Magazine Advertising: Have a Local Presence Using a National Brand

Meredith St. Louis About The Author

October 8, 2020 at 10:15 AM

Magazine Advertising Have a Local Presence Using a National Brand

Ninety-five percent of people under the age of 25 read magazines. Magazines continue to retain a high rate of popularity among consumers, with a 63% popularity rating. In today's digitally-focused society, it's easy to get caught up in the allure of digital advertising and forget about other opportunities, including print media. As a smaller business, you might think you can’t afford print advertising. But, advertising in glossy magazines isn't just for big brands. Magazine advertising in a national publication like People or Parents is a great way to boost your local presence and increase credibility.

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Many magazines have local sections aimed at small businesses. 

Many national publications have local advertising sections that are accessible to smaller or even niche businesses. These sections may cover an entire region, like the Southeast, and help you reach customers in your immediate local area. This is the perfect section for small businesses who are looking to break into print advertising with a popular national brand. 

A small boutique clothing shop, for example, might choose to advertise in the regional  section of Parents to help encourage local consumers to visit their store. A local gym or vitamin store might choose to advertise in the local advertising section of Health. These sections are perfectly designed for local businesses that want to stand out from the crowd and help build credibility with their customers. 

Your ad will have a longer shelf life. 

A successful national magazine brand can have an average readership of around 4 or 5 per copy. For magazines that have a long shelf life, this could extend even more, especially if those magazines appear in waiting rooms. Many readers also spend a long time with each magazine, carefully examining it or paging back through it even after the initial reading. Readers frequently spend much more time reading magazines than newspapers--and unlike newspapers, consumers often browse through magazines months after publication.

This gives your ad a longer shelf life than many other types of media. When you advertise with a magazine, consumers will see your ad again and again as they page through it--and all without any further effort on your part. 

There are 4 things you need to know before you purchase magazine ad space.

Before you purchase ad space in a magazine, there are five key factors you need to consider.

1. Circulation

How many copies of the magazine are distributed per issue? Does it have a wide circulation, or a relatively narrow, niche market? Working with a magazine with a niche market can work well if you have a target audience that fits within that specific demographic, but it may not work as well for you if you're trying to reach a wide audience. 

2. Demographics

Who does the magazine target? Who's reading it? Knowing the magazine's target demographic can help you fit your ads to a magazine that reaches your target audience. While Better Homes and Gardens focuses on reaching women around or over the age of 51, Parents focuses on reaching a younger audience, specifically parents with young children who tend to be in a younger age range. 

3. Publication Schedule

How often does the magazine go out? How often do you want people to see your ad? The more often a magazine gets published, the sooner the original issue will get tossed to the side in favor of a new one, which means your ad might not have as long a shelf life. On the other hand, frequent publication can allow you to create a wider range of unique ads that fit with the changing seasons. 

4. Special Sections or Themes

As the seasons change, magazines change along with them. Around the holidays, many magazines change dramatically to reflect the changing interests of their demographics. Others may offer special issues designed to target specific events in their industries. Consider how you want to fit your ads into those themes. A special holiday ad? A spotlight on specific products? Ads that fit into the theme of the magazine can help encourage consumer interest. 

Magazines are going omnichannel.

Magazines are no longer just for print. Many magazines also have digital forms, use social and mobile content as a critical part of their strategy, and even include content on TV or on streaming and OTT platforms. Your magazine advertising efforts can combine with all of these elements. 

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For example, you might appear alongside the magazine on a lifestyle show or have the magazine focus on your brand in its social media offerings. National brands are providing advertisers with integrated marketing solutions, which can help expand your reach and increase the overall success of your campaign. 

Advertising in a magazine has the potential to help your local brand substantially improve brand recognition and awareness. Consumers naturally have a deeper trust in print media than they do in digital marketing. When you connect with a reputable brand, especially as part of an integrated advertising plan, it can improve your ROI and help you reach a wider potential audience in a more impactful way.

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