Place for your advertising: how to get the maximum benefit from advertising in the press

Readability is advertising depends on that, on what page your ad is placed, and on the extent to which the site pages and how editorial section.

You can choose to several principles: the proximity to the cover, on the left or right location, on the technological characteristics of publications on the subject.

It is believed that the ads on the first page of the newspaper (or on the first cover, in case of a journal), has twice as many readers' attention to the publication, placed inside than edition. Your ad on the last page (the cover of the magazine) has about 65% more readers than in the publication. Advertising on a second, third and penultimate page attracts around 30% more readers than in the publication.

The difference in the placement of ads within the publication - on the pages closer to the beginning, the middle or the end - very small for the newspaper. It is generally accepted that the best band in the media - from the 3rd to 20 th.

The situation inside the publication, it is very important in the publishing of advertisements on the spread (the left and right band together). In this case, choose the central-turn (for the media, whether paper clip) - where a single folded sheet of paper, rather than two, or whether glued. If you selected is not a central-turn, as a rule, in place of combining bands of advertising (pictures or words) is gone. In addition, destroys the integrity of the perception of advertising.

Due to the fact that people generally think is moving from left to right, believed that the right lane to the spread observed significantly better than the left. To a greater extent this is true for magazines. Using the difference in the newspaper advertisement on the left or right side of the insignificant.

Specialists in direct marketing actions indicate that the closer to the beginning of publication of advertisement or visible than its location, the higher will be the response. Placement on the even pages can give better results than placement in odd, often the difference is much as 15%.

Of course, justified the choice of a particular subject lines editions. On average, normal, and exposes the reader reads the four pages of five. One bands receive more attention, others - less. Most read pages - those that focus on the news. Their views, more than 90% of all readers. For news on the decreasing interest are: the editorial column, entertainment, sports, business, food, TV program, rubrichnye ads, setting up homes and other features.

Advertising on the case the bands are usually more expensive than conventional, but these additional costs are usually justified. People who read thematic lines, more predisposed to a positive perception of advertising goods and services related to drafting temoy.Naprimer advertisement banks will be more than appropriate for the 'Finance page' advertisements of apartments - from the 'Properties', sporting goods - from the' Sports' dress - from the 'Fashion'.

Although the neighborhood on the strip with a competitor is always risky because of the possible benefits of other people's proposals, meaning that the deployment does. People used to see in a specific location a specific type of goods or services. This place, as the fishermen say, 'prikormleno'. Even if a band is not conceived as a thematic edited, it can become one for the advertisers' historically '.

Publications often arrange advertising landfill, or as its own call, 'mass grave' - composed a large block of advertising (usually in a strip), which are trying to put all the ads. This place, of course, poorly.

If the bands do not have permanent advertising direct competitors, it is to place your ad on those pages where published advertisements of such goods and services. For example, advertising vacuum cleaners available with advertising or a washing machine food processors, juice advertising - advertising with soda water, footwear advertising - advertising with clothing.

Typically, the best page in the publication of each individual advertiser to determine their own experiences after several publications in different places. Therefore, in selecting the pages are always worth experimenting.

With regard to where best to place your ad: top, bottom, left or right page - the specialists did not reach a consensus.

According to the most common point of view, the ad is in the top right of the page, attracts 33% of the attention of readers to this page, 28% - is paid to the upper left-hand side, 23% - the lower-right and 16% - lower left.

There are, however, observations that indicate that the readability of a part of the band depends on how hard look at the field and who is watching. Thus, if a newspaper is in the hands of the developed form, the stronger the mind operates the top of the list. If the newspaper is on the table, the more attention is in the bottom half. Advertising at the bottom chastistranitsy attracted slightly more than at the top, the attention of men, but women are not so much, where the announcement - at the top or bottom of the page.

Given all the above, we can conclude that in practice there is no fundamental laws, where to advertise - at the top of the page or at the bottom.

The same can be said about the placement of the left or right on the strip, although many argue that the root field is worse than to advertise than external.

Much more significant factors. If the ad is of poor quality, it will not save either the right or left placement. If the ad is of high quality, it will be equally effective, and top and bottom, and right and left.

Sometimes advertisers publish ads' under cut ', that is serving outside the field of printing up to the edge of the paper. The effectiveness of such advertising is the same as the 'flush mounted' advertising. But it is typically more expensive by 15-20%.

The effectiveness, of course, affects the other neighborhood advertising or editorial material. Of course, more advantageously a place where a number is editorial content. For those bands where the only advertising (if it is not, of course, 'traditional' advertising theme), the reader can not stop my mind. These pages often turns not looking.

For those bands, where the editorial materials prevail, the readers, of course, more. In this regard, the international advertising agency at one time tried to find a kind of 'philosophers' stone' - the ratio of editorial content and advertising, ensuring maximum efficiency. And even, like, found: publish an advertisement in the form of 'junior-page': advertising occupies 63% of the central area of the page, surrounded on all sides by drafting the text, without placing any further advertisements.

Research, however, showed that the ad draws readers in full accordance with its size - is no more. On the performance more impact than a specific amount of editorial material (not suppressed, however, advertising), and its quality.

Doubly profitable advertising is not just next to the journalistic material, but close to constant, the most readable sections and headings. In various editions of these may be: readers' letters columns, television programs, horoscopes, weather, section rubrichnoy advertising news section. Triple advantageous when the announcement comes not abstract journalistic material, and the publication of similar topics razdela.Nekotorye edition specially prepared case materials. Thus, 'in most magazines, there is the possibility of PR-support.

However, there are cases where editorial material adverse impact on advertising. Usually this happens when the story focuses on the negative aspects of life: war, misery, disease.

It would benefit the neighborhood and the announcement of such or such an editorial says: "Revision is not responsible for the accuracy of the information referred to advertisers'.

Most professional edition try to avoid undesirable for advertisers neighborhood. Nevertheless, such inadvertently occur. In this connection, the advertiser should make a wish, in what place the page number with the ad or editorial content should be placed its message.

Editorial boards typically do not guarantee compliance with all the desired conditions. Even if the extra money (10-15%), they can book a place, the neighborhood still remains unpredictable. It is connected with the specifics of the print media (especially newspapers). They make material for the band can often change rapidly and unexpectedly. After all, news comes as amended up to the signature number of printing.

It is easier to 'pick' neighbors in the magazines. How, for example, say in the publishing house 'Burda': 'We always listen to the wishes of our customers and if possible go to meet them. The possibility of harmonizing the location of the advertising module exists, but the extra money it does not require '. However, in most cases and in magazines advertising staff of the department will try not to give full guarantees.

Reserve a seat and, accordingly, pay for it is probably only a few cases. When a coupon is published advertisements and it's important that she was standing on the outside of the page or in a corner (slip easily and prejudice to the publication can be cut), and when placed multiple ads (according to the desired page creative ideas follow one another).

Specialists in direct marketing focused on different types of liner, the internal stresses in the book: 'tear-off inserts can increase the rate of response in six to eight times the cost of response and reduce by half - compared to conventional kuponom.Razmeschenie off the liner also gives good results because they open directly to the magazine advertising message (thus liners "create" their own "cover") '.

When choosing a site, it is important to bear in mind not so much circulation or rating of the publication, but the data on a specific page on which to advertise. In the information newspapers and magazines, these values may differ by tens of percent in advertising - in dozens of times.