Trade Magazine Inserts, should you?

If you are a company who is or could be targeted towards one industry or market segment, you might want to consider a trade magazine insert.

In any direct marketing program, be it email, traditional mail, etc, the object is to get your message looked at and read. If you can narrow notch yourself or your message a trade magazine insert might be a good channel for you to be using.

A trade magazine is delivered to a person in that industry with a vested interested interest in the “topic” of the magazine. So logic only tells us that your message to that specialized industry will be delivered (in the magazine) opened, and might have a better possibility to be looked at even more so that a traditional direct mail piece and it will probably will not cost any more that a mailer.

Larson note: In direct mail it is all about audience and visibility. You want no need to be seen, to stand out from the crowd. By adding a trade magazine to your marketing mix you can have added impact. Change the paper, color, texture, make yourself stand out and be seen. Most publications will help you define your target based on the BPS statement. Costs are based on the % of the circulation you choose and are usually not more than traditional mail. Is there a fit for you?

Howard Larson
Larson & Associates
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*Source: John Sonnhalter