While it may seem as though many companies are migrating their advertising dollars to digital channels, this couldn’t be further from the truth. Many businesses still use print magazines to connect with consumers in the offline world. In addition, many successful companies use print magazines as part of their marketing strategy.
The reality is that the advertising choices in local magazines allow the business to target a local audience that fits the demographic requirements suited to their product and services. In addition, they get to do it directly in a physical and tactile way. Here are 5 reasons why print advertising, direct-mail advertising, and local magazine advertising are essential in your marketing toolbox.
Local Magazines are Distributed to a Targeted Market
Most local magazines are delivered to a specific demographic of people. The distribution is often based on location, occupation, income level, and other demographic metrics. Ads placed in a magazine with excellent targeting ensure that the right people see the ad. Local magazines are an essential link where locals may learn about their community, receive news, and get updates on events. As a local business, you will be able to target your advertising towards people who are already interested in who you are and what you have to offer.
Local Magazines are a Physical Experience
People interact directly and physically with printed magazines. In addition, most local magazines are delivered directly to people’s homes and have robust brand recognition. People are accustomed to seeing the magazine in their homes and rely on them to access local information. Magazine readers take their time and linger when reading print, enjoying the tactile experience of the magazine. They also fully interact with the content, including the ads inside.
Local People Trust Local Print Ads
Print ads appear in local magazines, and in the case of direct mail, they can appear in our mailboxes. Consumers trust businesses that run print ads because they know that placing an ad in a physical magazine takes reasonable effort. Unlike the internet, where consumers interact primarily with a hefty dose of skepticism, seeing a print ad provides a sense of reliability for the reader. And as a small business, if you are running print ads and digital ads, you are getting double reinforcement of your legitimacy.
Print Ads last longer
Online digital ads come and go; print ads are always present. A magazine left in a medical office will be read, reread, and perused by countless patients for many months, and a majority can see your ad of them. And the people that are reading your ad are local to you most of the time.
Credibility, Recognition, Brand loyalty
A significant benefit of advertising in reputable local magazines is that local people become familiar with your company. The longer you advertise in the magazine, the stronger and more entrenched the brand recognition. This recognition is reinforced when they see you online, visit your website or meet you in person. When they see your business materials either at your place of business or at a local trade show or charity event, you are familiar to them, and they trust and know you, building brand loyalty.
Consider advertising in a local magazine. Local magazines serve as a unifying staple and a reliable source of local information among local consumers. In addition, advertisers benefit from the credibility of a local magazine because their ads are viewed as trusted recommendations from a local publication.