When placing a print ad in a magazine, newspaper, or trade journal, placement can be a major factor in determining the response rate. The best ad, with the best product, at the best price, can’t draw as well if it can’t be found or seen easily. Publishers will rarely guarantee a specific placement unless you’re buying the front or back cover or are a regular big-bucks customer. However, you may be able to get an appropriate placement if your ad is big enough or runs long enough. Some things you might request are:
- Placement in the first 10 to 15 pages. This area generally draws better response than later in a publication, but you’ll need a larger ad to even be considered for this location.
- Placement as the only ad on a page with an article. If it’s a great article, you’ll get a lot of exposure. Better yet, if the article pertains to your business, you’ll hit the jackpot!
- Placement of your ad on a right-hand page. More people tend to look at this side. Your ad even has a better chance of being seen when people are flipping through if it’s on a right-hand page.
- Placement that is not on the same two-page spread as a competitor or a similar product. You will want to be several pages away from a competitor’s ad, especially if the competitor’s ad is larger than yours. Make this a serious issue when discussing your ad with the publisher’s ad department.
Full-page ads can be way over a small business’s budget, so consider half-page or quarter-page ads if you can get desirable placement. Many half-page ads will draw attention almost as well as full-page ads at a far reduced cost.
Always request a sample of the publication ASAP so you can check the location of your ad and check for any errors in printing. If the publisher makes the error, they will usually run the ad again at no charge. If there’s a mistake in your contact information, for example, the ad is really useless.