FREE Distribution is POWERFUL!
Businesses sometimes overlook the benefits of advertising in a free distributed magazine, believing that subscription or targeted Canada Post route mailing is better.
Here are some of the reasons why advertising in a free magazine that is picked up by the consumer themselves is so powerful.
The prime reason is that consumers are CHOOSING to pick up the magazine. This has enormous consequences. It means they really WANT to read that magazine and are READY to engage.
Consider the magazine subscriptions you have purchased. We all think we’re going to read every issue when we place the order. Sooner or later, that must-have subscription is pushed to the side, to read later and often, never. Compare this with a magazine you pick up and bring home with you from a street box, or the free rack in your grocery store. Your intent is clear and purposeful – I want this magazine and I am ready to read it NOW.
Consider the magazines or mailers you get, unsolicited, in your mailbox. Are you prepared to drop everything to read them? Are they particularly targeted to you? Chances are you happen to be on the route chosen randomly that month by the distributor and they are just HOPING you’ll take some interest. I frequently get deliveries that are not suited for me at all – and they go straight into recycling. So, if the magazine you are advertising in uses this method for their distribution, consider that a portion of the magazines will not end up in the hands of your preferred customer.
So, when you are deciding where to place your advertising, consider that readers who choose their magazines with INTENTION are more valuable than readers who get the magazine put into their hands randomly. These are the readers who grab the magazine and bring it home with them as their invited guest.
INSPIRED Magazine is proud to be a free distributed magazine that readers pick up because they are choosing to. They eagerly await every new edition. They love the content and see the ads as part of the enjoyable reader experience. Advertisers get maximum exposure when they have a highly engaged reader.
We are also proud to report that we recycle less than 5% of our magazines – this means over 95% of all the copies we print end up in the hands of readers. (Most magazines recycle between 40-60%.) In fact, our leftover copies are usually re-distributed in a location that ran out early, or used at special events, so we often do not have any magazines to recycle at all. A win for our readers, and for our advertisers.
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