The Photographer's MBA: Everything You Need to Know for Your Photography Business by Cincotta Sal

Author:Cincotta, Sal [Cincotta, Sal]
Language: eng
Format: epub
Publisher: Pearson Education
Published: 2012-11-20T00:00:00+00:00

Magazines

Cost = High Time = Low Return = Low–Medium

Magazines are another form of creating brand awareness. It’s not going to make you rich, but it is something that needs to be there in conjunction with other forms of marketing. It’s critical to a multiprong marketing approach that will help grow your business.

Before you start advertising in magazines, choose wisely. Make sure you’re reaching out to magazines that are hitting your demographic. There’s no sense in advertising your wedding photography in a family magazine. Every magazine should have a media kit for you, listing their audience demographics, income levels, circulation numbers, and similar information. All these things should factor into your decision and, ultimately, factor into the cost of advertising. Don’t mistake cost for quality. I’ve had the opportunity to be in some of the most exclusive magazines and paid $10,000 for a full-page ad with no results. I’ve then advertised in mid-range magazines for $2,000 per page and booked 4–8 weddings.

Whatever you decide to do, make sure your ad is powerful. Put your best work in there and have it designed by a professional. The worst thing you can do for your brand is to slap some pictures on a page with poorly selected fonts. It looks like a mom-and-pop ad and it sends the wrong message. Your ad should evoke some sort of emotion and get clients to take action.

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