What percentage of my marketing budget should be devoted to print media?
The answer to this question really depends on the demographics of your target audience and the specific objectives of your campaign, and can range from 15-40%. During the discovery and planning phase of our process, we’ll help you determine what the right percentage is for your specific situation.
What is the minimum I can invest to test print Advertising?
As with the previous question, this answer will vary depending on your objectives. However, to test your offer in a national print advertising campaign, Integral Media recommends a budget of no less than $20,000.
Why does the process take so long?
Due to the way magazines are printed and the way ad space is sold, the process of advertising in print media can sometimes seem laborious and frustrating, especially to those accustomed to online advertising that can be turned on or off with the click of a mouse. However, while the process of purchasing ads takes longer, once published print ads have a very long shelf life and can yield a lower cost to acquire new customers.
How do magazines determine where my ad appears?
Magazine advertising space is bought and sold like real estate, with the “prime locations” like the back or inside cover costing upwards of $100,000 depending on the publication. Smaller ads on inside pages, of course, cost a tiny fraction of that amount. The key is to find the placement that is affordable but still delivers results…which is where our 25 years of experience buying magazine media comes in.
How are the rate structures determined?
Rates for magazine advertising are somewhat analogous to airline ticket prices. Two passengers on the same flight sitting next to each other often pay different amounts for their ticket based on when they bought it, who they bought it from, and many other factors. When it comes to magazine advertising, the rates published by magazines are the highest any particular ad space will sell for. Thanks to Integral Media’s long-standing relationships with the magazines we work with, we are able to negotiate rates up to 80% off those published by the magazines.
Why do I need to submit my ad creative in order to get confirmed rates?
We would love to be able to give you confirmed rates earlier in the process, but the fact is that magazines simply will not lock in your rate until the ad creative has been submitted. Prior to that point, we can only give you estimated ranges, because that is all the information the magazines will provide us.
Why would I want to use a media buying service instead of just working directly with publications?
When you work with a media buying service, you will almost always be able to get a better rate for any given ad space in a publication than buying the ad space directly from the publication. In the case of Integral Media, in addition to getting you prices that are up to 80% off the published rates, we can also help you strategically plan your media buys to dramatically improve your ROI.