Mags are enormous business; at the moment there are a projected 150,000+ magazines publishes worldwide in dozens of languages. While most of these magazines are not precisely household names, it is obvious that there's a giant market for advertising in mags.

Advertisers benefit from the large number of choices in this media format as well as that magazines have a tendency to have a relatively narrow audience, allowing for a bigger degree of target selling than is possible in most forms of print media. Magazine advertising may not give you the same kind of readership as the national newspapers, but the capability magazines have to reach an audience makes them extremely appealing.

Magazine advertising, like most sorts of print media can be placed where the marketer wants it to appear,eg a particular section of the magazine or maybe in the feature story. If you don't request a specific placement, your ad may appear anywhere in the magazine; though many advertisers feel it's well worth paying a premium to have their advertisement placed where it is absolutely certain to receive the notice of readers. Since many publishers will be pleased to work out a ROP price for special placements, don't be frightened to negotiate for the most favourable rate.

Some careful media planning including a meticulous cost/benefit analysis is critical to achieve a perfect ROI for your mag advertisements. The right placement in the right publication can yield phenomenal results in terms of brand recognition and sales, while a poorly planned media buy can represent a total waste of resources.

It's well worth your while to build good working relations with magazine editors, just as you would with executives working in other forms of media. Include them among the recipients of your product reports reports and press releases (possible sources of free PR not to be passed up, incidentally) and make a point of making a little time for them at events "it might not hurt to take them for lunch occassionally either.

Magazine advertising may not have quite the same level of traceability as do pay-per-click advertising, but they remain an invaluable tool for building awareness and customer commitment in a targeted audience over a period. Magazine readership tends to be terribly regular, with ongoing mag campaigns a guaranteed system of making the repeated impressions which lead to sales.

They may not be as trusty a method of driving swift sales, but mag advertisements have a ability to build brand identity and awareness which Pay per click advertising simply isn't capable of. It's a quality that makes magazines an advertising location which firms would be well advised not to pay no heed to.

Another advantage of advertising in mags is the much larger flexibility in design they offer to the merchant; and the much greater aesthetic appeal they supply to the consumer. While this is also something outside advertising can offer to a certain degree, a mag advert invites the reader to look closer, allowing bigger latitude for creativeness on the part of the merchant.

Magazine advertising in publications which attain your focused demographic make an ideal place to scream about your brand and get out your message about what you can do for these potential buyers. It's maybe the most visual of print media - a format which can let you are saying a lot more to the consumer than you might think.