Is the publication’s readership suitable for your advertisement?

Remember the editor who rejected our product as being unsuitable for her readership. She was right. It was unsuitable, which was why our advertisement achieved nothing. Obviously had I given it more thought and really identified who the magazine’s targeted readership was, I would have come to the same conclusions as she did and not wasted our money.

Tips:

If your ad is going to achieve anything for your business it must reach your target market.

When considering a publication always get a copy of the magazine or newspaper before placing your advertisement. Remember, if your advertisement is to have even the slightest hope of succeeding, your products or services must appeal to the bulk of the magazine’s readers. If it doesn’t your message will fail to reach your target audience.

• You don’t have to buy the magazine or newspaper. Phone the classified sales department and ask them to send you a back issue and a media pack.
• The media pack will contain information on how many copies are distributed and an analysis of the typical readership.
• When you receive your copy go through all the advertisements and ask yourself if what you’re offering is the same as what is being advertised.
• If the answer is no, or you’ve got your doubts, then it isn’t for you. Ignore what the sales staff say. Their job is to sell advertising space, not your products.