In any publicity based promotion program there are a number of reasons why a client may want to buy advertising space, chief among them the need to put a specific message into a specific publication at a specific time. We also firmly believe companies, when well established and profitable, have an obligation to contribute to the support of the trade and professional journals that provide news and technical reporting for their trade or professional discipline. As most of these magazines are free (to a controlled and audited circulation) advertisers are their only source of support.
Sometimes there are message requirements which fall outside the news format demanded by publicity.
But typically, ads are necessary after publicity has milked the bulk of the potential industrial trade press coverage and the marketing need continues as it usually does. Smart marketing programs are ongoing – without interruption.
This case also exists when the client does not have a broad family line of products to provide subjects for a string of releases to generate inquiries from the heart of the market. When the string exists, a client responding to a publicity-generated inquiry for a specific product “A” with literature on the entire family line gets information on products “B” and “C” into the hands of the potential buying market. And again and again, when inquiries are generated by publicity on products “B” and “C”. Publicity and ads have the equal task of generating interest (inquiries). Literature indicates to the prospect that problem solving is possible. Sales solves the problem and picks up the check.
Advertising may also be necessary when a specific publication seems disinclined to accept opportunities to print news of the client’s products. In this imperfect world, a few editors, something approaching 20% of the trade magazine universe, equate advertising dollar expenditures with friendship and friendship with news value. If such an editor is sitting in the catbird seat central to a client’s market, an infrequent circumstance, the ad may be necessary.
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