Although it is the 21st century (and we all know how technology has taken over the world), in reality, print advertising still plays a major role in building awareness. Magazine advertising especially, helps create high credibility and recognition for your brand. By presenting ads on high quality glossy pages, it greatly enhances a brand’s image.
When you advertise in a reputable local magazine, its readers will instantly be familiarised with your brand. Reason being, magazine ads have a longer shelf life compared to newspaper ads AND digital ads. Newspapers are printed daily, while digital ads come and go. Magazines are generally circulated on a monthly basis, which means it will be kept and read multiple times within a month, having more staying power.
The magazine industry, even in hard copy, are still thriving. While it definitely can be very effective, buying ad space in a local magazine can be tricky, as there are a lot of factors involved that affect the advertising rates. Here are 6 for you to take into consideration:
This is one of the biggest factors that will affect magazines’ advertising prices. Ads are usually sold as fractions of a page, for example full page, half page, double page spread, 1 column, 2 columns, etc. The larger the ad size, the higher the cost.
Here’s a fact that ALL advertisers should understand — magazines will charge less per ad if you’re committed to running your ad in more than just one issue. It’s similar to the bulk buy concept. So, in obvious terms, your ad campaign will cost less per issue, and you’ll get higher ROI if you advertise in five issues compared to just one.
I think we are all aware that colour printing costs more than the standard black and white. But it goes without saying colours have a way to make the visuals pop, and automatically draw attention to the readers’ eyes. It will be worth every penny!
Where your ad is placed within a magazine plays a major role in affecting the price. The more visibility your ad has, the more it will cost. Positions such as inside front cover, inside back cover, outside back cover, facing content, facing masthead, etc are prime locations and will definitely cost more than the standard run-of-page (ROP) placements (meaning it is up to the magazine to place your ad anywhere in the publication, as opposed to you choosing the locations).
5. Regional rates
Some local magazines have nationwide and regional editions (e.g. Southern Peninsular Malaysia, Northern Peninsular Malaysia, and East Malaysia). Running your ad in a regional edition can affect the price you’ll have to pay. This is because regional editions may have lower circulation compared to nationwide editions.
In the case of small local businesses, there is no need to advertise in nationwide magazine editions. They’ll have the advantage of still reaching their target market via regional editions, but at lower prices.
6. Creative buys
Other than standard magazine ads, there are other advertising options within a magazine, called ‘creative buys’. These can be advertorials, jacket wraps, co-running a contest with the magazine, attaching samples (e.g. perfume peel-outs, small satchets attached to pages, etc), and special effects (e.g. spot colours, 2-D fold-outs, etc). All these options will undoubtedly make a brand stand out and achieve higher memorability, but it also comes with a heftier price tag.
P.S. If you feel overwhelmed by all these factors affecting local magazines’ advertising prices, AdEasy is here to help!
You can always consult us for FREE by contacting us at hello@AdEasy.co or call us at +603.6211.3075.