Designing a Web Presence

Understanding web presence is like riding a bike; it is hard to grasp at first but once you understand the mechanics behind it you are flying.

Below is a diagram of the best practice steps towards creating a web presence for your business. This is one of the processes we will cover at our Learn + Do Online Marketing Series. Additionally at the series, we will not only explain what steps you need to take, but walk you through them in the session right then and there. If you like what you read and want to know more about the series call us at 519-265-4933 or email us at info@intrigueme.ca.

Designing a Web Presence looks something like this:



The first step of creating a web presence is narrowing down your focus point; what do you want your company to be known for? To go about this, pick 5 words that you want your company to be found for when people are searching online (these will be your keyword groups). These words can be any of the different services or products your company has to offer.

For example, a sporting goods store may have the following keyword groups: tennis, running, hockey, baseball and Underarmour (if you carry a specific brand you can make this into a keyword group too). Make sure whatever you choose for your keyword groups that you have matching content on your website so you are not leading people to your site looking for something that you do not offer.

Then within each of these groups, create tightly related keywords (try and have at least 5 keywords in each group). For the sporting goods store and the tennis keyword group it may look like this:
Tennis Gear
Tennis Shoes
Tennis Racquets
Tennis Apparel
Tennis Balls
The next thing to do is to create a Google Profile (you must have a Google account in order to create a listing). With the majority of people moving away from Yellow Pages and towards Google to find local businesses it is important to have a listing. To create a Google Profile simply Google "Google Places", click on the appropriate link and follow the steps - it is easy. Below is an example of Intrigue's Google Profile.



The next step is to add Google Analytics into your business' website. Google Analytics is a tracking program that shows data from your site such as how many people come to your site, how many pages were viewed, and how long the average viewer is on your website. Google Analytics can give you good insight on how your website is being used and what pages need work. To sign up for Google Analytics, once again Google "Google Analytics" and follow the steps.

Below is an example of the kind of information Google Analytics has to offer.



After you add Google Analytics, wait about a month to allow the software to collect data for you. After 30 days it is time to analyze your information. For example, if the average time on a page is less than you expect, review the content on the page. Ask yourself questions like "Is the proper information displayed on this page?" or "Should I add visual aids on the page to increase engagement?"

Once you analyze all the results and make the adjustments, wait another time period and get ready to refine your strategy. Marketing is very much based on experimentation. One must consistently try new things until you find what works.

Visit us at www.intrigueme.ca

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Getting New Customers - Balancing Advertising with Search Marketing

There is no question that times have changed and advertising is not what it used to be. That said, we now have an opportunity to do things differently. So, how do we do that?

In order for us to have a well balanced Marketing Plan, we need to combine Advertising with Search Marketing. Traditional Advertising such as Newspapers, Magazines, and Radio can help with this, but they are expensive and not as cost effective as they once were. The Intrigue Video Network is a great way to maintain a cost effective visual presence in your community.

Yellow Pages and other Directory Pages used to be the only way for someone to seek out a product or service locally. This is definitely the area with the most drastic change over the last 5 - 10 years. Google is the number one way people look for what they should purchase. 88% of Canadians reported starting their Christmas Shopping Online in 2010. Therefore, being found on Google is critical for acquiring new customers. It should also be noted that 98% of searchers do not go past the first page of search results.

Google Places and Google Adwords are great ways to create visibility on the first page of Google searches related to your business. One of the most powerful tools available to local businesses today is Google Analytics. This tool gives you the ability to track what online initiatives are bringing you qualified traffic and eventually sales. We now live in a world where we can bring accountability to our ad dollars!

There are thousands of videos on the three Google Tools we referenced above for you to watch and learn. If you would like an expert to help you with these initiatives, give us a call and we can discuss how that might happen.

Intrigue Media, Connect With Us!

What do you want people to Google?

What do you want people to Google?

Local Consumers have more information available for them to make decisions with today than ever before. Online reviews give consumers a chance to hear what others have to say about places around the city before even looking at the store front.

Google generates 3 billion searches every day, and 20% of searches are for local business.

So the question becomes, “What do you want people to Google?”

