7 Key Benefits of Local Magazine Advertising
8th Jan 2019
7 Key Benefits of Local Magazine Advertising and why you need this to provide growth for your business
By Anthony Connolly (Print & Digital Growth Consultant)
Here at Get The Deal Lancashire we have an open and transparent business relationship with both new and existing customers. One question that tends to be used as an obstacle or barrier to why more and more businesses do not initially believe that magazines and leaflets can help their company, is the myth that ‘print is dead’
In some ways, print advertising is like a cockroach (work with me here), only not as filthy or gross-looking. But, you know, when television came onto the scene, everyone cried aloud it would be the death of print. But it wasn’t. And then the Internet arrived and the children and grandchildren also said the sky was falling and print would be crushed and killed under its weight. But it wasn’t. And it doesn’t look like anything will ever really kill print (hence our disgusting comparison to the indestructible cockroach).
I have listed out below 7 key reasons on why you should consider print advertising as part of your next marketing campaign:
1. Target a Dedicated Market
Enthusiasts are always the most dedicated consumers and the best to market to. Besides people who are passionate about certain hobbies, most people are incredibly proud and passionate about where they live. Since most humans given the choice would like to feel part of the local community, local magazines serve as an important hub where locals learn about their surroundings and events they might like to get involved in. In other words, as a local business, you will get your ad in front of a passionate crowd that is already interested in who you are and what you have to offer.
2. Nothing Beats that Tactile Experience
People interact in much more detail with local magazines. There’s just something about that tactile experience. Magazine readers really take their time and linger when reading print. They also tend to fully interact with the content, including the ads inside.
It is common to engage with the content within a magazine repeatedly, often putting down only to pick it up again to re-read articles of interest.
3. Your Ad Will Stand Out
An advert that is well designed and positioned to the right target market will provide your business with results, some take a little time to gather momentum. Mainly as they build trust with their audience. But without doubt you will not have to compete with the sea of other similar business featured online. We are not saying that online is bad, as with any form of marketing campaign you will always need the right mix of print and digital traffic.
What you tend to find with local magazine publications is that they tend not to have too many businesses who are within the same sector. This maximises the chance that the featured business is not directly in competitor fight with another business featured in the same magazine.
4. People Don’t Fear Print Ads
The Internet is full of cybercriminals who use viruses as an attempt to gain access to consumer’s private information. Because of the proliferation of these malware viruses, web surfers have become very wary of clicking on banner ads, even if those ads are enticing. But consumers have nothing to fear by reading your print ad, and this makes them more open to receiving your message.
As with age of print, trust in print has been earned.
5. A Longer Shelf Life
While digital ads come and go, print ads have staying power. A magazine left in a doctor’s office will be read by countless patients for many months, and your ad can be seen by a majority of them.
6. Brand Recognition
When you advertise in a reputable local magazine, people instantly become familiar with your company. This recognition is then reinforced when they meet you in person, either at your place of business or at a local trade show or charity event. This not only builds brand recognition but, in time, brand loyalty.
Local magazines are highly valued and respected publications that build a sense of community among local consumers. In fact, many people turn to local publications as a source of advice. Advertisers can greatly benefit from this credibility when their ads are viewed not as ads but as recommendations from a trusted source.
Here at Get The Deal Lancashire we have a passion for supporting and showcasing local businesses. The magazine was launched in 2016, when we identified an opportunity to provide an affordable print platform that would have a blended mix of editorial and advertorial mix.