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Page 52 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

The magazine, like the billboard, works better

as a forum for generic advertising, for perception

building. With a magazine you'll also be

reaching a more exclusive audience. If you

want to reach affluence, you can do it on those

glossy pages. If your business is geared more

toward every man, stick with the newspaper.

IT'S CONSISTENCY THAT COUNTS

MOST WITH PRINT ADVERTISING

Whatever print media you settle on, consistency is what counts in your advertising. Even

where everyone reads the newspaper, not

everyone reads the paper every day. The occasional ad

is often missed. If you advertise consistently,

sooner or later you ad will be seen by

all. With a monthly or weekly publication, the

decision on when to advertise is already made: Put an ad in every issue. With a

daily newspaper, though, you

must be more selective. Your ad

should appear at least once a

week. Which is the golden day?

Most papers have a higher circulation on Sunday,

so that may make it the day of choice. But

that's also the day the newspaper has the most

ads vying for the shoppers' attention. If yours is

small, it could be missed. The papers toward

midweek grow fatter as grocery stores place

their ads. That helps increase readership, but

again there are lots of ads in competition.

There's something good and bad to be said

about advertising any day of the week. What

you, as your store's advertising agent, need to

do is decide what day of the week you'll advertise, then stick with it.

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1. POST

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2. REVIEW RESPONSES 3. SELECT AN ATTORNEY

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