By Elliot Gluskin

October 14, 2005

Where and why should I spend on media?

Feeling pretty satisfied from the last two meetings in the conference room, everyone is now sitting around the table wondering how to spend the advertising budget in 2005. Which media is best? Which media will deliver the most potential customers? Which media is most cost effective in hitting the target audience? The CEO again looks to the marketing guy/gal (feeling pretty confident based on the last two meetings) and asks the ultimate question: "Where and why should I spend on media?"

Well, marketing is one thing but media is something else. In today's environment we're happy to see that marketing ideas and concepts still fall back on the traditional marketing practices from years ago. Media on the other hand, is continuing its whirlwind adventure into the future. Thirty years ago it was the traditional big four choices - TV, radio, newspaper, magazine - with TV a no-brainer decision, and the other three fighting for ad dollars. Today, the choices for media include cable, outdoor, the Internet, bathroom stalls, and school classrooms. The metrics for Internet advertising alone are ever evolving! Something to keep in mind is that all media forms are valid depending on what you want to accomplish.

So, what's a smart marketing director to do? Learn about media from the Professor. For each of the next four or five installments of Professor Research we will examine one form of media. The following data provided by the Magazine Publishers of America explains why magazines (the first media examined) are best for advertising. Here we go...

The Top 10 Reasons to Advertise in Magazines
Magazines...

• Provide reach - The top 25 magazines reach more adults than the top 25 prime-time TV programs.
  
  
• Target efficiently - Advertisers can hone in on the targets that fit their needs.
  
  
• Sell - Multiple studies have demonstrated that allocating more money to magazines in the media mix improves marketing and advertising ROI.
  
  
• Provide rich experiences - Readers experience magazines in meaningful ways, including: I get value for my time and money, it's my personal time out, and it makes me smarter.
  
  
• Enhance advertising impact - Strong consumer experiences with magazines boost magazine advertising impact.
  
  
• Ads last - Consumers refer to magazines multiple times, giving advertisers the opportunity for added exposures.
  
  
• Supply credibility - Consumers trust and believe magazine advertising more than advertising in other media.
  
  
• Offer choice - Advertisers can choose from a wide range of titles, environments and "customizable" solutions that best suit advertisers' needs.
  
  
• Creative connects - Magazine ads make people react - and connect with advertisers' brands.
  

Should you need any more information on the strengths of magazines versus other media, you can wait for the next issue of "Professor Research" or contact the Professor directly with your questions.