magazines»
IntroductionPrint advertising is one of the most traditional forms of advertising that there is and includes magazine and newspaper ads, flyers, brochures, newsletters, and more. This type of advertising can be as simple as a small, text based classified ad, to full scale layouts in magazines. Print advertising can also include publishing your own newsletter, which is a great way to present your company, products, and services in an in-depth format which can allow you to position yourself as a leader and expert in the industry. The best form of print advertising is that which can combine art with product information. Some of major print advertising campaigns of the last few years, such as Absolut Vodka, Nike, and others are such a part of the public's consciousness that the mere mention of the name conjures up memories of the ads.
CostsPrint ad costs can run the gamut from tens of dollars for a simple classified ad, to tens of thousands of dollars for a large layout in a well-known nationwide magazine.
TimeframePrint advertising relies on the principle of repetition, so print advertising campaigns should be given ample time to function. Many of the most successful print advertising campaigns are designed for the long term, such as 6 months, to 1 year.
Useful TidbitsA print advertising plan should be designed to reach a specific audience, and should look for periodicals with a readership whose demographics are similar to those of the company's own customers and clients. Some important factors to keep in mind are that headlines, bullet points to show information in an easy to read way, and a 'call to action', which asks the reader to do something, i.e., 'call now', 'sale ends Sunday', etc.
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