Know-How Exchange : Advertising/PR

The medium (and the size of the ad) are not nearly as important as the copy and the message/offer. It's like worrying about the envelope that's going to carry your very important letter. What will get people to notice and react is what the letter says, not how large, or what color, the envelope is.

You need to identify your prime target audience -- as specifically as you can -- and then craft a message that will appeal to the needs of that audience. Once you've done that, and you're convinced it's as good as it can be, then you decide how/when to reach the target audience with your message.

If People magazine delivers your target audience in an environment that you think will be conducive to your message, and the cost-per-thousand is attractive, then of course People is where you should be. And if the copy is really compelling, then 1/3 page may do the job.

Of course, if the copy isn't great, even a two-page spread in People won't save it.

Spend your time and attention getting the message right for your target audience. That's where the payoff is. And remember that the narrower the target audience, the more effective the advertising is likely to be. The key is focusing on that narrow audience so you get a very high response rate. If you do a really good job of creating that focus, People magazine may not be your most cost efficient medium. It delivers a very broad target audience, and you're going to pay for it even if it isn't as precise as you'd like to be.

Basic sales statistics: Your ad must be seen 7 times before it's noticed.

That said, a great ad will get noticed the first time so Mr. goodman is correct.

Michael