The View From The Tree: 14 Ways to Enhance the Marketing Power of Printed Magazines
At first glance, a printed magazine seems simple — too simple to be worth discussing in an issue focused on publishing technologies. After all, a magazine is just a bunch of static pages that can’t be updated, tweeted, pinned, interstitialed, linked, liked, clicked, popped up, dissolved, cookied, tracked, hacked, or search-engine optimized.
But print has its own, often subtle, possibilities — possibilities that are often overlooked by advertisers, 22-year-old ad-agency media buyers, and even publishers. There are so many ways to take print-based marketing beyond just static pages in ways that enhance print media’s strengths in engaging and influencing people.
This is not about whether print advertising is better than digital advertising. They both have their strengths and their uses. Just as we publishers have learned to move beyond standard banner ads to various custom units, we need to help advertisers envision how their print campaigns can stand out and be more engaging.
Here are 14 features of printed magazines — call them technologies if you will — that can help you sell more ads and more copies: