As advertising goes, there is not a medium as tried and true as print. Before radio,
television, and the Internet, print was the primary method to reach and influence
the masses. Despite the growth of other media platforms, print remains an option
that is widely used and widely effective.
Print as an advertising medium is broken down into two primary categories – newspapers
and magazines. Each provides an advertiser with the opportunity to target specific
audiences.
With newspapers, you can zero in on hyper-local audiences or more affluent targets.
Newspaper advertising will also guarantee a certain number of impressions, which
varies depending on the circulation of each publication. Top 100 newspapers, like
the Wall Street Journal or the USA Today, will have more reach than a small daily
in North Carolina. However, your campaign may call for one and not the other.
Magazines offer an abundance of special interests to target. If you want to reach
fitness nuts, fashionistas, or hobbyists, you can find it through magazines. Business
publications also offer plenty of opportunities for B2B advertising campaigns.
Buy Print Advertising
Print advertising is not relegated to traditional methods. With new technology,
a campaign that utilizes traditional media can be researched, planned, and bought
more efficiently than ever before.
Research
As with all forms of media, you will want to do plenty of research before you choose
where you want to buy. Browse through pricing and media kits to find the best avenue
for your advertisement. Price, CPM, gender, location, and reach are all factors
in making a decision on your next media buy. When you leverage an intuitive media
marketplace, you can find all of these factors with just the click of your mouse,
instead of the endless phone calls and page-turning.
Plan
Print advertising requires planning, especially when you are working with campaigns
that will roll out in multiple months or issues. When and where do you want your
ad to be placed? With online media kits and rate information, you can plan your
campaign just as you traditionally would, but with less time obligation and hassle.
Buy & Manage
After the research and planning stages, it is time to buy. Negotiation and paperwork
is replaced with the click of a mouse. With the right media buying tools, you can
manage the entire execution of your campaign online. Simply upload your creative,
verify last minute changes and send it off.