The world these days is a fast-paced place. As such, businesses are hard-pressed to find consumers willing to slow down long enough to hear what they have to say. But that’s exactly what most of them need—new customers who will stop and not just consume their message, but digest it. That’s what marketing is all about. Lucky for advertisers, in a world of high-speed media there is still one place consumers turn to in order to chew more slowly over stimuli: Magazines.

Despite the proliferation of content on the Internet, PDAs and mobile media, people still like to sit on their couch and flip leisurely through magazines. That’s a good thing for small businesses because:

1. Consumers expect and even enjoy ads when they’re in magazines.

2. Half of readers take action on magazine ads.

3. Magazines let advertisers target niche markets more efficiently.

4. Magazines reach a more affluent demographic.

5. Magazines are passed along and read multiple times, offering advertisers added, long-term exposure.

Action Steps
The best contacts and resources to help you get it done

Narrow your options

When it comes to magazines, the options are endless. There are trade magazines, with which you can reach just about any special interest niche you desire, and consumer magazines, which allow you to reach a broader demographic of general interest readers. There are national magazines, regional magazines and even local magazines. Consider your goals and budget and choose wisely.

I recommend: There are thousands of magazines on the market in which you can reach new customers. All you have to do is find them. Start with a subscription to Mediafinder, a database of more than 70,000 U.S. and Canadian periodicals. Or, try a free directory such as the Yahoo! News Directory, Google Directory, MagazineBoy or Amazon.com.

Pay attention to readership

Magazines’ greatest advantage is their ability to connect you with your ideal consumer—someone of a particular age, race, income or gender, or someone with a particular interest or hobby. Before you purchase ad space with a title, then, study its circulation in order to make sure that its readers are also your customers.

I recommend: A magazine advertiser’s Bible is the media kit. Ask magazines in which you’re considering buying an ad to send you theirs. It includes detailed circulation figures, reader demographics, advertising rates and more. Check out these diverse samples from TIME Magazine, 5280 Magazine, O The Oprah Magazine and Wine Business Monthly.

Design for attractiveness

Many consumers who buy magazines don’t necessarily read them; instead, they just look at them. It’s important, then, to create an eye-catching, image-oriented ad with both good copy and pretty pictures. Use bold colors and an interesting layout to make the most of your marketing investment.

I recommend: Readers and publishers alike expect high-quality ads from magazine advertisers, so consider hiring a professional agency or graphic designer to create your ad. Doing so might mean spending more money, but it could easily mean making more money, too. Media Development, New Image Advertising and Spark are examples of agencies that provide print ad design services.

Consider bells and whistles

Magazines offer advertisers a unique opportunity to make their ads more creative, more engaging and more persuasive with special, though admittedly expensive, enhancements. Instead of running a small, two-dimensional advertisement, businesses with the budget and desire can buy inserts, business reply cards and gatefolds, and can sometimes even arrange to include small product samples.

I recommend: When it was known as Primedia Business Magazines & Media, Prism Business Media created an “Impact Advertising Solutions” brochure designed to introduce marketers to creative advertising ideas; look it over to find out what your magazine ad dollars can get you.

Negotiate placement

Magazines are built carefully, designed with deliberate real estate for editorial and advertising alike. The front and back of the book typically contain shorter articles, regular departments and product endorsements while the middle of the book—the feature well—usually includes the magazine’s longer articles. Examine a few issues of a magazine to decide where your ad most makes sense and try to negotiate appropriate placement.

I recommend: Before requesting special ad placement, review the American Society of Magazine Editors’ guidelines for ethical ad positioning. Media buyers such as Working Media Group and STG Media Corp. can help you negotiate honest and effective placement for your magazine ad.

Keep your eye on ROI

Magazine ads have been proven to improve marketing ROI across a broad range of product categories. Avoid investing in a magazine ad unless you are ready and able to measure its success.

I recommend: The Magazine Publishers of America has a packed library of research that can help you get the greatest return on your advertising investment. Consult its “Accountability: A Guide to Measuring ROI and ROO Across Media” to find out how to improve the performance of your magazine ads.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Magazines are often produced several months before they’re published. As such, be prepared to create and purchase your ad early with substantial lead-time.
• •  If you sell an especially cool product, or a really unique service, consider sending a sample with a press release to relevant magazines. They may decide to feature your product or write about it, which translates into free magazine advertising in the form of legitimate editorial content.
• •  The greatest disadvantage to magazine advertising is its high cost. Magazines, however, typically offer advertisers one-time, three-time, six-time or 12-time annual rates. Buying ads at higher frequency is more effective and can save you money.
• •  Magazine ads tend to improve a company’s image; the higher-quality production and paper often lends your product and brand more credibility in consumers’ eyes.
• •  Many national magazines offer regional advertising sections; purchasing a regional ad often costs less but still gives readers the impression that you paid for a national advertisement.
• •  If your ad budget is small, consider purchasing a direct response ad, one of the small ads that magazines often reserve space for in the back of the book. These are typically small black-and-white ads in which advertisers can make targeted sales pitches to readers who are looking for them. These ads are less expensive and offer businesses a way to reach consumers who are using the magazine to shop.