Giving Your Advertisers More For Less
Advertisers demand more from their newspapers and magazines
In addition to growing pressures on the purse strings for businesses and buyers, we all hear that consumer markets are becoming more discerning. Fussy. It is not enough anymore for your newspaper or magazine advertisers to simply tell the market that they have the best product, the biggest ad or the best customer sales service. Retail customers can now compare product/service prices and guarantees with ten of your advertisers competitors in less than a minute. Indeed, many dont even care about customer service, they just order online from the lounge room and the product arrives the next day.
So your customers need to move with their customers. As your customers customers become more discerning, so too your customers demand more from you. We are all encountering more and more advertisers who demand ?advertorial with their ad, who want rates cheaper than two years earlier, upgraded ad-sizes, better position and so on.
The problem is that all this reduces your margins and the overall quality of your newspaper or magazine, pushing it to the brochure/catalogue end of the market. Readers find themselves filtering through a bunch of crap as they hunt snippets of worthy journalism. The more effort a reader expends in this process, the less likely he/she is to return to your publication.
Of course the even more obvious cost, besides reputation, is bottom line you are doing more for less!
Perhaps the fastest growing strategy to address this commoditisation has been Content Marketing, generating positive opinion about brands or products via informative and trustworthy articles, images, forums, blogs, comments and more, throwing it out there and letting the community discuss and decide.
Instead of machine-gun spraying the doped masses with big-budget ad campaigns, content marketing sews seeds in niche markets or locales, attending to targeted patches that flower into conversations and positive references that lead to increased business for your advertisers. The value of a brand inserted into conversation around the dinner table has never been higher. Nor has the opportunity to make that happen for your advertisers.
Thankfully, your best new tool in the shed that brings all this together will also be one of your cheapest! The internet allows you to deliver so much more for less. Combining print now with online publishing actually makes it easier for you to accommodate this trend and better serve your advertisers in their own battles. Via your professional newspaper or magazine website, your advertisers have so many more ways to engage their customers at a fraction of previous costs.
Invite your advertisers to create blogs on your website, moderate forums, submit articles for your weekly e-newsletters, self-manage their own business directory listings, edit text, specials, images etc whenever they wish and much more.
Smart businesses are looking to media that can facilitate these strategies. The implication of this sophisticated and growing trend in advertising for print publishers is the urgent need to get online and engage. If a print publisher does not appease the local advertisers, the only certain thing is that the competition will.
by: jcstreeservice
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