Their Print Ad Revenue Is Growing. Want to Know Why?
So, what steps has PMY made down the road to recovery? Sailor sees PMY as a product book for the yacht market, rather than a magazine, so the approach is to be more thorough, covering the entire market. “Our most recent strategy involves ensuring we cover all size categories of boats 30-foot and above in every issue,” Sailor says. “So no matter what type or size of boat the consumer is considering, PMY has covered the most recent products pertinent to that category.”
Custom tailoring advertising programs to each individual client also seems to be working for Sailor and company. She says that she has definitely experienced resistance from marketers about buying print. “Marketing budgets are slim to non-existent, and everyone is trying to figure out a way to impact buyers without having to spend money in print,” she explains. “Let’s face it—it is the least tangible way to track ROI. What we are offering are fully integrated packages that include print, digital, research, events—whatever the client needs.”
By offering integrated packages, Sailor says PMY can make a strong case for print. “[W]e are going back to the fundamentals of advertising to paint a picture for how print has to be the foundation of a brand-building and/or lead-generation campaign,” she says. “We show actual examples of Google analytics searches to the PMY website by boat manufacturer brand and demonstrate how print frequency creates the buzz that drives those people to the website and other digital media programs.
“I think many marketers these days want to find the latest silver bullet to accomplish all of their marketing initiatives at the lowest cost, and it’s our job to give them reasons why print is that solution.”
Core to Sailor’s strategy remains listening to clients. “Listening and being receptive to clients’ needs will always be a win-win situation,” she says.