Magazines – the essential marketing tool
Generally speaking, magazines (and websites) are the only forms of media that clients (industry and consumers) are likely to refer back to over and over again. Magazines are tangible (a person can touch it and keep it) and durable (they last long). Television and radio do not match either magazines or websites in terms of successful client penetration, due to the simple fact that both internet and magazines are targeted forms of media to audiences that already are interested in the particular topic. To better understand the gardening audience of Radio and Television refer to their respective posts.
Magazine key benefits over all other media are:
• audience can be either VERY targeted (eg subTropical Gardening) or generic (eg Australian Horticulture, Hort Journal, Green World, ABC Gardening Australia, Your Garden, etc.).
• magazines are kept as a resource and are referred to weeks/months/years later – at least good magazines are!
• magazines provide content (articles) that companies can tweak their advertisements to align with (e.g. using images that complement the publication).
• publishers know their audience and can guide you (the advertiser) on how best to tweak your advert for optimum audience attention and conversion to sales.
• some publishers align their websites to cross-promote and this is an invaluable method to optimise your marketing strategy.
All magazines have different audiences and it is vital that your company understands that. This knowledge allows you to identify which magazines are relevant for your brand/service to advertise in. For example:
• some focus on single specific industry sectors – landscape architects, production nurseries, etc.
• some are generic for the horticultural industry – see comments above.
• some are generic for the public.
• some focus on specific climatic or cultural audiences – such as gardeners for warm climates (subTropical Gardening magazine) or for organic growers.
Australia has one of the most magazine-oriented populations in the world. Regretfully this has also resulted in Australia becoming a ‘dumping ground’ for overseas excess stock of magazines resulting in a glut of publications, many of which have little relevance to the Australian audience. It is important to note here that gardeners and landscape designers are keen to read many magazines even those from overseas. The problem this creates is that gardeners and designers can pick up ‘advice’ that is neither relevant nor advisable for the Australian conditions.
Industry Observation
Based on the Roy Morgan Readership Research 11/11/09 – “If people are sitting down to read a magazine at home or on a bus or train, they’re wanting all of the content to be relevant to what they are interested in. Not every tenth article. And thus these are the first publications to be jettisoned when the amount of discretionary spending available is reduced.”
“Magazines which mirror or tap into a person’s specific interest, where every single article will be relevant or absolutely fascinating, are far less likely to be ditched when the purse lightens up. These titles speak directly to a reader’s passion, hobby or profession, not offer a ‘to whom it may concern’ approach that may or may not entertain, inform or excite.” by research analyst Ian Hay
Will magazine advertising work?
Magazines work well if you have a product/service and you advertise in the appropriate publication. A magazine can provide a static image for people to look at, contact details for clients to order from you, listing of your website to send clients for more information. It is tangible and portable – readers can take it with them: in the car, the plane, out for coffee, to the rest room. Television cannot do this. Radio is portable but is frowned upon in public spaces. Internet (websites) is now portable but regarded as clumsy/cumbersome in public spaces due to having a laptop to carry around.
If you have a product/service that the public buy or use, market it in consumer magazines.
If you have a product or service strictly limited to the industry, then market it in a trade magazine. If, for example, you are a production nursery growing a new plant and you only sell to retail garden centres it is VITAL that you advertise your new plant to the public (radio, magazine, websites, etc) so that demand is created which drives garden centres to buy the plant from you (refer HERE to read more about Demand Chain).
Hidden expenses?
Additional expenses you need to be aware of are:
- graphic production of the advert to the size and quality (bleed and trim sizes) needed to print production. Note: get the professionals to do it as most generic software is unsuitable.
- be aware of how the prices (Rates) are listed on the publications’ Rates Sheet as some are GST included, others are listed GST exclusive.
- first time advertisers generally have to pay upfront as no credit history has been formed with the publisher. This may change over time as you become a regular advertiser.
- Always pay on time as fee penalties may be enforced.
To see reviews of current magazines on the market, click HERE
Refer to other Media articles:
Magazines | Websites | Television | Newspapers | Radio | Letterdrop | Newsletters
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