I'm trying to figure out where to spend my advertising money (which is VERY limited). Would you, as a consumer, be more apt to respond to an ad for services in the Austin Chronicle or The Onion?
Last time I got an ad in the Chronicle, it was a 1/32 display ad in the Services Directory (which amounts to slightly smaller than a business card), which also got me a free line ad. I ran the ad for 2 weeks. I got 2 phone calls. One amounted to nothing, but the other turned into a private client, who referred a friend to me, who has also become a client, and who has also referred a friend to me who is also becoming a client! A very lucrative Return on Investment, that! The Chronicle distributes 90,000 copies each week to more than 1700 locations around town. I'm strongly considering running a Back Page ad for 8 weeks (starting the week of Thanksgiving), which starts at $27 per week, and I get 8 weeks for the price of 6. One client who signs up for 2 sessions will *almost* pay for that, so I think I'm going to do it.
On the other hand, I spoke with a rep from The Onion a few weeks ago, and they have a more attractive package for a bit less money. It's a larger ad, it's in color, and I get free design / layout help. The Onion has a distribution of 40,000 copies each week to 1100 locations, and the demographics of their readership as shown online is quite impressive to me (72% make $50K per year and up, 83% have at least some college education, 50% are between the ages of 35 and 55). I have not advertised with them before.
I'm trying to figure out if I can actually do both, but for the sake of this poll, I'm curious - if I have to choose which one, which should it be?
Saturday, November 14, 2009
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