Advertising Tips

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

2015 media kitI 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

200313886-001A 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

118084487Magazine 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

Clicking on Computer_smallAlthough 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

Stop Converting Visitors, But Losing Customers

Over at The Moz Blog, Randy Fishkin and his amazing whiskers have posted an excellent video (below) looking at three key ways that many websites are sacrificing customer loyalty in their attempts to convert visitors.

1. Build long term loyalty and demonstrate your value. Tell me if this sounds familiar: I’m visiting a site for the first time and am immediately pummeled with conversion messages. Free Trials! Try Us Now! Even if I take the free offer, I’m not actually invested or convinced of the value of the product. I have no connection to the brand and no reason to trust them so I’m more likely to abandon the trail and have a terrible customer experience. High churn rates, low retention.

So what should you do? Measure the customer journey, and not just the conversion path. Use an analytics tool to look at what people do after they convert. Are they happy? Do they buy again? Maybe you need to rethink trying to convert on the first visit! Moz found that, on average, visitors who returned 10 times or more before purchasing were much more loyal. Instead of putting all your energy into converting first time visitors, instead try to build a brand first.

 2. Don’t devalue by bundling or misleading. I’m looking for one specific download, but when I try to purchase it I find that I actually have to spend a $99 subscription fee to get it? I’m done and I don’t like your brand anymore.

Are you forcing potential customers to buy products they don’t need to get the one thing they want? Is your packaging too confusing? Studies have shown that people believe the received value of bundles is lower; it cheapens the individual items. Make sure your purchase path allows the customer to actually get the products they’re looking for with a minimum of pain. As Randy says, “you don’t want to cheapen, mislead or bundle without evidence that it matches customer needs.” Validate that the customers actually want what you’re selling them.

3. Educate before you convert. I’m trying to get basic information, but all I can see is conversion offers. I don’t even know what I’m looking for, but I’m already overwhelmed! I may take your free trial offer, but I’m going to drop you immediately because I didn’t understand what I was getting myself in to.

Don’t put conversion ahead of education! Remember, before a customer can use a product, he or she needs education. If you put the conversion before the education you may make a sale, but you’ll likely lose the customer in the long term. Educate before you convert and provide assistance throughout the process, including after conversion. Also, make sure you try to filter out customers who aren’t at the right stage.

Check out Randy’s video below for more tips:

As the team’s “stats guy,” Luke Schoenrock our go-to staff member for analytics and reporting—as well as witty remarks.

Posted in Advertising Tips

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