Let’s think creative real estate…not the housing market, but techniques to get your printed publication to be more than static pages! Advertisers are fishing for engaging ways to reach their market. They haven’t stopped biting, just spending more strategically. That is why it is important to deliver new technologies to increase your publication’s marketing power. No, this is not an article on print vs. digital. Both are equally important and have their uses. The game plan is to provide techniques, tips, and tricks to turn your magazine into an advertiser’s “honey hole.”
1. Creative Folds
Open the door of possibilities by offering the added advertising space of a gatefold cover. Research shows you have only 3 to 5 seconds to gain the reader’s attention and a cover gatefold boosts recall rates considerably higher than a traditional cover. Engaging the reader with interactivity increases ad space and provides a memorable experience. Another way to create a dynamic impact for advertisers, highlight special content in a reverse fold cover tacked with fugitive glue.
2. Get Sticky
Cover tip-ons are an economical way to customize the advertiser’s message for the target audience by drawing attention to a relevant article, particular ad inside, or announcing important subscription information. Sticky notes are best suited for these short messages and require little advertising space from the front cover. If your advertiser needs a larger message space offer an 8-page booklet insert!
3. Custom Covers
Publishers can create distinct versions for subscribers in select regions by printing custom covers. Offer your advertisers their own personal cover! Keeping the inside pages the same, digital cover versioning can be an impressive and economical upsell in runs between 25-1000.
4. Think Bigger
With a targeted circulation, you are a distribution vehicle for any advertiser after the same audience. Don’t limit that vehicle to just the inside pages, polybagging enables publishers to include special promotions with their magazines like brochures or product samples. Think about larger opportunities to add targeted content, like a new drug promotion, to copies delivered to waiting rooms or doctor offices.