The advantages and disadvantages of magazine advertising

If you’re involved in marketing, communications, or events in any capacity, the chances are that at some point in time, you’ve answered the phone to a super-enthusiastic salesperson selling magazine advertising.

It can sometimes be tricky to work out what’s a good deal, and what isn’t – particularly if you’re new to marketing or if marketing tasks form a very small part of your role (we know what it’s like to wear several hats if you’re employed in a small-medium enterprise!).

The benefits of magazine advertising

On the face of it, magazine advertising is appealing. It’s always nice to see your brand’s name in print and to have a physical, tactile copy of a publication to show staff or clients. The longevity of an advert in a magazine also often outlasts that of a digital ad – you never quite know when someone will idly pick up a copy of a magazine and browse through it. It could be months after publishing, but with a digital ad, there is usually a defined start and end point to its use.

Many industry publications also have a niche target audience, so advertising in a magazine can increase brand awareness within a very defined market.

Plus, you’ve also got pretty much unlimited scope when it comes to design. So long as your advert can be scaled to fit the space you’ve purchased and doesn’t break any advertising laws, you can let your creativity go wild and create a design that is as bright and bold as you wish.

And, while it’s a bit of an unspoken rule, there is a chance that if you take out an advertisement in a publication, they will look more favourably upon you regarding future editorial or feature opportunities.

Disadvantages of magazine advertising

However, there are also cons to magazine advertising, which should be carefully considered if a seemingly too-good-to-be-true offer tempts you:

• It is often costly, and the price is rising all the time.
• It can be very difficult to track any return on your investment.
• There’s no guarantee that anyone will see your ad – they could flick past it in the hunt for editorial content.
• Some publications (particularly in the public sector) will be sent to thousands of people across hundreds of organisations, many of whom would never be a potential customer.

Is it worth advertising in magazines?

We know this can sometimes be an irritating answer, but the truthful response to this question is that it depends.

It depends on what you’re looking to achieve from this advertisement, your business goals, what other marketing you’re doing, and, crucially, what budget you have.

Magazine advertising really comes into its own at events like major exhibitions and tradeshows, where the in-house publications – often known as ‘show dailies’ – are pivotal in letting visitors know who you are, what you do, and where they can find you on the show floor. So, if you want to maximise your presence at an upcoming event, then magazine advertising should be a consideration.

But outside of events, magazine advertising is really only “worth it” if it is used alongside various tactics (such as PR and digital advertising) as part of a broader campaign. It shouldn’t ever be used in isolation.

If you do decide that you’d like to advertise in a magazine, we’d always advise asking the salesperson what options they offer for informational features. Do they have sponsored content or advertorial packages where your ad can be placed alongside more detailed, educational insights about your business and product/service?

How can Defence Media support your advertorial opportunities?

What are the alternatives?

While magazine advertising has its place, we’d always suggest that you explore alternatives and how your budget could be spent on targeted, nuanced marketing campaigns designed to align with your organisation’s objectives.

For the cost of placing an advert in a magazine – which realistically is unlikely to be less than four figures – you could:

• Write and send informational editorial content, which can be published for free (known as ‘earned media’) in the publication’s print or online editions.
• Run a targeted online advertising campaign, which would provide you with measurable analytics and data so you can track your return on investment.
• Invite journalists or editors to your place of work to show them your products and services so they can write about them.
• Create a branded business newsletter to send to prospective customers (adhering to GDPR, of course!).

In fact, you can create a range of impactful and successful marketing campaigns for similar investment levels that a print ad would require.

Conclusion

Truthfully, it can be very easy to waste a lot of money if you advertise in a magazine, and it’s always best to take advice before you sign on the dotted line.

As an organisation founded by former journalists, Defence Media has in-depth knowledge of the commercial side of publishing, so we can advise you on how to integrate magazine advertising into your marketing mix, and when it might be best to steer clear!