The financial lifeblood of most magazines, consumer or trade, is advertising. Magazines need them to help pay the bills, and advertisers need them to communicate to their target audiences. But not all ads are made the same.
The goal of an effective ad is to relay a single message. If the message is received by the intended audience – the ad did its job. But if eye balls glance over it and the page is turned, then the advertiser just wasted its money. So what exactly goes into making a business-to-business avertisement effective, and thus prevent the page from being turned? Three things: a clear message, brevity and good photography. (more…)
