This post continues my series on modern advertising methods. If you missed the first three posts, you can access the first one through the link below. Each then links to the next.

Modern Advertising Methods 1: Introduction

Today’s post covers publication advertising as a modern advertising method. By publication advertising, I’m not referring to mass media, but publications like programs, books, and professional organization publications.

Modern Advertising Methods – Books

I’m seeing more and more books carrying ads. If a book is relevant to your product, it can reach your target market effectively.

But results from book advertising spread over a long time. You have to purchase your advertising before the book is printed, and it may be sold across years. So advertising in books isn’t as immediate or direct as the other two types of publications in this post.

Furthermore, you can’t be sure how many of the books will be sold. Just because the publisher prints 5000 copies, doesn’t mean that all those copies will reach your target market. So pricing by the number printed can be deceptive.

You’d be better off to get the publisher to charge you for the advertising on a monthly or quarterly basis, depending on how many books are sold during that time. Of course, the publisher will require a contract to assure that you do pay.

Modern Advertising Methods – Programs

Nearly all events utilize programs from local football teams to national conventions. The price varies by the amount of people expected to attend the event. If the event targets your market well, an advertisement in the event program can provide a good and immediate return on your advertising investment.

Some programs provide a more immediate response than others. For example, most football programs are printed and used throughout the season with only the inside pages changing for each game. So your ad will be seen by people attending all home games and will get responses throughout the season. On the other hand, programs for national conventions will provide all responses in a matter of days.

You must make you advertising offer confirm with the time that your ad will be seen. For instance, you wouldn’t want to advertise a sale in a football program, but you could use a coupon for a percentage off that you would honor throughout the season.

Programs also enable you to narrowly target a market. For example, people attending the football game like football, support the home school, and live in the school’s service area. Those attending the national convention share the professional or personal interest that brought them to the convention, and will be in the convention town for only a few days.

In addition to programs enabling you to target a market, most also provide support to the organization that produces the program. So you can also earn some good will with the organization’s supporters and fans.

Modern Advertising Methods – Professional Journals

Professional organizations publish publications, including brochures, newsletters, and magazines. If you are targeting people in a certain profession, advertising in these can effectively reach your target market and make you valuable contacts within the organization.

Professional journals often provide more value than other media to reach the target market. That’s because the organization’s members pay most printing and distribution costs as part of their dues.

Modern Advertising Methods - Publications Conclusion

Many business owners never think of advertising in publications unless they are approached by a salesperson. But publications often offer good value, effectively reach your target market, and build goodwill.

Although they don’t all meet the criteria for direct marketing, they are worth considering as modern advertising methods.

To access the next post in this series, click the link below:

Modern Advertising Methods 5: Television Advertising

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Posted 9-8-08: Modern Advertising Methods 4: Publications

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