Advertising

2. Whose Pages?

Which media will reach the right people? Look at where your competitors advertise - and where they don't - to help focus your thinking.

2.1 National newspapers are often the right choice for high volume consumer sales and direct response selling (eg air tickets).

• The advantages are high circulation, low cost per reader, prestige, flexible timing and a choice of known readership profiles.
• The disadvantages are the high cost per ad, the probable high cost per target customer and the fact that old newspapers are quickly discarded.

2.2 Local papers, freesheets and community magazines can be ideal for local advertising.

• The main advantage is that they have the geographical focus needed for shops or local services. They are also inexpensive per ad and good for test marketing.
• The disadvantages are restricted geographical coverage and low readership.

2.3 Trade and technical journals - plus club and society magazines - can be ideal if you supply businesses or other special groups.

• The main advantage is the huge variety of publications, offering accurate targeting of well-defined and committed readerships.
• The disadvantages are usually low circulation and a high cost per reader.

2.4 Lifestyle magazines, including hobby magazines, are suitable for advertising consumer goods, especially for mail order.

• The advantages are usually well-defined readership and scope for colourful, high-impact advertisements.
• The disadvantages are the high cost per reader and the sheer volume of advertising jostling for the reader's attention.

2.5 Business phone directories, such as Yellow Pages, and trade directories work well where customers naturally turn to this kind of reference source.

• The advantages are high circulation, long shelf life and the fact that your ad is seen by customers when they are keen to buy.
• The disadvantages - long publication lead times and slow results - may make this sort of advertising unsuitable for start-ups.