DOUBLE YOUR ADVERTISING RETURN

As the editor of a popular magazine on building, I receive dozens of press releases from the market.

Many press releases do not stand a chance of being published in the media because the sender does not understand how news works.

The problem is how little attention is given to the style of press releases and editorial. The same applies to the quality of photographs supplied. Your editorial stands a much better chance of being published if it is supplied with a good quality image.  But with the era of DIY photography by smart phones and cheap cameras, press releases are often refused by editors due to bad photos.

The fact is: as advertiser you spend tens of thousands of Rands on booking ad space in the media. Does your artwork do this advertising expense justice? Or are you wasting money? As an editor, I can see this is often the case. And often the same advertisers follow it up with poor editorial content that comes with photographs looking like they were taken by a 9 year old. Advertising spend wasted.

Much the same rule applies to non advertisers. If you want your editorial published free in the magazines that serve your market or online, you really need to supply professional content.

It pays back. 

A well prepared editorial with photography could cost you R 5 000 to prepare and distribute. However if editors like what you send, that same editorial could be published 3 to 4 times over in the different media. This means payback by up to 1200% when compared with the cost of booking the page and placing your advert at a cost of R 15 000 for the full page (as an example).

Best you hire a professional in the preparation of such editorials. The stakes are quite high and payback is huge - if you get it right.






"Advertising for Free".