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| 6/21/2002 | | | How to optimize your magazine ad investment in a recession | |
| Advertising inserts pay big dividends
(By David Phillips)
| | | | It is amazing that most advertising agencies don't present their clients with the smart alternative to traditional magazine advertising, the tried and true pre-printed insert. The advantages of investing magazine advertising dollars in pre-printed inserts are many, the first of which is placement cost. Because an insert is not printed by the magazine, they typically will place it a rate that is about half of what they charge to place a full page, four color ad, already saving 50% up front.
In addition, an advertising insert that is bound into a magazine (Printed on 80 to 100 lb. cover stock) has consistently been proven to be at least 50% more effective in attracting readers' attention than a regular ad (Printed on a magazine's stock). That's 50% less on placement costs and 50% more readership, which if your math is a little rusty, multiplies (not adds) out to 125%.
Another way that inserts pay off is in measurability. The U.S. post office will allow a perforated postcard printed on heavier, high quality paper to be sent through the mail. A direct response card can be included that provides a tool to measure the actual effectiveness of the ad, as well as a means to build your own database of likely customers. Not only can an ad insert ad be directly measured, the higher quality paper allows for sharper resolution photography that can better depict the texture and quality of the product. The heavier, high quality paper also has a noticeably different feel to it which, again, makes the reader stop and take notice as it stands out from the scores of other advertisements in the magazine. All of these reasons make the ad insert an advertising option that makes sense as well as dollars. Instead of placing an ad, MZInc. recommends a 1-page (2 sides) or 2-page (4 sides) ad insert. We will print and supply magazines with a pre-printed piece.
MZINC. BRINGS TOTAL VALUE TO PRE-PRINTED AD INSERTS; HERE’S WHY:
A) SAVINGS - 4-Colored ads billed by a magazine as Black & White (50% less)
B) POSITIONING IN THE MAGAZINE -In some cases, preprinted advertising inserts are less costly than a 1 page black and white ad, and you can get two 4-colored pages, which usually receive an "up-front" position in the magazine.
C) It is easier to reach regionally targeted audiences for less money, only placing inserts in the media that are circulating in a specific geographic area.
D) Magazines automatically "fall" open to a preprinted ad because it is printed on heavier paper.
E) Direct response card feedback allows for the measurement of media objectives and more accurate planning and adjustment.
F) A preprinted insert is actually "felt" by the reader's fingers to be different from other pages in the magazine and it will trigger a response for them to look closer.
G) Colors are clearer, sharper and brighter on a preprinted piece because the quality of paper is much better and is printed on a skeet-led press at slower speeds.
H) Better Photographs- you can capture the detail of the shot by using a high quality sheet of paper.
I) When a return response postcard is included in the preprinted insert, you will have an immediate feel for the impact of your ad because customers will return the card to you.
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