Of course, we can implement some Search Engine Optimization tactics and make our website get found for some search terms, but what if we could get local consumers to Google our business name instead of a general term describing our products and services.

For example, what if instead of “Tile Restoration”, someone Googles, “Strassburger Tile Perfection” or instead of Restaurants Guelph, someone Google, “Artisanale Bistro”. The point here is that people are looking for something they are familiar with instead of looking within a competitive set. So now the questions becomes, “How do we become familiar with our target market?”

This answer obviously depends on the business. But the answer still remains the same; we need to get ourselves out there, in front of the people we want to come visit us. Newspapers, Magazines, Direct Mail, Radio, TV can all prove to be expensive and do not have the same effect as they did 10 years ago.

So, alternatives are necessary in order for us to communicate cost effectively within a local community.

Intrigue’s TV Network provides local and regional businesses with the most cost effective visibility in the tri-cities. For $300, the price of a small ad in a newspaper for one day, you can have a High Definition Video playing every 20 minutes for a an entire month in up to 15 high traffic, local consumer environments in your community.

Visit www.intrigueme.ca to find out more about where you can have your message played and who you can play it in front of.

Intrigue Media, Connect With Us!

Updating a Website

To Update or Not To Update, That is the Website Question

In this article:

1. Website Marketing
2. What is Google +1?
3. Launching a New Website

Website Marketing

With the increasing popularity of online searching, websites have become more important than ever. Unlike in the olden days, consumers are now able to get a first impression of your business without even touching your door step. With websites, there is little opportunity to demonstrate excellent customer service to sway your consumers into purchasing.

The harsh reality is if a consumer goes to your website and is turned off by what they see, they will not come to your store. It is important that your website be engaging and catches the consumer’s eye. The website should represent your business in an appealing manner to get them to want to come to your store for further inquiries and hopefully a purchase.

Now, back when websites first started we all got lucky and had some friend or family member do us a favour and build us a website. The problem is, that it is five years later and we still cannot change the content on our front page, or replace that outdated picture. As online searching continues to grow, it is essential that your business grow with it and that includes updating your website. Your website should be a current representation of your business – not what it was five years ago.

Now, once you have taken the leap and updated your website (or purchased a new one) you can begin to let people know about it and start advertising. The question is, “how”? No matter what you are pushing out, whether it is a website, product, or service, it is ideal to have a well rounded marketing strategy which includes both online and offline promotion.

What is Google +1?

You may already know about some of the many ways one can drive traffic to a website (Facebook, Twitter, AdWords) but it is important to keep your eyes open for new online tools. One of the newest services on the market is Google’s +1 button. I am sure many of us have heard about this new feature lately but are unfamiliar about what exactly it is. Google’s +1 button is similar to Facebook’s like button in the fact that it lets people recommend web content to their online community right when it is most needed – when they are on Google Search looking for something they need. According to Google, 90% of consumers online trust recommendations from people they know. By having +1 on your website, it can lead to more and better qualified traffic since people might see your website as a personalized recommendation from one of their contacts. People are more likely to click on a search result if it is personally relevant to them. To find out how to get +1 on your website click here.

Launching a New Website

Offline marketing, such as video advertising, is also a great way to promote your website and is often recommended as the first step in your campaign. Remembering a website URL is much easier than a phone number or address so use this to your advantage. Whether it is through a video, ad in the paper, ad on a bus etc. try and direct people to your new and improved website for a chance to build a stronger connection between your business and them.

A successful website re-launch should follow a process similar to the one below:
People should see ads about your website and business out in the community.
They will visit your site on their phone or go home and visit your website and build the initial impression.
They experience your website and find information & value about what they are looking for. You design the site so that it captures information about your visitors. Click Here to see how Online Marketing Works.
If they like what they see they will go and physically visit your business or connect with you.
From there, it is all up to you to convert that visit into a sale.
Intrigue Media is here to help our clients do just that, turn viitors into sales. We do this by bringing qualified potential customers to our client’s businesses. Visit our website and start building your impression of us! If you like what you see, give us a shout or send us an email so we can begin to see whether or not we can help you accomplish your marketing and sales goals.

All the best to You and Yours,
The Team @ Intrigue Media :)

Visit www.intrigueme.ca to find out more about where you can have your message played and who you can play it in front of.

