How to create magazine ads.

So you’re thinking about running some magazine ads and you want to find out how it’s done? Well, you came to the right place.

If you haven’t already read my section on newspaper ads, I’d suggest you go do that now, since many of the same principles of creating newspaper ads apply here as well.

The biggest differences between the two are that magazine ads

- Are generally four color and are printed on a higher quality of paper

- Usually run weekly or monthly, as opposed to daily for newspapers

- Are more “image-oriented” because they run less often than newspaper ads (timely messages aren’t usually appropriate if a publication only runs monthly)

- Usually cost more for all of the above reasons

- Have to be prepared at least a month in advance to accommodate magazine run dates

Types of publications.

There are basically two categories of magazines: Consumer and Trade. Consumer magazines appeal to the general population, and are found on newsstands or in the checkout line at the grocery store. Trade magazines (usually called “Trade Pubs”) are more specialized and appeal to certain types of business and industries. Which type of category you choose depends on your product or service.

Most cities of certain size also have local publications where insertion space can be fairly cost-efficient. There are also free publications that you find in grocery stores close to the exits, but just because they’re “free” to the public doesn’t mean they’re free to the advertiser. Sometimes they can be even more expensive than publications that consumers have to buy simply because the publisher is having to make up lost revenue.

Still, national magazines are going to be a lot more expensive than local ones simply because you are paying for readership numbers. If the idea of appearing in a national magazine appeals to you, but you are concerned about the cost, you might want to check out the particular publication you are interested in since some have regional editions which can be less pricey.

Before you decide which publication to go with, check them out thoroughly to make sure their target audience aligns with yours. Call the magazine that you are considering and ask them for their “Ad Kit” or “Media Package.” They’ll send you a folder that includes all their demographic information, rate cards and specs. Questions to make sure you have answered include:

• What's the magazine's circulation?

• How often is the magazine published?

• How is it distributed?

• Are there any special sections or themes planned for the year?

Magazine ads can be expensive, but you can make it less so by signing a 12-month contract where you agree to run so many times per year in exchange for a reduced per insertion rate.

Know that there are also freelance media placement (or media buying) agency that can help you negotiate rates, especially when it comes to national buys. Google the words “media placement agencies” or “media buying agencies” for more information.

Creating your magazine ads.

Again, much of the same design and copy principles that apply to newspaper ads apply to magazine ads as well. (I’m not going to repeat myself here, so if you’re interested, go back to newspaper ads and re-read the section called “Tips on Getting Noticed.”)

The biggest difference you need to be aware of is that since magazine ads are usually deemed “higher quality,” the ads usually follow suit. Images and copy are more sophisticated, and - as we stated earlier - the ads are generally more image-oriented. Since most magazine ads are four-color, this is also an opportunity to bring in some really tasty photography as well.

Regardless, of whether you decide to go with an agency, a freelancer, or do it yourself, you will need to make sure your message is strong and eye-catching. A bold graphic and headline will help you grab the reader’s attention and hopefully keep it long enough to deliver your message.

Newspaper Ads is a good way to reach a mass audience. While they’re not cheap, they can be reasonably priced. However, it’s very easy to get lost on a crowded newspaper page, so here are some ideas on how to make your ad stand out.

Television Ads – Everyone wants to do tv commercials because they’re sexy and extremely high-impact. Unfortunately, when it comes to small business advertising, tv can quickly blow the budget. But there are ways to make tv more affordable and impactful.

Radio Ads is one of my all-time favorite advertising mediums because it a relatively low-cost, high-impact way to reach your target audience with pinpoint accuracy. I like it so much, if fact, that I’ve even written an e-book called the Insider's Guide to Writing and Producing Radio.

Direct Mail can be a cost-effective way to reach your customer in a very specific and targeted way. Learn what it takes to create a successful direct mail piece, and why you should give direct mail a try.

Advertising Taglines - The goal of great advertising taglines is to communicate your product or service to your consumer, and do it in a way that builds brand awareness and your bottom line.

Yellow Pages Advertising definitely isn’t cheap, but is a great way to add credibility in your local customers’ minds.

Company Brochure
Get practical tips on how to develop a corporate brochure that will have maximum impact.

Specialty Advertising
There are ways to use specialty advertising to help build your business - and there are ways not to use it. Go here to get inside and expert view, advice, and recommendations.

Like to save thousands
on your advertising costs?

Insider’s Guide to Writing and Producing Radio

Learn the insider secrets to writing and producing business-building radio commercials!

Order now and get my bonus e-booklet, 10 Steps to Creating a Successful Campaign.

Return to the BusinessBurrito.com home page.

Search This Site.