On the previous page we showed why association newsletters are the best at reaching professional groups.  

Besides the inexpensive ad space, your graphic message is much cheaper to create - compared to the ads for large circulation magazines.  Usually the trade newsletters are black and white - which is OK, because their readers are used to this frugal aspect.  So you don't need to spend anything on color separation.  (Your website address should be part of your ad, and on the Internet color is free anyway).    

If color is an important feature of your products, many trade newsletters will allow you to insert your own fliers.  The insertion is not expensive - usually the same price as their full page ads.  However, in that case you need to give them printed fliers.  Before you make a decision, find out how many copies you would need.  Full color copies may end up costing one dollar each, especially if you use two color pages back to back. 

Consider running a "classified" ad as well on the same publication.  It's very cheap.  This way you'll reinforce the display advertisement.  Many people automatically scan over large display ads, moving rapidly to the next page.  However, bargain hunters always read the classifieds in their trade publication - while other readers just want to see what their colleagues have to offer, and for how much. 

We always ask, on behalf of our clients, what other marketing opportunities are offered by the trade association.  The first question is a bit of a bluff: "While you run our newsletter ad, you don't mind adding a banner to your website, do you?"  They may do that free of charge.  If it turns out that they charge extra for the banner - at least we tried!  In any case - trade associations have other great marketing vehicles.  For more ideas, click on the "Alternatives" tab. 
 

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