Intrigue Media, Connect With Us!

Developing Target Markets

Often, people describe target markets using descriptors like male or female, or families or couples, sometimes people use age, proximity or type of business, maybe even industry types. This is a good start, but we need to look deeper.

Many times, we witness ourselves targeting anyone that might want to use what we offer, and we forget that we want to focus our time and energy on finding the RIGHT customers, not just any customer. I am sure that you have some great customers ‘A clients’ and some not so great customers ‘C clients’.

So, what do those great customers look like?

Here are three methods you can use to profile your target markets to help you understand what your RIGHT customer looks like.

1) Demographics
This is probably the most used method for trying to create a target market. Characteristics like gender, age, income, education, geography, ethnicity and so on are used to filter out who do not want to speak to. The thing is, this dos tell us much at all with regard to our target market. Picture this; two mothers of two children each, each making the same amount of money, in the same community, with the same education, and both the same age. Now picture that one mother prefers to be frozen dinners and the other shops at the farmer’s market. Demographically identical, yet complete opposites from a consumer perspective. This means we need more.

2) Attitudes

This helps us understand how our RIGHT customers think. Think about your IDEAL customer, someone that works with you now, what do they look like? How do they think? What value do they perceive about you and your product or service? Do they value professional advice? Do they want the least expensive option? Do they want quick delivery? Are they too busy to do it themselves? Do they want special attention?

We need to ask them, “Why do you work with us?” and then write it down and ask the next IDEAL customer. Once we understand why our customers work with us, and who they are, we can begin to understand how to speak to them.

3) Situations

Typically, they are action triggers that put people into decision making processes regarding a purchase. A couple might by a new home and need to fill it with furniture. A high school student might be graduating, and need a dress for Prom. What are your action triggers? What situations are your RIGHT customers in, when they decide to buy from you?

Once we understand what action trigger makes someone want to buy, we can begin aligning ourselves with groups, events, or other businesses that deal with those action triggers.

A furniture store might create alliances with banks, real estate agents, or mortgage brokers. A dress boutique may approach the school board with a proposal for their students, or align with banquet halls in the area.

The idea here is that we need to spend time trying to understand our target Market. So much so, that we can determine where and how to communicate with our potential RIGHT customers. Not just any potential customer. The more time and energy we waste on targeting potential ‘C’ clients, the harder it is for us to grow our businesses the way we want to.

The Value of a Brand

Creating and maintaining a brand can be difficult to do properly. What many forget is that all businesses have a brand. However, some are stronger than others. If one has planned a positioning strategy and designed a brand to reflect that position, as well as reinforced the brand to create clear expectations and familiarity in the marketplace, then one is maintaining a brand well.

On the other hand, one may decide not to place any resources into designing and maintaining a brand. One may operate their business daily, focusing on the daily transactions and customer encounters with little to no energy focused on brand strategy or planning. This also creates a brand, a very weak brand.

This article explains 3 benefits to creating and maintaining a strong brand. It should be noted that these benefits pertain to local businesses just as much as they do for larger organizations.
1. Familiarity & Confidence (Reduced Risk)
2. Clear Expectations (Value as Perceived from the Consumer)
3. T.O.M.A. (Being a part of the Consumers Decision Making Process)
Familiarity & Confidence (Reduced Risk)

As a start up or a 15 year old business, creating and maintaining a brand is critical to business success. Consumers need to know who we are in order to decide whether or not to inquire with us. Creating a brand that reflects our position in the marketplace and then reinforcing that message throughout our community is key to becoming familiar with consumers and reducing the perceived risk to buy from us.

We may be running a retail shop downtown, and we may position ourselves as a boutique, service oriented retailer with exclusive brand suppliers to the area. If no one knows that, how will they know to visit us. If they see us once or twice, they may not want to risk the time and energy to see us when it comes time to make a purchase. But, if over time they see us, hear about us, and ask about us, then they might visit us. The kicker here is to ensure that when they do visit us, their experience matches their expectations.

