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Frequency Is the Key to Advertising Success by Jeffrey Moses

When designing and placing ads, many small business owners search for the magic bullet: an ad that is so compelling that customers will immediately pick up the phone and call to make an appointment.

The reality is, however, that advertising is a process, not a one-time event. Advertising research has shown that a consumer usually needs to see an ad five to seven times before responding. This is what the ad industry calls the rule of seven.

Following are ways to incorporate the rule of seven into your advertising efforts:

Target Marketing
Maximizing a marketing budget is simplistic: the best way is to run the least expensive ads possible to reach the widest audience of likely buyers. For example, if your company repairs boats, general newspaper advertising may prove ineffective from a cost standpoint, because only a small percentage of readers will be boat owners. Ads in regional boating magazines, however, may be much more effective, because although each ad will cost more than the same sized newspaper ad, almost every reader of the magazine would be likely to use your services.
Research has shown that ads in highly targeted media produce better results. In fact, a general rule states that when nearly every reader of a magazine or newspaper is a likely buyer, you can effectively run a full-page ad. A larger, well-designed ad will help your ad get noticed from among the clutter, and help move you toward the rule-of-seven threshold.

Ad Frequency
Another marketing aspect to consider is how often a specific ad should run. Clearly, it's better to be noticed by buyers seven times in seven months, rather than seven times in seven years. But there are so many ads being run in all media that it's not possible to know exactly how often a general reader, viewer or listener will notice a specific ad.
When working with a limited budget, there's always the choice of advertising frequently for a short period, or advertising infrequently over a longer period. It's often better to spread an ad campaign out so that customers are continually seeing the ads, as opposed to saturating the media for one or two weeks and then not advertising again for a year.
But even when spreading a campaign out for an extended period, with fewer ads running per week or month, it's possible to place ads during the same day of the week (in the case of newspaper or radio advertising), and even during the same time of the day (in the case of radio). Theoretically, this approach would maximize the chance that the same potential customers would encounter the ad five to seven times during the extent of the campaign.

Going Beyond the Rule of Seven
Some of the nation's largest TV advertisers run a new commercial dozens or hundreds of times daily. Clearly, their experience (usually based on tested results) has shown that for their purposes it's best to bombard the media in hopes of reaching the rule-of-seven goal as quickly as possible. If these large companies have found this approach successful, some small companies may, too. Before you consider this approach, however, you may want to see how many ads your budget can handle.
On another note, it's always tempting to abandon the ad campaign before it really gets going. The company owner may read the newspaper daily, noticing the ad each day and think that people are getting tired of it. But the general readership is not noticing the ad every day because there are too many competing ads. In other words, don't jerk the ad too soon until you receive feedback that sufficient numbers of potential customers are seeing your ads.



Tell us what's important to you. We listen! Call 303-770-1981 or email Publish [@] milehighnaturalawakenings.com (links disabled due to spam). Download the 2017 Media Kit, Email us about pricing & packages, or check out the Resources page with lots of other info.

Specific advertising info here.

Mile High Natural Awakenings departments include (either every month or at various times):
  •  Publisher's Letter
  •  OpEd
  •  News Briefs, Health Briefs, Global Briefs
  •  Local Insights
  •  Community Spotlight
  •  Interviews
  •  Healthy Child
  •  Conscious Eating
  •  Healing Ways
  •  Wise Words
  •  Green Living
  •  Natural Pet
  •  Fitness Focus
  •  Feature Articles usually around theme of the month
  •  Calendar of Events
  •  Classifed Ads
  •  Display Ads
  •  Community Resource Guide
Natural Awakenings demographics

    The Natural Awakenings family:

  • January 2015 will mark the 21st year that Natural Awakenings magazines will have been published!
  • In October 2014 we printed 1,527,875 magazines
  • With a readership calculation of 2.5 X circulation, our readership was 3,819,875
  • We distributed 197,831 digital copies of our magazines
  • We distributed our magazines at 46,748 distribution locations nationwide
  • 91 magazines are currently publishing
  • NaturalAwakeningsSingles.com began in February 2013. Since then through the end of October 2014 5,964 new members have joined.
  • We officially opened the Natural Awakenings webstore (www.nawebstore.com) in December of 2011. We began promoting and selling Natural Awakenings Detoxified Iodine in August of 2012. Since then, thru October 2014, we have sold 8,463 bottles. We have also been promoting Stops Pain Plus and have sold 1,449 units as of the end of October 2014. We also began promoting a wonderful product named DermaClear and have sold 1,228 jars. As of April 10 we have begun selling Pleasant Dreams, a new natural sleep aid product. And beginning in August 2014 we have made available our new Natural Awakenings Organic Green Powder.
  • 36,000+ people have downloaded our iPhone/iPad App.

    In our recent Readership Survey, respondents tell us:
  • 61.5% have been reading Natural Awakenings for more than 2 years
  • 21% purchase from our advertisers between 1 and 3 times per month
  • 34.7% share their monthly copy of our magazine with 2 or more additional readers
  • 80.5% are female
  • 48.6% are between 35 and 54 years of age
  • 59.8% have one or more college degrees
  • 57% have an annual income in excess of $45,000 per year
  • 89.1% purchase healthy or organic food
  • 51.5% attend spiritual or healing events
  • 45.9% attend exercise or fitness events
*Demographic results from audits conducted by the CVC Verification Council for Natural Awakenings magazines.

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