The Buzz Forge

bigbuzz November 19th, 2009

The new study by Dynamic Logic showing that Magazine advertising is more effective than online or TV confirms something we are aware of. Only we forget.

Why do we forget? First advertisers like the idea and glamor of Broadcast TV. It’s a puff-out-your-chest moment when you can say I’m on TV or when someone says they saw you on TV.  Second, things we know often get pushed back in our mind. New information, more immediate information is laid upon foundational knowledge and we focus on the new.

It’s great to see research restating the known from time to time because we all need to re reminded.

Why is Magazine advertising more effective than online and TV? Think about the media. TV is a mass market outlet, expensive in nature with high production costs. Commercial are viewed by the user as interruptions, time to get a drink, go to the bathroom, change channels, skip with DVR, etc. Sure TV can be target by purchasing time in specific shows but you are still not pinpoint targeting and have to deal with the audience you purchased leaving while your ad is on. And, once your ad is done it’s gone.

Online is touted as the next great thing yet few have found profit in it. Ads are more annoying than Gary Trudeau infomercials and online trust is a major issue. I just battled a virus that infected my computer. The IT Security Specialist I hired to fix me up said I probably got the virus from a very well known site. It was not their doings that infected me by hackers, a common practice.

So all of those flashing noisy banners and things that float across my screen are a pain in my rear and I ignore them all I can. And I virtually never click on them.

Magazine ads are a bit different. Magazine ads are part of the content of the publication.  Products advertised are strongly associated with the subject matter found in the mag. Motorcycle parts are found in motorcycle mags not home decor pubs. The reader purchased the magazine knowing there are ads, they are not interruptions but overwhelmingly viewed as part of the information in the publication. And, each time a reader uses the mag they are exposed to the ads, that’s frequency.

I need to make something clear…Online and TV advertising are valuable and when done correctly can drive business. We just need to remember what we know, Magazines can target and generate sales, build brand awareness and give the most effective cost per person and dollar spent.

Thanks for your time,
Jeff

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• Advertising in General , Traditional Media
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jeff August 9th, 2009

As the DOS of a major radio group my job was to maximize station revenues. My belief was that if we focused on maximizing client revenues our station revenues would be fine. One of the toughest ways to help clients increase business was to tell them they did not need or necessarily want the top rated, and most expensive, station. And getting this across to our sales people was just as difficult.

The truth is, it doesn’t matter what station or what media you advertise in. OK, that’s a blanket statement and is not 100% true but for most of the local businesses in the world, and most of the national advertisers, it doesn’t matter.

Put your money in print and if you do it well you will prosper. Put all of your budget in TV, Cable, Radio, Interactive….do them well and you will prosper. The problem comes when your advertising is not done well. And it usually is not.

It Doesn’t Matter

• Traditional Media
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