Why Advertise in Print
Print is a personal advertising medium and magazine advertising, which tends to focus on niche audiences, tends to be less invasive than other forms of advertising. The reader is able to leisurely peruse the magazine, looking at content, photos and ads.
Mums have great demands placed on their time, often resulting in them being time poor. So being able to stop and start engaging when they wish is a major reason why PakMag is so successful with this select market.
How to maximise your advertising in print
Tips for a great advert
Important things to consider before you buy any advertising in print
CAB info
How to maximise your advertising in print
In addition to the placement of an advertisement there are several more opportunities to consider such as editorial, promotional opportunities, product reviews, online exposure and events. PakMag is more than just a magazine, we like to take a holistic approach - giving consideration to your business and its advertising goals; and individually tailoring a package to suit.
Tips for a great advert
- Consider your business, what are your products and services and what is to be the focus of your ad.
- Know your target customers and what will make them respond. Consider the type of response you would like from your advertising and tailor your ad to trigger that response. Targeting customers who already have a need for a product or service will give you quicker results.
- What size ad do you need to meet your needs? Consider things such as why am I advertising, what are my expectations, what return do I need on my investment. The ultimate..... big enough to generate a response but not too big that you lose any return on investment.
- Keep it simple. Your ad should catch the eye of your target audience, be easy to read, and send the right message to achieve a positive result.
- Be creative. Add humour/quirkiness if appropriate, or just be clever with your advertisement. The inclusion of pricing and/or special offers also works well.
- Make your investment work for you! The money you invest in advertising space will be wasted if your ad is poorly designed - consider the expertise of a graphic designer. It is worth the extra cost for quality work if it means the difference between a good response and a bad response. Ask to see the designer's work and discuss copyright options before committing to the project.
Important things to consider before you buy any advertising in print
Does the medium speak directly to your target market? Consider the medium's target demographic, location and distribution.
Does the medium have a solid reputation within the marketplace?
What "value-added" opportunities are available to you?
Be clear and realistic about the outcome you expect from your advertising - short and sharp to meet an immediate and specific purpose, or a longer term branding campaign?
Don't be afraid to discuss these options with the sales rep of your chosen medium.
CAB info
CAB is an independent industry owned and governed association that audits the circulation of print publications and makes that information available to advertisers and media buyers. CAB audited data delivers a number that represents the average distribution per issue of a publication, with the audit focussing on the distribution methods used to reach readers.
HOW MANY CHIPS ARE IN YOUR PACKET!?!
Picture this. Two mums buy a packet of chips. One buys a generic brand, and the other buys a different generic brand. They look pretty much the same on the outside. Both packets say you get 200 grams of chips and both mums seem pretty happy with their purchase. Then they open their packets and one realises she only has half the amount of chips that she paid for. She feels ripped off, and rightly so. She paid the same amount of money as the other mum and didn’t get what she paid for.
Carol Morris, Executive Director of the Media Federation of Australia believes ‘there is no excuse for print publications not to be audited. In today’s climate, greater accountability is demanded by clients and their media agencies. A CAB audit demonstrates integrity and accountability to advertisers and is endorsed by the MFA.
This also happens when you buy media – you can't always be sure what you're getting unless the media company is happy to be transparent by being independently audited or researched.
The Cairns Post (and affiliates), The Townsville Bulletin (and affiliates) and PakMag are the only publications in Cairns and Townsville that are CAB audited. That means that even if PakMag has a low revenue month we will still print 10,000 copies. Non-audited publications can just print less to balance out their costs, which means you're not getting what you pay for.
What can you do about it? If you're buying advertising space in any other publication ask them to show you a printer’s invoice to prove how many copies they are printing. If they print less, you should be paying less.
Media Members are required to submit printing invoices and distribution information, along with supporting documentation to the CAB. Qualified auditors then complete a comprehensive audit of the information supplied including financial record checks and calls to recipients. This gives advertisers reliable, independently verified distribution figures, allowing them to confidently compare publications on a like-for-like basis.
CAB audited data delivers accurate circulation information that advertisers and media buyers rely on, anything less does not make good business sense.’
As an advertiser, publications that provide an independent audit give you the confidence of being delivered the distribution you pay for and maximum exposure for your advertising spend.
