How the traditional Wallplanner can be an advertising hit for publishers

It is easy to think that everything should be digital these days, but sometimes something that feels quite old fashioned can be just what business to business advertisers need.

Our company S&A Publishing Ltd owns the magazine Care Home Management, and one of our most popular advertising products each year is the humble Wallplanner.

It is such a hit because it sits on the office wall of thousands of care home managers' offices for months on end.

They refer to it a number of times a day for hundreds of days a year. It lets them know what is happening in their care home, when key industry exhibitions are and - crucially - when their next holiday is coming up.

It is a simple advertising model that works for the publisher and for advertisers. There are 24 boxes available on ours and advertisers can book as many as they like. It is ideal for suppliers such as recruiters, training companies or care home activity suppliers, for example. The biggest advertiser is Finders International who trace heirs to estates, property and assets.

When advertisers and media agencies are looking for a medium that will get their brand in front of an audience who are not in front of a computer or on their smart phone as much as some decision makers in other industries, it can be the less fashionable solutions that work.

It is the same reason that print is not dead in many business to business sectors and why advertisers need a blended approach.

Busy care home managers will visit online advertisers and interact with print ads too, but they love a Wallplanner, even if for advertisers it might feel like stepping back in time.

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