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Start on Firm Footing


Jan 0001
Build a successful ad campaign from a solid cornerstone

KAREN A. NEWMAN, GROUP PUBLISHER, karen.newman@photonics.com

May. 1, 2013 — Brand marketers today have many choices for placing their advertising messages: print and digital magazines, websites, electronic newsletters, webinar sponsorships and more. Each of these options brings valuable benefits – from brand building to driving traffic to generating leads. For many advertisers, the benefits these options bring are amplified when a campaign is built on the firm base of an established and respected print magazine brand.

In the same way that a contractor builds on a sturdy foundation, a seasoned marketer uses a print ad campaign as the launchpad for a new product or line extension, sharing technical material that explains product benefits or simply building brand recognition. In so doing, the marketer creates a solid platform from which to extend the message into other nonprint media, which, if used on their own, could fragment an audience by media preference or mobile platform.

Independent research shows that readers are willing to spend time with a printed magazine, reading technical material in ads and articles alike. Our own experience supports that: 82 percent of readers spend at least 30 minutes perusing each issue of Photonics Spectra (Lion Associates, 2012). And speaking of the variety of media out there, we know from our research that 2 out of 3 Photonics Spectra readers overwhelmingly prefer the print magazine format over digital.

  •   75% of Photonics Spectra readers said they visit an advertiser's website as a result of seeing its ad in print

Readers respond to print advertising, too. In a recent survey of Photonics Spectra readers, 72 percent said they visit an advertiser’s website as a result of seeing its ad in print. And we know that 81 percent of readers have some involvement in the purchase or specification of products and/or services.

Other surveys underscore our findings that buyers draw their inspiration from print. One recent study outside our industry found that consumers prefer to view advertising in their favorite print magazine rather than via social media or in a mobile app, for example.

Laurin Publishing, the publisher of Photonics Spectra, is fully invested in print – in a way that our closest competitors do not begin to match – but fully supports a broad range of opportunities designed to engage today’s diverse audience preferences in respected branded products that are deliberately and carefully aligned with the legacy-branded print publications.

  •   67% of Photonics Spectra readers prefer to read the print format of the magazine rather than the digital version — (Advertisement Research Study 2012 - Lion Associates)

With an established print presence, a marketer can move its message to a monthly e-newsletter, for example, driving traffic to the marketer’s website and allowing tracking of responses to the advertising message. Print ads work to build brand recognition and need for the product, and lay the groundwork for success in other forms of advertising.

The bottom line is, readers are inspired by magazine content and advertising, saying that it leads them to the solutions they seek, and successful marketers are moved by what inspires their customers. That dynamic never changes, even though the choice of advertising vehicles seems to be constantly in motion.

  •   82% of readers spend at least 30 minutes perusing each issue of Photonics Spectra

By laying a solid foundation – in print with a well-respected publisher and title – a marketer gives real strength to a broad, multimedia advertising campaign that includes digital options for driving traffic to a website, for example, and webinars, white papers or other sponsorship for generating leads.

Outbound MarketingPrint AdvertisingBranding

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