What to Look for When You Advertise In a Professional Publication

If you run your own business, you know how important it is to place your ads in the right publications. Not all publications are the same, and the more professional they are, the more you'll be able to convince your readers that your company is reliable, trustworthy, and can provide true value for a customer's money. Here are four key items to look for when choosing a professional publication: 

1. Seek out a Print Magazine

With the rise of online publishing, everyone is aware that print publishing has taken its hits. But at the same time, quality publications are proving to be longstanding sources of advertising with numerous benefits. For instance, studies show that readers trust the ads in print magazines more. So when you publish in a print magazine, you're adding credibility to the products or services you're advertising. On the other hand, these studies also demonstrate that all those annoying popup ads in online articles can be much less credible -- and less effective.

Not only do online articles hold the reader's attention for as little as seconds, the reader has the option to block those popup ads and may not see your advertisement at all.  

2. Select a Magazine With a Reputable Following

Seek out a print magazine with a loyal following of higher-end readers. To reach a broader audience and increase your brand awareness, you'll want to choose a magazine with a customer list that includes both private individuals and established professionals who are willing and able to invest in higher-end publications that they wish to display in their homes and offices.

3. Look for Publications Made of Superior Materials

Higher-end magazines are made of quality paper, have superb photography, and provide well-crafted stories. That's because these publications are meant to be showcased on a coffee table or in a waiting room for extended periods of time, And during that time, they'll be passed through countless pairs of hands and browsed by multiple pairs of eyes. In other words, both the physical qualities and the content of the publication are designed to captivate people's attention so that they will pick it up, read it, and take note of your ads. What it comes down to is this: You won't get your ads read if nobody wants to pick up the magazine you've placed them in. 

4. Define Your Target Market

Finally, familiarize yourself with the magazine's readership profiles to determine what the readers would be looking for in terms of goods and services. Then define the demographics within your chosen publication's broader readership which seeks the solutions your product or service offers. The more professional the publication, including its images, physical quality, and content, the more likely that your advertisement will reach a target audience that is willing and able to pay for the solutions you provide -- and the more likely you will increase your brand awareness.

Learn More About Advertising in a Professional Publication

Professional print magazines with quality imagery, higher-end construction, and well-crafted content still present a variety of advantages for potential advertisers. When you familiarize yourself with the demographics within a readership and construct a profile of your target readers, you'll be able to select a magazine with a following of readers that are interested in your product or service, need the solutions you offer, and have the means to pay for the goods and services they believe offer true value.  

Allison Mandell is publisher of The Good Live: South Reno, and South Reno Kids & Sports, highlighting the adventurous outdoor lifestyles of beautiful South Reno.To help your family explore all the wonders South Reno offers, or to get more information about advertising opportunities in our magazine, please contact us.