From Magazines to the Web: Improving Print Ad Performance
Want to engage MORE prospective customers through your print advertising?
For years, we’ve been telling our clients something that has always seemed obvious to us, but a recent compilation of studies from the Magazine Publishers of America (MPA) reconfirmed our affirmation.
VISTA (no, not the Microsoft operating system), a company that measures the effectiveness of print advertising, led one of the studies used in the MPA’s report. They examined 833 ads in seven different magazines representing six distinct magazine genres – including home, financial, fashion, men’s, travel and women’s service. The study found that ads with web addresses were up to three times as likely to drive reader’s to a web site (shocking…pause….NOT!).
The categories most successful in viewers responding to the URLs were home, women’s service and travel, where ads with URLs were at least 100% more likely to drive readers to an advertiser’s web site, if not more. The financial and men’s category didn’t see the same results, but still were 22% and 38%, respectively, more effective in converting print viewers to on-line visitors – and that’s better than nothing. Including a web address in an ad doesn’t add any additional cost to the ad, but is almost guaranteed to increase the return on investment.
Experience with our own clients shows that the more calls to action – the more potential points of engagement, the higher the response rate (engagement). So, put a track-able phone number in your ads, use a URL (preferably one unique to your ad), ask them to e-mail a specific e-mail address OR Google a phrase and create an AdWords Ad Group to “catch” your responses.
Bottom line – people are constantly connected to the web these days and go to the Internet for everything! Anything you can do to direct them to YOU on the web and not someone else works in your favor.
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