FEATURE
CUSTOMER RECRUITMENT UNDER THE SPOTLIGHT
You’ll find the numbers stack up with magazines too. In the TV listings sector, where you’ll find many off the page advertisers, the weekly circulations total over 3.5 million. TV Choice has a circulation of 1.276 million, Radio Times 712,927 and What’s on TV 1.015 million. You can target through the gardening sector, woman’s weeklies, the over 50s grey sector (Saga has a circulation of 386,000, with 93% aged over 55) and there are a whole raft of specialist publications offering niche audiences and catering for lifestyles and hobbies. You’ll be pleasantly surprised at the kind of rates your media buyer can get.
TV LISTINGS MAGAZINES CIRCULATION & READERSHIP TITLE NAME
Inside Soap Radio Times SoapLife
Total TV Guide
TV & Satellite Week TV Choice TV Now TV Times
Whats On TV TOTAL
CIRCULATION (ABC)
17
READERSHIP
Low entry cost, rapid return
Te comparatively low media space cost makes entry costs low. No postage, no print. You have creation and artwork costs and then media space. Ask an off the page agency specialist to quote. Tey will provide an idea of the rates you can expect to pay and the titles you might consider, with audience profiles and circulation and readership data. Test in a smaller circulation title. Ten there are a range of titles available to expand, to increase your number of advertisements and perhaps size of space. Te advantage then is that you can
expect your return on that investment to come in very quickly. If you run a credit account, consumers have paid you before you’ve paid the media!
Quick turn around
Unlike TV, inserts or catalogues, the production process for the press is quick. An agency will be able to turn the artwork and booking around rapidly so that you can be advertising in the national press within a couple of weeks. You can get up and running quickly and you can react to the market too.
Generate response, sales and
With a healthy circulation comes a massive consumer market, and it is a market that continue to respond. Tere is no doubt that response from the press is as good as ever. Look at the number of advertisers still using the national press and in magazines. You need to get the campaign basics
right though. Your offer needs to draw consumers in, not just to generate interest but to close the sale. You need to be placing the campaign at the right time of year: getting the best rates to keep
continues overleaf > Direct Commerce |
www.directcommercemagazine.com
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