| In the last couple of articles I discussed some of the | | | | relations expert with a message ready to send out. |
| different mediums that can carry your highly targeted | | | | While this is an impressive advantage it is not the only |
| message to the right audience. The next one that I am | | | | one for magazines. They also can provide varying |
| going to discuss is magazines. They can be a useful | | | | rates on the ad size, position, and placement in the |
| tool in reaching the right people. Of course like every | | | | publication allowing for sometimes lower costs. |
| mediums, magazines have both pros and cons as a | | | | Magazines are not all great though. They to have their |
| way to convey your message. Before I discuss that I | | | | drawbacks. |
| will look at the medium as a whole and compare it to | | | | The first, is that while magazines target a specific |
| other media. | | | | audience they will not reach the entire audience. Not |
| Magazines are different than any other medium for | | | | everyone who likes cars, likes to flip through |
| several different reasons. The first one is that | | | | magazines about them. The second drawback is that |
| magazines are not for heavy readers. In today's | | | | since magazines can have a 70% advertisement ratio |
| society attention spans are getting shorter and shorter. | | | | your message might get lost in the clutter. A third con |
| Magazines have flourished in this environment because | | | | for magazines is that they are for shorter attention |
| the majority of page space is filled with pictures. | | | | spans which is not a good thing for some messages. |
| Another way that they are different than other | | | | The final con is that magazines are not seen as very |
| mediums is that they are highly targeted with a smaller | | | | reputable and that may damage the effectiveness of |
| segment of the population as an audience. This means | | | | your message also. |
| that they reach exactly who they want to reach. An | | | | In the next article I will discuss the internet as a medium |
| advantage for any marketer, advertiser, or public | | | | for your messages. |