Buying Media in the CAM Niche: Clearing the Confusion
By Chuck Mancino, MMPR
Buying print media can be confusing. It's often that whoever is the last media person you listened to is the one that sounds like they have the "best" magazine. So how can you determine which magazine is indeed the "best" place to advertise? Or, perhaps, which two or three magazines are the best choices to run advertising? And how can one figure it out? Everyone's story sounds good. How can you make the right advertising decisions? Some base it on relationships, others on where they believe they get the best "deal." Many base their decision on some combination of the above. The companies with the most successful return on investment base it on a thorough evaluation of many factors. But how can a vendor evaluate a publication's overall value?
Readership Surveys
Bottom line, what can you believe? Readership surveys? They can paint an accurate picture, but have you ever known of a publisher with a study that doesn't showcase their publication as the "most read" magazine? In order to get to the bottom of those, you need to understand what list was surveyed, was it just their readers or the whole market, what methodology was used, are they showing you all the questions and answers no matter what the outcome and is there is transparency in those areas. There are some readership surveys out there that are reliable. With that said, like most things, it's probably wise not to buy any of them at face value, but to ask questions and not assume any conclusions are valid without some thought.
Circulation Models
Talk about things that can make your eyes go crossed: Sit and listen to the circulation pitches from various magazines and you may feel like you know less of the truth than before you started. But the truth is out there - you just have to seek it. Circulation is certainly a major consideration in determining where to put your ad dollars. Ask yourself: "How many of my target readers does this publication reach?" It certainly is not the end-all factor, but it has to be in the conversation. Also, it's an ever-changing field of play: One magazine may have had a weaker circulation model in the past but has since upgraded their efforts and outcomes. It's constantly evolving - in some cases.
Beyond surveys and numbers
There is an additional critical factor in determining a publication's value: content. In other words, a magazine may be mailed to a great many (circulation) of your target audience. But what if - in between its pages - the publication doesn't offer much information that is valued by your target reader? They may receive the publication, but if they don't value its content, they won't spend much time reading it. Hence they are less likely to see your ad. At the end of the day, if a publication isn't offering content the reader finds of value, they won't be spending time reading it. So how do you know if your prospects do find a magazine's content valuable? Reader surveys again? Maybe. But we've already discussed the reader survey elements - just determining their accuracy is sometimes a challenge in itself. Sometimes, you can evaluate the value of a publication using common sense; open the magazine and ask yourself: Would my target audience find this content valuable? If you were a DC, MT, etc. would you find the articles helpful and the content desirable? How much time would you spend reading the publication if you were the target audience? Is the layout of the publication inviting and encourages readership? Or does your target reader consider a publication nothing more than a collection of ads, thus not worth spending time digesting?
Over all, there is a place for every magazine out there, or they wouldn't still be "out there." If a magazine fails to deliver, it will be gone. If you listen to any one rep, their story may sound compelling. But try to listen to everyone's "pitch" and apply some common sense, ask questions AND apply follow up questions - again - just using common sense. And lastly, forge a relationship with your contacts, as they are in position to help your cause. They are there to help and can do so if you encourage it. And, have fun! There are some great people in the media of the CAM niche!
About the Author:
Chuck Mancino specializes in advertising, marketing and PR with over 25 years of experience in magazine publishing and a decade in the CAM niche. Email cmancino@gmail.com or visit www.gommpr.com.
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