Effectiveness of Local Magazine Advertising
One of the many challenges faced by small businesses is how to advertise effectively. Online advertising? SEO? Magazine advertising? Leaflets? There’s no single right or wrong answer. Each business works differently and finds different, sometimes very unique ways of becoming more known. However, research is showing that printed advertising is far from dead, with audience reach being wider than previously thought. Door drops are generating approximately 3 times the number of opportunities to see a message (JICMAIL). Printed mail is also delivering more than what you pay for, compared to other media channels (JICMAIL).
It’s true that online advertising offers a far greater reach than local magazines, although much of this will be outside the local area. By focusing only on social media or online advertising, you are excluding people who are not online, not on social media or have very limited use of it. You also have to rely on users sharing enough data in their profile, before they will see your advert.
This is not an issue for printed advertising. Local magazines may have a smaller reach than online or social media advertising, but a far greater reach in a targeted, local area. When it comes to hyper-local advertising, local magazines are number one.
With the rise of “fake” online news and articles, internet users are becoming increasingly aware of what information they want to let into their lives. This is where ad-blocking software and privacy settings come in. Where does this leave your ad? Can you be sure you’re reaching your potential customers and not someone on the other side of the world!?
Local magazines in particular are a more trusted medium, particularly in the community. Research shows that printed ads are more enjoyable than online. The magazines are often produced by people who live in the area, who know the area and its residents. That’s certainly true with us! Making a commitment to local print advertising over a longer period not only helps raise awareness locally, but most importantly, it helps to build trust in the community. This goes a long way to creating a lasting impression.
Not only is print more trusted, research shows that it has better recall than digital. Readers remember your advert much more easily in print. This mostly comes down to time – people spend longer looking at printed publications than online adverts. Our magazine also stays in the home, to be looked at again and again, whereas online advertising is gone in a blink.
With our own local magazine ‘Handy’, we recommend booking in at least 4 issues to begin with, which covers a period of one year. This really helps to bed your business into the magazine, and reach not only existing residents but new arrivals.
There are advantages and disadvantages to all forms of advertising, but the best results are often achieved by including a good mix into your promotions. Local magazine advertising still works brilliantly in the modern world, and there are positives to think about when it comes to sustainability.