The Power of a Print Ad

The job of a marketer is tough. Marketing budgets seem to decline year after year, while expectations continue to increase. As many marketers gravitate toward online ad opportunities because of their immediate return on investment, let me encourage you to consider a broader perspective.

At Christianity Today, we strongly support using online advertising options as a fundamental part of your marketing strategy. Connecting to targeted audiences through banners, eBlasts, roadblock newsletters, mobile banners, and iPad visibility should all contribute to effective ad campaigns.

But don’t forget another vital marketing option: print advertising. Although you may not be able to track its effectiveness as accurately, and you might not always see an instant payback, the benefits of print advertising (from a short- and long-term perspective) are worth holding on to. There is  significant value in keeping your name before targeted audiences. Your customers may or may not be ready to buy your product or service immediately, but strengthening your brand will be a plus as your customers make their purchasing decisions now and in the future.

By advertising in print magazines like Christianity Today, Leadership Journal, and Books & Culture, you can put your company’s name and products/services before the eyes of some of the largest and most respected publications in the Christian market. The visibility of print advertising also offers your ad repeated exposure as readers pick up a single magazine several times. Successful magazines like Christianity Today, Leadership Journal, and Books & Culture also tend to get passed around to other readers, further increasing the number of times an ad is seen.

Should marketers today advertise with banner ads, eBlasts, and newsletter advertising? Definitely. But print advertising should also be a vital component of a strategic marketing plan.

Walter is a veteran sales manager with a knack for finding win-win solutions.

Posted in Advertising Tips, Print Advertising

2015 Media Kit: Resources to help you meet your marketing goals

I haven’t even bought a turkey for Thanksgiving yet, but here at work I’m already well into 2015 projects — tweaking next year’s plans and figuring out how to meet my marketing goals. If you’re in the same boat, here’s something that might help — our new 2015 Media Kit.

You can download the entire media kit pdf, or you can get the same information by navigating this website. Either way, you’ll find information on our print, digital, mobile, and social opportunities that can connect you with over 3.5 million responsive consumers every month.

I like this graphic that our designer, Michael, developed to show our current (and growing) reach:

Resource growth

If you’re looking for creative solutions to help you meet your 2015 goals, take a look through the media kit, then contact Toks, Walter, or Peggy. They can customize a plan to your exact budget and marketing needs.

Posted in Company News, Digital Magazines, Email Marketing, Mobile Advertising, Online Advertising, Print Advertising, Social Media

Do Not Let Your Foot Off the Marketing Gas

A lot of companies start to review their budgets close to the end of the year, fearing that they might be over spent. Often they cut back on marketing efforts during the fourth quarter in an attempt to save money. According to an article by Michael Crozier at Inside Business 360, you need to market your products all year long to build a strong brand image, produce current sales, and convert future prospects.

His argument is a simple one; if you are not in a space, your competitor will take it up. Prospective buyers are always looking for an opportunity for a bargain, the next big thing—or it might just be a matter of timing. They need to know and feel comfortable your product, and this only happens as they become familiar with it. That process takes constant maintenance.

It’s important, especially as we approach this Christmas season, that companies don’t start coasting and lose touch with their customers. Maintain your marketing efforts; keep your foot on the gas.

Toks Olawoye leads our sales team with fun-loving personality and Nigerian spunk. He’s passionate about leadership, his family, golf, and seeing each of his clients succeed.

Posted in Advertising Tips

Rethinking Magazine Advertising

Magazine publishing is in the midst of massive transformation. With 47% of our online pageviews made from mobile devices, we may need to reevaluate our approach to be sure that the advertiser is utilizing all options available for a solid ROI. This also affects the content we create, as well as the platforms and channels our clients use to connect with audiences, and includes how these advertisers measure success.

Simply stated, the more we understand our audience, the more value we can provide our advertisers. If we can connect advertiser with audience in such a way that producers a solid return on investment, then we can show the value of what we bring to the table.

So, how do we do that? Here at Christianity Today, we do that by offering visibility in a niche market with high-quality engagement from our audiences. We also do that by using data to better understand and support our customers.

We must develop and foster a collaborative approach to advertising. If I can provide a simple strategy that engages the target audience and offers data to support response, then essentially we both succeed.

Magazines are still very influential. Studies show that 91 percent of American adults read print or digital magazines.

Why do magazines have such staying power? The printed version of the magazine powers the digital version in such a way that offers personal engagement from the readers, maximizing the respect of our brand’s source of content. Here’s what Malcolm Netburn of CDS Global says:

“Print magazines still have reach and influence. The top 25 print magazines reach more adults and teens, than the top 25 regularly scheduled primetime TV shows. Readership is consistent across generations, seeing less fluctuation among age groups than TV, Internet and radio. And consumers are spending a significant amount of time – 40 minutes on average – reading each print issue.”

As 2015 is upon us, let’s use an integrated approach while planning campaigns. This way we’ll be sure to ensure a balanced campaign that produces engaged audiences with valued advertisers.

Peggy Gomez is a service-minded account executive with a great sense of humor.









Posted in Advertising Tips

3 Tips for Banner Advertising

Although advertisers have more options than ever to get the word out on their product or service, there is still something uniquely effective about banner advertising. We at Christianity Today continue to see outstanding results for our advertisers.

In fact, whereas standard industry banner average click through rates tend to be about .10–.12% , advertisers across Christianity Today’s websites in the last six months (through the end of August) have averaged a .44% click-through rate! Banner advertising is alive and well!

So, what makes a good banner ad campaign?

I found this article to be very helpful in explaining some key banner ad principles:

I believe you will enjoy the whole article, but in summary, the writer’s three main points are:

  1. Avoid distractions. Keep it simple. If there’s too much going on in your layout, it will turn off the viewer and he will walk away from further engaging with your ad.
  2. Use photos only when appropriate. They can work well in your design, but not always. The author says, “It is often assumed that, because you have such a brief window to secure attention, ads without photos will be overlooked, but a well-designed ad with a brightly colored background or simple artwork can also do the trick. In fact, bright colors and vibrant artwork are often moreeye-catching than a photo.”
  3. Keep your tests simple. If you are going to try conveying your message in a few different ways to see which ad design performs best, limit the amount of changes between layouts. This will help you be able to zero in on the results that come from making just one (or maybe two) differences in the artwork

Walter is a veteran sales manager with a knack for finding win-win solutions.

Posted in Advertising Tips