How to Buy Print Advertising

Print advertising is the promotion of your product or service in magazines, newspapers or newsletters. Many advertisers consider print advertising less invasive and more effective than other forms due to its durability. People often pass magazines and newspapers to friends or keep them to flip through leisurely again. Follow the steps to learn how to buy print advertising to promote your business or product. Read on to learn more.

Instructions

1. Find publications in your target market. Look for local newspapers and magazines, and find niche publications to advertise to your target audience. You want your ads to find the people who are interested in your product or service.

2. Speak to the advertising sales staff at the publication. Discuss placement, frequency, competitors placement and the size of your ad, as well as any other concerns you may have before you buy.

3. Get a rate card. Whether dealing with newspapers or magazines, certain spots in the publication are "higher traffic" and cost more. Negotiate the rates if needed--print media are businesses too and often have the ability to customize rates for individual clients.

4. Design your ad. Do it yourself or hire a graphic artist. Many publications have in-house graphic and layout designers but you don't have to use them.

5. Start small when you buy. Commit to a small ad publishing infrequently--monthly for a newspaper or every other month for a magazine--and see how it goes. Don't spend all your money too quickly.

6. Be aware that effectiveness is difficult to measure in printed publications. Magazines and papers often change hands, people may pick them up in waiting rooms and may browse quickly. Some customers may tell you they saw your ad, but don't pull your ads just because you don't get immediate feedback.