Ad Strategy: When less is more…

Advertising in fewer publications can cost-effectively improve your ad results. Five different studies by McGraw-Hill since 1950 came to the same conclusion: one or two trade journals will reach most of the readers covered by up to five publications – at a fraction of the cost.

A recent McGraw-Hill study of eight publications in four markets showed that, on average, the two leading publications reached 81% of the total market. Cahners reached the same conclusion in a study of 27 industries. In their findings, the first publication reached 86%, the second brought the total to 92%.

In our experience, repeat advertising in fewer publications improves ad impact. When the same people see the same brand name in the same publication, the results are multiplied. It will also earn you frequency discounts and value-added services from the publisher – like publicity and merchandising opportunities. So, don't spread your advertising too thin.

- Phil Sasso