Advertising in automotive magazines can still be effective if targeted to the desired demographic and incorporating current trends. Investing in longer ad runs and negotiating rates can also lead to better results.
While the Internet has replaced some traditional types of print media, including magazines, there are still publishers who continue to profit from print. Subsequently, advertising in automotive magazines can benefit an automobile company when used effectively. Recognizing your desired audience will help narrow down your potential publishing options as magazine sales professionals should disclose the scope of the publication. Also, taking full advantage of any potential savings and making an ad as long as possible could lead to better results from a print ad.
When advertising in an automotive magazine, it’s important to target the desired demographic. A publication might be designed for a particular age group or for individuals of a certain financial status. It may be ineffective to use automotive magazine advertising in a way that doesn’t take full advantage of the consumer who is supposed to be reading the publication. For example, when marketing an auto service or product aimed at the high-end buyer, select magazines that might appeal to these people with photos and information about exotic cars, for example.
Incorporating current trends, whether in business, technology or automotive, could be an effective way to approach automotive magazine advertising. For example, if gas prices are abnormally high for a season, the use of fuel efficiency in auto magazine advertising for a particular vehicle could attract attention. When alternative fuels are particularly favorable in a region, taking advantage of a vehicle’s ability to run on a renewable energy blend of fuel could also be beneficial.
Using the latest technology trends could attract additional readers. For example, if there’s a new electronic tablet on the market, somehow embedding that device, even in automotive magazine advertising, could work. It might impress a younger generation of consumers who are attracted to new technologies. For this to be effective, the advertiser would need to have some association with the technological device, such as an application or a partnership with a service provider that has an application compatible with the advertised product.
It may be cheaper to invest in car magazine advertising that continues for a month or more. If the publication runs weekly, compare the price to invest in an issue with the price of an ad that runs for a month. Even by investing a larger amount of money, the rewards could be large due to the increase in the number of copies in which the advertisement appears. Also, in tough economic times being felt in the advertising industry, a sales professional may be willing to negotiate rates that can work to the client’s advantage.
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