Post By: Ashley Liso
Despite the decreasing popularity print advertisements in today’s thriving digital-obsessed culture, big top fashion magazines such as Cosmopolitan and Glamour continue to gain total audiences of anywhere from 10 million to 15 million readers. In developing our limited budget plan, the Katie Diamond Jewelry team had hoped to showcase our brand in one of these fashion-forward mediums.
In conducting our research, the Katie Diamond team soon realized the harsh reality of advertising in highly known magazines: big names = BIG money. If you are a small-town business trying to score a full-page advertisement in Cosmopolitan, I hope you have $325,400 disposable in the pocket of your over-priced distressed Abercrombie jeans.
The truth is simple: small businesses simply do not have the funds to hold desired advertisement spots in the top trending magazines, despite how deserving such companies may be. Desiring to stay within our set $5,000 budget, my team and I turned to local media within the community where the Katie Diamond Jewelry Store is located. This is when we discovered our diamond in the rough – New Jersey Monthly.
Not bad for a local magazine, huh? New Jersey Monthly is exactly what it sounds like – a magazine that features all things New Jersey, including shops and fashion.
The magazine offers businesses a various sizes of advertisements to choose from, with clear deadlines on when materials must be submitted to be featured in the monthly issue desired. For Katie Diamond Jewelry, we found that a quarter page advertisement in New Jersey Monthly will cost $2,500, a fraction of the cost of advertising in the big leagues.
In print, New Jersey Monthly has approximately 510,726 readers, and is displayed in more than 1,300 retail stores. The magazine’s audience is 59% female, with 34% of readers shopping at advertised stores. Readers of the magazine spend $3 billion a year on items such as apparel, furniture, entertainment, and our specialty – jewelry.
In advertising in New Jersey Monthly, we hope to expose Katie Diamond Jewelry to our target audience of women ages 25-34 while positioning the company as a unique, yet prestigious brand of jewelry. Working millennial women are likely to encounter this magazine when traveling all throughout the state in prime locations. We want to reach the right audience and make the right connections with the limited budget we have, and with New Jersey Monthly, we will do just that.
So the bottom line is this – if you own a small-time business with limited funds, don’t be discouraged if you have to start advertising on a smaller scale. It is still possible (and likely) for small-scale advertising to drive big business. Local exposure can be extremely beneficial to businesses, and it is likely to create a loyal customer base within reach. You might find that your target market is much more easily accessible than you think, with much less of a cost than anticipated!
Group 1 (Ashley Liso, Katherine Braver, Jared Boba, and Amber Urena)