Modern advertising methods do include traditional media. The modern methods just use those media differently.

What makes modern advertising methods different from traditional advertising methods is it’s direct, targeted and interactive. I discussed these differences in the prior two posts for this series. You can link to the first one below and then follow the links to complete the series.

Modern Advertising Methods 1

You can use most traditional media as direct advertising. But modern advertising methods require that you use a direct, targeted and interactive approach and smarter media buying. In this post, I’m covering two traditional print advertising media – magazine advertising and newspaper advertising.

Modern Advertising Methods
Magazine Advertising

I know of a business that made millions using magazine advertising for direct marketing. Its owner constantly ran ads in several magazines with a target market interested in loosing weight.

His ads looked like editorial copy and encouraged readers to call a telephone number for a free sample of his weight loss pills. When they did, he got their credit card information and enrolled them in a continuity program. He shipped a new bottle of pills every month and charged their credit cards monthly until they canceled their subscriptions.

This is an example of using modern advertising methods with magazine advertising. You can emulate this method for your business. It just requires advertising in magazines with readers in your target market, a continuity program, and a good advertisement that encourages immediate action.

Modern Advertising Methods
Newspaper Advertising

Newspaper advertising is loosing popularity but it’s still effective if newspaper readers are in your target market, and if you advertise to get readers to take immediate action.

Newspaper readers are older people in the WWII and Baby Boomer generations. You can learn characteristics to help market to these generations at the pages linked below:

WWII Generation

Baby Boomers

Newspaper readers are mostly homeowners, who have resided in the same community for a long time. They like the depth of information that they get from newspapers as opposed to broadcast news.

They also like local news about their community, and are often active in their communities. Many are business owners and community leaders.

If you target your advertising to newspaper readers and make an offer that requires a quick response, you’ll find newspaper advertising effective. You can do this with inexpensive classified advertising or more expensive display advertising.

Of course you need to know the basics of newspaper advertising. Many newspaper advertising sales people will help you with copywriting and design, especially if you commit to a display campaign instead of a one-time ad.

Some newspaper sales people know more than others. So pick a sales person that knows the community, has been at the newspaper long enough to know what advertising works best in the newspaper, and understands what you are trying to accomplish with your modern advertising methods.

The next post is this series covers using publications as modern advertising methods. You can access it though the link below:

Modern Advertising Methods 4: Publications

If you want to advertise in ezine, check out Charlie Page’s Ezine Advertising Live. It’ll help you discover the secrets of ezine advertising through 16 hours of real world how-to-do-it training, includeing finding the right ezines, writing killer solo ads and more. Charlie also offers a Directory of Ezines.

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Posted 9-5-08:
Modern Advertising Methods 3:
Magazine & Newspaper Advertising

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