Managing the Advertising Campaign

Print Publication Advertising

Print publications such as magazines, newspapers and Special Issue publications offer advertising opportunities at all geographic levels.  Magazines, especially those that target specific niche or specialized interest areas, are more narrowly targeted compared to broadcast media.  Additionally, magazines offer the option of allowing marketers to present their message using high quality imagery (e.g., full color) and can also offer touch and scent experiences (e.g., perfume).  Newspapers have also incorporated color advertisements, though their main advantage rests with their ability to target local markets.  Special Issue publications can offer very selective targeting since these often focus on an extremely narrow topics (e.g., auto buying guide, tour guides, college and university ratings, etc.).