The pinnacle of magazine advertising. A full-page glossy announces a brand as a pioneer or leader in it’s industry. According to the Sports Illustrated media kit, a full colour ad which reaches their rate base of $2.7M is a mere $435,000 USD.
Viewing entries tagged
advertising
Roger's Publishing is a division of one of the largest media companies in the world. The publishing division of Roger's turns out 75,000 magazines a year across a number of different interests and sectors. We pulled a senior advertising executive from Roger's aside and grilled him on how they are handling advertising in the digital age. You can read the Q and A here.
About a month ago one of our top account executives in the advertising sales department was asked “What else can you offer me?” Our account exec. paused for a moment and made his client aware that his print advertisement in ‘The Flip Page Times’ was also prominently displayed in a banner ad on the Flip Page Times website.
“Yeah, I know” replied the client. “What about the digital edition?” The ad sales rep. recoiled. “Your print ad is also accessible in the digital edition of the ’Times” responded the confused salesperson. “Yeah, I know” replied the client. “But isn’t there something else we can do with my ad in the digital edition? I want my ad within the digital edition to stand out” confessed the client.
Upon overhearing this conversation one of the junior reps from the ad sales department walked over and asked if he could provide some insight. “Sure” was the dual response. The junior rep was new to the print side of things but was very familiar with the digital offerings available at ‘The Times’. “Let me show you some of the basic interaction we have available and then I will show you some incredible multimedia options” stated the junior ad rep. He pulled up the current issue of ‘The Times’ from the desk beside him. “Well, a simple start would be to provide your website address in text format” he proclaimed. “That would allow us to link your website from the digital edition” replied the rep. “And, we could provide you with analytics data that demonstrates how often ‘The Times’ readers are accessing your website from our newspapers digital edition”. The client’s eyes lit up.
May June Newsletter
“That is just the beginning” continued the sales rep “Let me show you some of the other features that we can offer”. The eager sales rep. reached into his portfolio and pulled out a sheet littered with opportunities for the client. The numerically organized list of possibilities read as so:
1. Introduction Pages – An Introduction Page (to the left of front cover) is a great placement location for an advertiser in a Flip Page edition. Since the Introduction Page can be as large dimensionally as the publication it acts as a full page ad on the landing page of the actual publication. The highest percentage of trackable page views will occur on the front cover page which denotes a prime real estate location within each issue. Introduction pages can include all of the tools (multi-media, call back cards, animation) as a standard page.
2. Margin Advertisements – Margin advertisements offer individualized ad placement locations within the browser display of a publication. The ad banners occur outside the perimeter of the publication viewer. There are multiple placement locations and ads can be set as ‘static’ or ‘rotating’. All of the banner ads are linkable to any web hosted page, promotion, offer, sale etc. Margin ads are ideal for a current print advertiser or can be leveraged to a ‘digital only’ advertiser who values the market being served.
3. Advertiser Index – The Advertiser Index is a dropdown list of advertisers integrated as an icon into the tool bar of the Flip Page edition. The Advertiser Index categorizes Advertisers by name and offers an internal link to the ad page within the Flip Page edition when clicked. The Advertiser Index provides immediate and continued exposure of the advertiser to the intended audience.
4. Custom Animated Ads – Flip Page editions offer a static replication of ads within the printed medium. However, ads can be customized to render as more than a static image on a ‘browser page’. Page animation offers the ability to add interactive components to static pages to further engage readers with a brand or product.
5. Multimedia – Flip Page editions provide the ability to build both Audio and Video into a publication page. Media formats can be embedded and offer various render options for the advertisers. As an example, an advertiser could opt to have a product video pop-up on select pages and play automatically as the reader navigates to the page. Similarly, a radio spot can be selected to play when a reader navigates to an ad page for that brand. Television ads, product spotlight videos, radio spots, audio overdubs, etc. should be used to compliment print content within the digital edition. Multi-media will further engage readers and drive product recognition.
6. Call Back and Business Reply Cards – A Call Back Card is a lead generation tool that provides direct interaction between a Flip Page edition reader and an advertiser. A Call Back Card populates as a customizable icon or graphic within an ad. When clicked, the icon renders a form which details when a reader would like to be contacted about an advertiser’s product or service. When the form is submitted an email is generated and sent to the advertiser begin the customer acquisition process. The email also states the origin (the publication name) of the call back card for the benefit of advertiser and publisher.
7. Specialty Pages – Specialty pages such as blow-ins, gatefolds, barn doors, and belly bands create unique opportunities to highlight a specific advertiser within a Flip Page digital edition. The interactive and unique nature of specialty pages provides a more immersive experience for readers compared to standard page sizes. Similarly, specialty pages offer creative design options that cannot be replicated with standard pages.
8. Page rotation – Specialty pages allow the advertiser to get creative with the dimensions of their ad in comparison to the standard page size. Page rotation furthers that creativity. An ad that rotates the entire layout of the publication tends to garner attention.
9. Direct or Hard Linking – Typically a Flip Page edition opens to the front cover of the publication. Using the Direct or Hard Link option allows you to determine the page which opens when the link is clicked. This is an excellent opportunity to highlight an advertiser or an issue sponsor within a publication.
10. Analytics – Advertisers are most concerned with how a publication is received by a reader. How many readers read the publication? How many readers return to the publication a second time? Where are these readers located geographically? How long are readers engaged? Did the reader view the page where my ad is placed? Did they interact with my ad? Did the reader watch my video? Did they click on my promotional link? These questions, and many more, can all be answered by viewing the analytics data that is captured with each issue.
As the ad sales team and their client finished navigating through the various options being showcased, the client reached into his pocket and pulled out his cell. He was instantly in contact with his creative director. “Steve” he stammered. “Put an immediate hold on any art that you are doing for The Flip Page Times” he continued. Both of the ad sales team members for ‘The Times’ looked at each other in defeat. They were both under the impression that their client had been very impressed with their impromptu presentation. “No, no, no, Steve” the client blurted out. “We aren’t stopping our ad in The Times, we are figuring out how we can maximize our ad in the digital edition!”