Thinking about magazine advertising? Here’s what you should be asking to make sure you choose the right mag for your marketing goals.
1. How Many Copies Are Printed?
A good gauge of a magazine’s popularity is to find out how many copies are printed. This is the best way to know how many potential customers you’ll reach if your ad is inside. Don’t forget that this number is a minimum, as magazines are often shared among family and friends or left in places that are publicly accessible (eg, cafés). The standard rule is, every copy is read by three people. Our Newstyle Media lifestyle publications print 20,000 copies each edition. Did you know we print a whopping 400,000 + magazines each year?
2. How Often Is It Published?
Check to see how often the magazine comes out – is it monthly, bi-monthly, quarterly, half-yearly or annually? If your ad contains retail offers or promotions, knowing the magazine’s frequency allows you to schedule promotional activity or updates as necessary. Adelaide Hills Magazine, Barossa Living, nest. FAMILY. PARENTING. HOME. and Currant Magazine are published quarterly. Parade Magazine is published twice a year, Summersalt is an annual and WBM | Australia’s Wine Business Magazine is delivered to subscribers every two months.
3. Who Reads Your Magazines?
You want the magazine you’re advertising in to be read by the sorts of people you’d like as ideal customers. Asking about the readership lets you know if the magazine will reach those potential customers. For example, if you sell house and land packages to young families in the Barossa Valley, you may wish to advertise in the Barossa Living regional lifestyle magazine and also in a parenting magazine like nest. FAMILY. PARENTING. HOME. that is read by South Australian parents.
4. Where Can I Pick Up A Copy?
Depending on whether a magazine is free or sold, distribution can vary dramatically. Priced magazines are mainly found in newsagents and larger supermarket chains. Then of course, there are subscription magazines to consider as well. Be mindful of whether the magazine has adequate distribution to reach your target audience. Newstyle Media’s magazines are free and can be found at Foodland supermarkets in the city and suburbs. Click here for more information.
5. What Size Adverts Are Available?
Generally, sizes for most magazines include full page, half page (horizontal and vertical), quarter page (horizontal and vertical) and sometimes third, sixth and even smaller page ads. Ask your magazine rep what’s available and what will work best for your marketing goals. Download our media kit with technical specifications here.
6. Can I Choose Where My Ad Is Positioned?
The short answer is yes. However, you’ll pay a premium for certain positions within a magazine. Obviously, the more up the front of the magazine, the greater the premium. The most expensive ones tend to be the inside front cover, inside back cover and back cover, which are usually full pages. Often, you can request a spot if it’s available without making it a requirement. However, don’t underestimate the value of being in later sections if these contain content readers will spend time with.
7. How Much Does A Particular Size Advert Cost?
Tricky question, this. There are all sorts of determining factors – not just the size of the ad, but it’s position within the magazine, on the page and whether it has been booked as part of a series/schedule of ads appearing across a number of issues. Other factors might include creative treatments applied to the ad if the magazine supports some level of user interactivity. The best thing to do is discuss your needs with the magazine rep. Download our media kit with all the advertising costs here.
Note: The ad costs across all Newstyle Media publications are the same.
8. Are There Opportunities For Editorial About My Business?
Often, magazines are looking for extra content to fill spaces within the magazine and editors will look for opportunities to support advertisers when they are relevant to an article. You can also pay for promotional editorial, sometimes as part of a package deal to include editorial and advertising. Again, your rep will have all the answers. Check out our blog on How to get written about in magazines.