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Magazine advertising sales are affected by the economic climate, circulation, and willingness to bundle print and online advertising. Niche publications may have an advantage, and some advertisers prefer audited circulation. Bundling print and online advertising can increase sales, while easy access to rates and policies can attract younger entrepreneurs.
Factors that affect magazine advertising sales include the economic climate, the circulation of a particular magazine, and the willingness of magazine publishers to bundle print magazine advertising sales with online advertising. Other factors include the effectiveness of a publisher’s sales force, the ease with which advertisers can place orders, as well as the publisher’s pricing structure. Getting publicity for print magazines, in particular, can present challenges, as many readers make more use of online sources than are available in print.
In many cases, the drop in magazine advertising sales can be linked to economic uncertainty. Many companies respond to tough economic times by cutting their advertising and marketing budgets. This means magazine advertising sales could drop precipitously until the economy stabilizes. Magazine publishers can respond to declining ad sales by lowering their rates and offering special promotions that maximize an advertiser’s budget.
A significant concern for many advertisers is being able to target their advertising to a certain market and ensure that as many people as possible see the ad. Magazines that cater to a niche readership may have less difficulty securing ad sales if there aren’t many other magazines publishing in that genre. On the other hand, advertisers want to ensure that their ads are seen by potential customers. Advertisers often want to see evidence of a magazine’s circulation before making an advertising purchase decision. Some publications use an external audit firm to certify that their readership claims are correct, and some advertisers may have more confident advertising in publications with an audited circulation.
Magazine publishers offering online and print content can often bundle advertising services into a single package for advertisers interested in print and online advertising. These packages can significantly increase magazine advertising sales because advertisers who are suspicious of the effectiveness of print advertising may be more willing to take a risk if they know the ad will also appear online. Magazines that do not maintain a significant online presence may find it more difficult to generate magazine advertising sales without offering significant discounts or other incentives to potential customers.
Some publications work to make it easier to obtain information about their magazine advertising sales policies and may even offer opportunities to purchase advertising directly online. Media kits, which include information on pricing and advertising submission deadlines, are often made available online. Publications that offer easy access to their rates and policies may find that they can increase their magazine advertising sales with businesses operated by younger entrepreneurs who are more familiar with doing business primarily, or entirely, online.
Asset Smart.
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