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.    

QR codes are the “Golden Gate Bridge” for many markets’ offline to online delivery.  First used to track vehicle parts in the automobile industry, they have gained popularity in the design industry due to its fast readability and data storage capacity.  While we have come a long way from the two-dimensional barcode’s birth in 1994, many to adopt the QR craze are not well versed in the best practices.  There isn’t a hidden secret to being a QR marketing expert but these 4 common mistakes can save your from being a QR marketing EPIC FAIL.

1.     Test the Code
Seems easy enough…common sense right? Don’t assume testing from the computer monitor works! (Guilty!)  The ‘square dots’ of the QR code’s design is arranged according to the data encoded.  What does that mean for you?  Longer URL or excessive vCard details equals more ‘square dots’, so printing it too small could cause scanning problems.  Equally, printing too big could make you look like a QR newbie! For a quick fix, use bit.ly, ow.ly or goo.gl to shorten your URL and eliminate QR mishaps.

2.     Too Fancy
Let’s not forget you are designing for print medium.  Things to consider: Is there enough contrast with the background?   Will the gloss coating make it hard to scan?  Many QR generators give the ability to design your QR code with logos or text, but know that the “wow” factor doesn’t represent functionality. 

3.     Linking Non-Mobile Pages
The consumer is scanning the QR code with their cell phone; to send them to a non-mobile website would be frustrating! Don’t put a bad taste in their mouth. Avoid redundancy, DO NOT place your savvy QR code on your advertisement only to link them to a digital copy of your flyer. Come on, really? Fail.

Which leads me to my final common mistake to avoid.

4.     Offer the Goods
Make it worth taking their phone out of their pocket, opening the app, and scanning your QR jewel.  Add value to the code by rendering a reward; such as, rich media videos, free swag aka ‘the goods’, special offers, or secret information.  Compelling QR campaigns need an enticing call-to-action clearly printed next to the code that delivers a cool experience.  Think like your target audience!  Would you pull your phone out for your campaign or would feel like it was a waste of time?