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by
Andrea Laycock Mattson
September, 1999
Lately I have had several conversations with
people about print advertising … which invariably leads to
questions about maximizing the impact of this comparatively
expensive way to go. From my personal experience using magazine
display and classified advertising over the past 20 years, I've
learned some basic things that hold true over time, and I'm happy
to share this with you.
First rule of thumb: Choose a magazine or
newspaper which targets people interested in your stallion,
services or other products. If you are into Barrel Racing, for
example, pick something that specializes in Barrel Racing, or at
least rodeo. It might be on a national or regional scale. Even if
the publication has a smaller circulation than a larger, more
general horse publication, you will generally get better response
… and the cost to you will usually be less. Sometimes, even
classified ads in specialty publications will work quite well.
Ad frequency, size and placement: I have found
that running small ads on a regular basis works better than one
big one once or twice a year. Even a business card ad is often
enough, and it has the advantage of being listed in the
advertisers Index, which assures that people can always find your
contact information. We ran 1/3 page ads in the Quarter Horse
Journal on the Show and Contest pages for years before we took to
the internet. I think that is a prime location, but there may be a
waiting list. I've heard the Equine Buyers Guide section is good,
and I should think the pages ahead of it would be, too. Lots of
stuff to look at in one area of the magazines. I think a lot of
people read it.
Another thing I've learned is that you can get
by very nicely with less than a full page layout and still
dominate the page by using a 2-column by 7.5 inch size (see the
September QH '99 Quarter Horse Journal, page 311.) That is a half
page ad, which is $515 as opposed to $875 at the one-time
black/white ad (Breeders rate).
Right side placement outside columns are best
(and don't let anyone kid you about that!) And if you can get it
placed on a page that has the inside column consisting of
editorial content, that is the greatest!!
How important is color? I've never run full
color. It is very expensive, not to imply that it isn't
worthwhile, but our subject here is more in tune with
"advertising on a budget." For example: the half-page ad
mentioned above at $515. Is $1000 in full color. Adding a single
spot color to the half-page black/white raises it to $650. If you
decide to go that route, you can make the most out a single
spot-color by using several shades of the same color, using
different percentages of screening applied to parts of the ad. For
example, you might use blue as your spot color. You could choose a
fairly dark blue for parts of the text, especially small text …
then use a combination of shades for fancy Headline text (blue and
black, being the colors you have to work with), and then have a
lighter screened blue for special emphasis in certain areas as
colored background shading. Cleverly applied, this can make a one
spot-color ad look surprisingly ... well, colorful.
Look through the various Journals and you should
see a few examples of this technique. In the September 1999 QH
Journal, see pages 11, 19, 237, 239, 243-245, 255, and 269. Keep
your layout simple and uncluttered. Less is more! Be sure to use a
headline that grabs attention … the fewer words the better. Keep
plenty of clear space between different areas of the ad, and have
a natural, easy path for the eye to travel through the ad and end
up at the punch line. Don't make your viewers eye jump all over
the ad randomly. Have a plan to guide them through in a logical
order.
A great picture is unbeatable, but if you have a
so-so picture that does not do the subject justice, you are
probably better off without it. Also, do not forget to provide all
your contact information, including your web and e-mail
addresses!!! People WILL look you up.
Print Advertising Tips -- Getting the Most
out of your High Dollar Advertising.
What Really Makes the Web Click for Stallions?
-- You want qualified breeders to beat a path to your barn.
So Glad Breeding Season is Over? --
Four easy, fast, low-cost ways to be ready for fall, and still
enjoy summer.
The Beauty of Cross
Marketing -- Same Horses .. New Clients!!
Do It Yourself Horse Photography
-- Tricky ... but not impossible.
Copyright © 2000 by Andrea Laycock Mattson. All rights
reserved. Note: If you would like to reprint this article on your web site or in a printed
magazine or horse-related newspaper, please contact the webmaster for permission.
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