The cost of print advertising depends on many factors, such as the circulation of the publication, ad size, ad placement, and whether color or black and white. To truly calculate the cost of print advertising though, it’s necessary to know what returns that spend produces and that’s why the LogicLab Media Marketplace was created.
In the planning stages of print advertising campaign planning, the cost of print advertising is generally matched against general demographics provided by the media vehicles being considered. Although typically these do not match the advertisers definition exactly, modeling or broad segmentation by either the advertiser or their agency creates a “best fit” type of match. The dominant variable here is size of the audience, thus giving the advertiser a higher proportion of people who will see the ad who also match the advertisers target definition.
Cost of Print Advertising in Evaluated in many ways
The LogicLab Media Marketplace removes that fuzziness. Instead of having to buy on general demographic variables, the cost of print advertising can be evaluated against an index of which media vehicle delivers the most individuals who match the advertiser’s specific target definition.
This allows the advertiser to extend their brand reach in a very focused and precisely targeted way. So the cost of print advertising is no longer just about broadcasting to as many as possible, it’s about reaching the specific target consumer.
After a campaign concludes, LogicLab gives advertisers a way to evaluate their cost of print advertising against which of those target consumers took the desired action. By ranking media vehicles by their delivery of the desired target consumer response, advertisers can now calculate ROI based on cost of print advertising and the number of target consumer responses delivered.
