LOCAL MAGAZINES:  Leveraging a Community Connection

February 2008

Local Magazines can play an important role in local advertising efforts. They can extend the reach of a broadcast or newspaper plan and can be used to connect with hard-to-reach audiences such as upscale consumers or business professionals. The format of magazines also allows for a depth of communication not achievable in many other locally-based media, such as broadcast or outdoor. And for national advertisers, local magazines can provide community credibility and ground-level access not available from national publications.

When planning a local magazine effort, advertisers must consider all their alternatives, as the most obvious publications are not always their best option. In “Local Magazines: Leveraging a Community Connection”, we show how the full breadth of local publications should considered and why it is important to evaluate on four key factors: Circulation, Involvement, Environment, and Pricing.

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