Page 250 - 101 Ways to Market Your Business

ANOTHER 20 MARKETING IDEAS

119 Advertising in magazines

Most magazines are published to cater for specific people
with specific interests. This means that you can target the
audience you are trying to reach. For example, if you own
a SCUBA diving shop that sells diving equipment, it makes
sense to advertise in a SCUBA diving magazine. This may
seem obvious but it is a point that is often overlooked.

Another prime example of this is the adventure tour
companies and environmental lodges that advertise in out-
door and nature-based magazines. The type of person who
reads these magazines is probably very likely to enjoy
outdoor activities and nature-based holidays, otherwise why
buy the magazine?

Most magazines have small classified sections in the
back exclusively for the smaller advertisers. Quite often you
can place an advertisement for only a few hundred dollars.
All you need to do is ring the publication (the details are
always listed at the front of the magazine) and ask for
details on advertising. The company will send you infor-
mation called demographics, which outline the type of
people that read this particular publication, where it sells
the best, circulation numbers and advertising rates.

From here on it is up to you to decide how much you
can afford and what service or product you want to pro-
mote in the advertisement. As with any printed media,
remember that success is found in a clear, hard-hitting title.
The magazine will help run through the requirements for
your advertisement.

An observation I have made is that you normally see
the same advertisements time and time again in specialist
publications. This must lead to the assumption that they
work.

If you want to monitor the success of the advertisement,
either check with each and every customer to find out how
they heard about your business or, alternatively, make up

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