Press advertising is an effective way of promoting your business - but only if you go about it the right way. If not, it can be a very rapid way of throwing money away!
Here are 3 tips on how to choose where to advertise.
One essential part of any press advertising campaign is selecting the 'correct' publications. This means advertising only in those newspapers and magazines that your potential customers actually read. Note the word 'read'!
With so many free give-away publications that depend purely on advertising for their income, many people simply put them in the recycling bin. So you can't rely on a publication's quoted circulation or even readership profile to select good media.
In many cases, you can narrow down the choice of publications by the market sectors that they claim to serve. You can often find directories of media in your local Reference Library. For the UK, "Willings Press Guide" and "British Rates and Data" ('BRAD') are useful classified directories. You will, no doubt, have a list of target publications from your own knowledge of your industry.
So, armed with this short list, and assuming you are working on a tight budget (who isn't?), here are a few tips to try to select the most effective media: |
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