Category: Paid Placement
Summary & Overview
Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals, e.g. free ads papers or Pennysavers. Classified advertising differs from standard advertising or business models in that it allows private individuals (not simply companies or corporate entities) to solicit sales for products and services.
Classified advertising is usually text-only and can consist of as little as the type of item being sold and a telephone number to call for more information. It can also have much more detail, such as name to contact, address to contact or visit, a detailed description of the product or products (“pants and sweaters, size 10” as opposed to “clothing”, “red 1996 Pontiac Grand Prix” as opposed to “automobile”). There are generally no pictures or other graphics within the advertisement, although sometimes a logo may be used.
Classified advertising is called such because it is generally grouped within the publication under headings classifying the product or service being offered (headings such as Accounting, Automobiles, Clothing, Farm Produce, For Sale, For Rent, etc.) and is grouped entirely in a distinct section of the periodical, which makes it distinct from display advertising, which often contains graphics or other art work and which is more typically distributed throughout a publication adjacent to editorial content.
A hybrid of the two forms — classified display advertising — may often be found, in which categorized advertisements with larger amounts of graphical detail can be found among the text listings of a classified advertising section in a publication. Business opportunities often use classifieds to sell their services, usually employing 1-800 numbers. Classified ads are also among the tools used by many companies in recruitment for available job opportunities.
Printed classified ads are typically just a few column lines in length, and they are often filled with abbreviations to save space and money.
Setup Time
Less than 1 Hour.
Ongoing Maintenance
None.
Cost
Varies per publication.
Speed of Results
Quick.
Basic Use
Even though internet marketing has taken the world by storm, many people still view print media as a more “credible” resource. Placing a classified or display ad in a magazine or trade journal can be both effective and relatively inexpensive.
In addition, this marketing strategy can be a great way to plan your advertising out for weeks, even months, at a time. You are also able to target a very specific demographic with these publications.
Basic Action Steps
- Choose a Demographic
Step One: Identify Your Targeted Demographic
Trade journals and most magazines focus on a very specific area of interest (i.e. luxury travel, Labrador retrievers, private airplanes, personal finance, college football, etc.) therefore it is very easy to identify your target audience and appeal to their emotional hot buttons. After all, people who subscribe to trade journals, hobby and niche magazines do so because they are passionate about their particular trade, interest or hobby (as we all know, hobbies can be expensive). This is a market that might not ever look through the newspaper classifieds in search of a business opportunity BUT they will look through the classified ads in the back of their magazine. Effective ad copy that connects their interests to earning additional income will generate great leads for your business.
- Magazine and Trade Journal Research
Step One: Conduct both online research (Google) and offline research (large brick and mortar bookstores) to get an idea for the broad range of magazines and trade journals available.
Step Two: Pick 10 niche magazines and/or trade journals to begin with. If you have a hobby or an area of interest that you’re passionate about or have experience with, start there.
Step Three: Do these periodicals publish classified ads?
Yes? Continue your research.
No? Eliminate.
Step Four: Rate and Circulation Research
Look at their masthead or website to review their circulation, publication schedule (weekly, monthly, bi-monthly, quarterly, yearly, etc.) and their advertising rates.
Step Five: Write Your Ad Copy
Generic sounding ad copy will not work in a magazine or trade journal classified ad. You MUST appeal to your reader’s emotions.
For example, if you are a private pilot who flies recreationally you might subscribe to “Plane & Pilot” magazine. If you are a private pilot, chances are you either own your own airplane or you would like to own your own airplane. Airplanes are expensive. An ad like this would probably catch a private pilot’s attention:
Pay Cash For Your Own Plane Next Year.
I’ll Show You How.
www.MyWebsite.com
These types of ads are even more effective if your website URL (domain name) has something to do with aviation and if there’s some connection to aviation on your website itself.
Here’s another example: Nursing. While nurses are in high demand right now, it’s usually a high stress job with erratic hours and relatively low pay. “Healthcare Traveler” is a nursing magazine focused on traveling healthcare professionals. This might be a demographic which appreciates freedom and flexibility but is limited financially by the cap on a nurse’s compensation. An ad like this would probably catch a traveling nurse’s attention:
Six Figure Nurses
I Earn Six Figures While Traveling.
Nurses Can Too. I’ll Show You How.
www.MyWebsite.com
Step Six: Place Your Ad
Have the following information ready before calling the magazine or trade journal to place your ad:
• Your Ad Copy
• Your Business Name: It’s important to introduce yourself confidently as “John Doe with John Doe Enterprises”. Your tone and confidence will set the mood for the rest of the phone call. Remember, they WANT you to spend money with them. YOU are the customer. Be sure to remember you cannot use TVI Express as your business name.
• Your Business Phone: You can either use an 800# or your own business line, just ensure the greeting is professional and consistent with the company name you gave the salesperson. They will likely call to verify the business is legitimate.
Basic Tips & Tricks
• Always test each magazine or trade journal ad with one run before committing to a long-term agreement.
Intermediate Strategies
If you find that a particular trade journal or magazine pulls exceptionally well for you, consider testing a “Display” ad in addition to your classified ad. A “Display” ad is a larger ad placed in the body of the periodical in and around the content. Display ads can be expensive, so use your educated judgment.
Related Marketing Strategies
• Free Classifieds
• Newspapers
• Google AdWords
• Directories
• Ezine Marketing
For questions about Magazines and Trade Journals, please send an email to resources@michaelwyrosdick.com with “Magazines and Trade Journals” in your subject line.
