That is a good question and I do believe that one of these is a better alternative than the other.
Scenario #1
You have a choice between, let's say, advertising your Bicycle Company in a major sports publication where even an 1/6 of a page advertisement with picture is, say, $2,000 or more depending on magazine circulation numbers.
OR
Utilizing Online CPM (Cost per impression) services from Google Ad words or Yahoo! Search Marketing
This particular magazine requires you commit to a 3 month run which means you are obligated to $6,000 before you ever know IF such a run will yield desired results even though you have top marketing data that says it will.
Magazine Ad Overview
-Upfront costs high
-Long term commitment required even IF results are poor
-Magazine buyer, no matter how well researched, will spend an average of 7.3 seconds glancing at your ad then move on
-Even if interested, they must take a few more steps for further action to be taken. Interest lost in the Interim.
-Services not directly linked to magazine ad for ease of using your product or service.
-No real time statistics available for tracking ad performance based on ad distribution.
-Even those not specifically looking for what you are selling will see your ad. This diminished any company's ROI.
Online Ad Serving
- LOW upfront costs
- Ads for products and services can be changed immediately depending on response.
-Highly targeted niche markets more easily penetrated based on keywords
-Real-Time ad statistics readily available for better decision making based on Ad Distribution (Service)
-Casual viewers weeded out as keywords serve ads to only those who are looking for what you are selling.
Of course much can be added to the above. I guess readers know which way I am leaning :) As someone who helped launch a Brand called Banneker Watches (bannekerwatches.com and banneker jewelry.com) 5 1/2 years ago, I only wish we had known then, and had the Online resources available that are available today!
My personal opinion having participated in a Brand Launch is spend as little as possible on Print Magazine spreads IF your target market is in the age range of 18-30. After all, ask one of them if they even have a magazine subscription.....You will be surprised by the results as was I!!!!!
06 October, 2009
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