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Where to Position Your Ad in Print Advertising
Before buying advertising space, businesses that plan to use print media must consider the importance of ad positioning. Making the most of print ad space, such as buying premium space or choosing the right positioning, can expand your company’s overall reach and boost the effectiveness of your ad campaign. Here are some tips about positioning your ad in newspapers and magazines.
With print advertising, you get what you pay for. If you spend more to get premium positioning for your magazine or newspaper ad, you will have a better chance of reaching your target audience. Even if you are a small business owner, you can negotiate this placement as part of your contract. Places such as the back and inside covers usually require an extra fee, long-term contract, or additional premium. Right-hand pages are also more expensive, especially in larger magazines.
When most people read, their eyes travel naturally from left to right and top to bottom. When reading a magazine, the eyes generally end up towards the bottom right side of the right page before the reader turns the page. Even newspaper readers eventually draw their eyes towards the bottom right hand side of the page before they turn. This area of the page is called the “anchor” position. It is the most desirable location for many advertisers when it comes to negotiating their contract. This area may cost more, but the expense might be worth it.
Above the Fold
When advertising in print newspapers, it’s important to get your message in the area known as “above the fold.” The term comes from the notion that most newspapers are folded in half. Readers naturally focus on the top half rather than the bottom half. Above the fold is often seen as the most important part of a newspaper because it is the first place that readers will go to find out what information the newspaper has to offer. If you want your ad to be seen, placing it above the fold is the best option, which is why many advertisers will spend top dollar to place their ads in this area, instead of towards the bottom.
You might think that a magazine has only two covers, the front and the back, but the inside front and back are also valuable spaces. The most expensive and coveted position in the magazine is the back cover, followed by the two inside covers. These places are the first and last impressions a magazine reader will have, and when an ad is placed on these spaces, there is a high chance they will get great exposure.
Both magazines and newspapers are split into special sections that can be used to your advantage depending on your target audience and your message. In magazines, editorial content is divided and placed into the following sections:
- Front of the book
- Feature well
- Back of the book
Informal publications will likely cram most of the ads near the back of the magazine. The last two or three pages of these magazines are full of ads. Unfortunately, readers tend to skip over these pages completely, which is why you should aim to place your ad in the first half of the magazine. This part of the magazine may come at a premium price, but it will be worth it because readers are less likely to skim over your ad. If you can place your ad in a professional publication that targets your niche audience, your ads will be even more effective.
Editorial content in newspapers is broken up into sections such as local news, arts, business, sports, and lifestyle. Your ad should be placed in the section that applies most to your audience and your offer. Ad placement is very important to the success of your campaign and getting it right can mean the difference between a low return on investment and huge revenue gains.
Depending on your goals, you might want your ads positioned near certain articles or away from your competitors. Asking for special considerations when you are negotiating your ad space is a double-edged sword. If readers see your ad after reading a positive message about you, they might be more inspired to visit your web site, call your phone number, or visit your brick and mortar store. On the other hand, it might turn off your readers. That’s why most print publications aim to keep competitors’ ads apart from each other. Negotiating to keep your ad away from your competition will increase the chances this mistake won’t happen.
How you position your ads affect how well you can increase the impressions of your business among publication readers. Impressions occur when a reader sees or reads your ad. Buying premium or special positioning that gives you a wider space to advertise will increase the visibility of your message. If your ad takes up a full page, readers must flip through your ad and view it before they can continue reading. This interruption is a natural part of the magazine reading experience, and does wonders for your ad visibility.
How Macromark Can Help with Your Print Ad Campaign
One of the most important aspects of your ad campaign is placement and getting it right can make all the difference for you. With the assistance of our media buyers, you can make the right decisions about ad placement based on your goals and budget. We can help you find the most cost-effective and successful spaces in newspapers and magazines to help your ad stand out and connect with your readers.
At Macromark, we specialize in helping our clients create robust, effective, successful print ad campaigns. Our variety of services can be customized to suit your business goals and we have packages that can work with a range of budgets. We can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust.
Our services also include direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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