The harder question is: are you doing it in the right place, with the right message, in front of the right people?
Because advertising without strategy is just spending money. And whether you’re placing an ad in a local programme or running a campaign across multiple publications, the same principles apply.
One of the most common advertising mistakes is choosing a platform based on habit or assumption rather than evidence.
Before committing to any advertising spend, ask yourself:
• Where does my target audience spend their time?
• What publications, events or platforms do they engage with?
• Is this a local, regional or national audience?
A well-placed local advert – like a matchday programme for a community football club – can be far more effective for a local business than a broad digital campaign with no clear targeting.
If you’re advertising across multiple publications or channels, resist the temptation to use the same creative for all of them.
Different publications attract different audiences. A trade magazine reader expects something different from a consumer lifestyle publication. A local community programme reader is in a completely different mindset to someone browsing a digital display ad.
Tailoring your message, tone and visuals to each audience isn’t just good practice – it’s the difference between an ad that gets noticed and one that gets ignored.
Even the best-placed advert will underperform if the design isn’t up to scratch.
Good advertising design:
✔Communicates the key message at a glance
✔Stays on-brand across different formats and sizes
✔Uses hierarchy to guide the eye to the most important information
✔Includes a clear call to action
Whether it’s a quarter-page programme ad or a full-page spread, every element of the design should be working towards a single purpose.
In a world of digital noise, print advertising offers something different: a tangible, focused medium that people actually hold in their hands.
Matchday programmes, local directories, trade publications and community magazines all reach engaged, specific audiences in a way that digital ads often struggle to replicate.
The key is making sure the design and message are strong enough to do the work.
The most effective advertising builds recognition over time. A single placement can raise awareness but a consistent presence – across the right platforms and publications – is what builds trust and drives enquiries.
That might mean:
• A season-long programme advert rather than a one-off
• A suite of ads across multiple relevant publications
• Print and digital advertising working alongside each other
Consistency is as important in advertising as it is in any other area of your marketing.
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