As the publisher of Neapolitan Family Magazine and the owner of a small business myself I know how difficult it can be to reach your target market without a big budget. But no matter how small your budget, here are the 3 most important reasons why you MUST keep local advertising in your overall marketing plan.
1. Low cost to reach a big number. If you choose your advertising vehicle correctly, you will spend a much smaller amount per reader to reach your potential customer than in almost any other medium. For instance, Neapolitan Family reaches 27,000 parents and grandparents on a monthly basis with our print magazine. Assuming the smallest ad size (1/8 page, $210 open rate; or Marketplace: $55/month) and that 1/2 of the 27,000 readers will look at your ad, you are reaching those 13,500 readers for a little over a penny each.
2. You reach YOUR Audience. When you choose local advertising, you are speaking to your audience–the people who live in your community. Unless your customers come from other communities, putting your dollars where your audience is makes the most sense and is the most cost effective. Picking up an issue of Neapolitan Family is an intentional act: nearly everyone who grabs a copy does so because they are a parent or caregiver and are looking for information.
3. You generally get more than just an ad. Local niche publications like Neapolitan Family offer more than just print ads. You may be able to get help on everything from social media to an introduction to a community partner you are interested in partnering with. With a print ad in Neapolitan Family you get add ons including the ability to post on our Facebook page, inclusion in business directories in our print issues and online and other extras that help you build your business.
I'm not just selling ads in my publication. I really believe that local, targeted advertising is important because it WORKS. Don't make the mistake of thinking that you don't have time or money for marketing–it's crucial to make a marketing plan and follow through with it. And, part of that plan should include local advertising in your niche market. Find out which publication YOUR audience reads and find a way to maintain a presence in that publication.
For more information, please email us at info@neafamily.com or call 239-370-5333.