New Ad Plans

Test everything, believe no one!

I know you are disappointed with the number of leads from our advertising lately, so I would like to suggest we experiment a bit more. In particular, why are we still running full page ads? May I humbly suggest that perhaps a half page ad would work just as well.

Of course, that means we won't be able to get all the technical details in the smaller space, but we really don't need all that in there. We only need the phone to ring or the website to get visitors. Then we can easily feed them the details. And the big advantage of half page (or other partial page ads), is that they share the page with editorial. And people do read the editorial and news stories, or the magazines would not exist would they?

PS And in real industry magazines, back-of-the-book advertising can work very well for serious buyers. If they are reading that section they are by definition shoppers. So we can place half or quarter page ads with just the relevant benefits and advantages, for a much lower insertion cost.

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