Why Niche Publishing Works
Local magazines keep us in touch with our local area. They are interesting, quirky, and a really useful source for information. For advertisers, they are the perfect niche publication.
Your Target Market
If your business is local, then your local magazine is the ideal way to speak directly to your potential customers. They are interested and involved in their community, so they will be interested in you too. Because they are proud of where they live, readers will probably prefer to buy from local businesses.
What People take on in their time out
There’s plenty to attract our attention on websites and social media, but sitting down with a hot drink and a magazine is different. It’s a quiet, relaxed time we have awarded ourselves. There isn’t any competition; we’ll just look at what interests us, and that’s a great opportunity for advertisers.
There’s a lot of media traffic out there, and we learn to filter it. In a niche magazine, there are only so many pages, with just a few advertisements on each page. You have a much better chance of being noticed and your local advertisements will be more memorable than their digital equivalents.
Fake news and cybercrime have made many people hesitant about online engagement. In contrast, readers trust their local magazine as a source of local information, so they are more likely to trust you, too. There’s very little risk for them in making a call or sending an email.
Opportunities to be seen
While online and social media are ‘in the moment’, your local magazine has staying power. It might stay on a coffee table, in an office or cafe for a whole month, until the next edition is published. It might be shared with family and friends. That means your advertisement can be seen over and over again.
Spin-off brand benefits
Your local magazine will have a great reputation for interest and authority. People will trust what they see, and your brand will benefit as a result.
In all likelihood, your local magazines have been around for a long time, so people recognize its value. Commit to a long-term campaign of advertising and you can build your recognition over time.
Your local magazine will have an excellent distribution network. If you want to complement your advertising with a voucher or flier, you know it will arrive safely. Your extra promotional material is much more likely to be read when it arrives with a trusted local publication.
Take the opportunity to create consistency across all your channels, so wherever people come into contact with you they will see the same message and images. You will reach new audiences in a printed magazine and become a well-recognized local business.
You know exactly when your advertisements will appear and where, so you can measure the response. Make your call to action very specific and you know exactly how effective your advertisement has been.