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This question has been answered, and points have been awarded.
Print Ad Placement - Front, Back Or Covers?
Posted by Anonymous on
3/15/2005 at 6:20 PM ET
I have been doing some research on the Internet to determine how effective the placement of an ad is in a magazine. I do realize that the content/graphics of the ad is the most effective way to reach a reader, but aside from this is there any hard evidence or research that states that being on the inside front cover, front half, back half etc. is more effective than another?
There are a lot of conflicting opinions on the Internet and I would like to drill down on this a lot further. I am particularly interested in the effectiveness of an inside back cover since we have taken several ads in this position recently.
Any comments would be greatly appreciated.
3/15/2005 at 6:46 PM
I once held in my hand the hard evidence published by the then, San Diego Magazine.
To the best of my memory:
Inside Page 1
Inside Front Cover
Inside Back Cover
3/15/2005 at 7:08 PM
I would agree with what Randall has to say. And of course, if you've got the money, a gatefold is always a good bet.
3/15/2005 at 10:00 PM
I think that the front cover back and the back cover and the back cover inside are a good place to advertise. They are expensive and it is for a reason that they deliver the most results.
The inside ads are only visible to people who are actually reading the magzine. but the ads placed at the above mentioned locations are visible to people who are just flipping the magazine for passing their time.
Congratulations for getting some good spots.
Sanjeev Kumar Vyas
3/15/2005 at 10:56 PM
Randall is right as far as where you want to be and what's cost effective. But the actual payout numbers for your product and your media schedule are unique, so don't run to the bank with the conclusion. You have to run the numbers for yourself.
The factors to consider are the total circulation, your brand awareness level among the target audience, the effectiveness/persuasion of your advertising, and the gross profit per sale of your product/service. The value of an inside back cover, for example, might not be worth the incremental cost for a low-margin brand with high target audience awareness, while another brand might find that the premium placement does payout for its advertising.
The general rules of thumb don't apply to most brands. They are averages and not reliable as a way to make decisions for the majority of brands and situations. You'll have to run the numbers for your product, and for the specific publications you're using. And you'll need to have some way to estimate the persuasiveness of your copy. Otherwise you're likely to make the wrong decision when considering your media placement options.
3/16/2005 at 12:24 AM
mgoodman makes a very good point. The addition I would make is that it also depends on what your creative demands. If your ad HAS to be in color to be effective, by the time you pay the up charges for color on an inside ad, a cover spot may not be that much more expensive. I have designed ads that work best amongst the editorial and I have designed ads that will only work in cover positions. So as mgoodman said, it depends on the demands of your product or service AND the demands of your creative material.
3/16/2005 at 1:54 AM
Randall and Marlene seem to have the definitions.
Getting into the right magazine for your target segment is more important than placement.
Speaking to them in their terms (i.e. good creative execution) is critical.
Hope this helps.
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