Their Print Ad Revenue Is Growing. Want to Know Why?
So what does DeLuca say isn’t effective? “Well, I hope the presidential candidates are reading this: We have found that negative selling does not work. Clients want us to focus on our benefits, not what’s wrong with someone else,” he says.
“I often get calls from people saying that so many of our so-called competitors ‘trash talk’ us that makes them believe that Departures must be doing something right.”
AARP The Magazine
AARP The Magazine enjoyed revenue growth of 12.9 percent and ad-page growth of 17.6 percent in 2011 compared to the year before, according to Shelagh Miller, vice president of Advertising Media Sales for AARP The Magazine. While proud of this double-digit growth, Miller attributes the success of AARP The Magazine to evolution. No, not the Darwin type so much, but the kind that grows with its readership. “We attribute our growth to our strong selling, strong marketing and strong editorial platforms that speak directly to the distinct life stages of our members,” Miller says. “AARP supports over 35 million members through major milestones and life shifts.”
AARP has the additional responsibility of serving a very specific demographic. “AARP The Magazine is the only lifestyle publication edited for and about [aged] 50-plus Americans,” explains Miller. “The magazine has three editorial versions (50-59, 60-69, and 70+) that speak directly to the mind set and life stage of each demographic. [It] is written for Americans over 50 who are seeking to enhance their quality of life as they age. Strong service journalism, compelling story-telling, first-person essays and celebrity profiles are presented in a warm, vibrant and inviting format that encourages the reader to reflect, engage and enjoy. This editorial approach creates relevance and engagement, and is a core part of our sales strategy.”
To put it into action, AARP The Magazine has never strayed from its audience of boomers and beyond, but now offer targeted advertising via flexible demographic options. “We are providing over 80 ways to reach today’s most powerful consumer segment,” says Miller. “Product selections, creative approach and messaging may be altered to maximize impact. We are offering advertising solutions tailored to our advertisers’ ROI requirements.”