Clear Expectations (Value as Perceived from the Consumer)
As we design our brand to reflect our position in the marketplace, we must keep in mind that it must be consistent with the experience people will have with our business. Our brand is used in all of our communication to the marketplace, and that communication must create clear expectations of what to expect from us when you deal with our business. The communication also needs to be customer focused, not product or service focused. Meaning we need to communicate value to our target market from their perspective. Using the retailer from above, we might state that one can come to us to find the brands that are typically found in Toronto or New York without having to go there, communicating convenience for our target market.

T.O.M.A. (Being a part of the Consumers Decision Making Process)

Top of Mind Awareness refers to what a consumer thinks of first for any given offering. For example, I say Toothpaste, you think... well whatever it was; that brand has your Top of Mind Awareness. Now everyone uses toothpaste, at least we all hope so, which makes this an extreme example, but the concept runs true. Think of a clothing retailer, what is the first name to mind? Understanding this, we must design a marketing plan to communicate to our target market so that over time, we begin to creep into the minds of our potential customers/clients. This gives us the opportunity to be a part of their decision making process when it comes time to buy. When someone needs what we have and they are weighing their options of where to get it, we need to be the first business they think of in order to capture as much market share as possible.

The Value of a Brand

A strong brand will lead to more sales and is the beginning to creating business success. Once your brand has been developed and maintained, you must ensure that you live and breathe the brand from every point that your customer/client connects with it, from your advertising, to your customer experience, to your follow up. Consistency will help you develop loyalty, and loyalty will bring you the business you dreamed of to begin with.

Do Your Ads Make You Money?

This is a very important question, and is usually difficult for business owners and marketing managers to answer. We can answer this question; it just takes a little discipline. There are 3 main factors to answering this question:

1) Knowing Your Acquisition Cost
2) Measuring the Leads Generated from a Campaign
3) Tracking Your Conversion Rate on Those Leads

Knowing Your Acquisition Cost
First, what is your average sale? Really think about the average. Out of 20 sales, what is the average? Next, what is your Average Gross Margin on a sale? What is left after Variable Costs on average? Now that we know our Average Gross Margin, we can determine how many sales we need to break even on a campaign. But wait, there is more… We also need to understand the lifetime value of your customers. So, on average, how many times does a customer buy from you? And, how many years do they come back for? Now you can begin to understand what a new customer is actually worth to you, which means we can understand how many new customers we need from a given campaign.

Measuring the Leads Generated from a Campaign
We touched on this subject last month. There are a variety of ways to measure the leads brought in from an advertisement. You can visit our blog at http://intriguemediacanada.blogspot.com/ if you want to read up on ways to do this.

Tracking Your Conversion Rate
Okay, let’s say that you are spending $2,000 on an ad campaign. Your Average Gross Margin is $200 and Customers, on average, buy from you once a year for 2 years. So, we know that you need 10 new customers to break even in your first year and receive a 100% return in the second year. Let’s pretend we want to break even in the first year. That means we need 10 new customers. If our advertising campaign brings us 20 leads, we know that we need a 50% conversion rate. If we track who comes in from the campaign and who buys, we will see our conversion rate. If it is lower than we need, we can work on improving it.
Understanding these three factors will bring you one step closer to answering the question, “Do Your Ads Make Your Money?”

4 Simple Ways to Measure Your Ads

1) Use a Different Phone Number

This can be a very cost effective and straight forward method to evaluate your ads. All it takes is a phone call to your phone supplier and they will set you up with a new number that uses a separate ring tone when someone calls you.

The investment is usually around $12/month for a separate number on the same line. This way you can tell that anyone that calls that number is coming from your ad.

2) Use a Landing Page with a Unique URL

This can also be a very cost effective method for tracking your ads. By creating a separate landing page url for your ad, you can determine what type of response your ad is getting with consumers.

The key here is to have some sort of Website Traffic Analytics set up. We always recommend Google Analytics. It is free and easy to use. If you don’t know how to get that started, give us a call and we can help you.

3) Use a Survey or Questionnaire

This can be laboursome but can also offer the most insight into the effectiveness of your campaign as well as provide you with a chance to gather more information about your customers.

4) Use a Compelling, Unique Offer

This can work, but is not always the most effective. One thing is for sure, if anyone comes in asking for the offer, you know you are getting response. The key here is to test different offers over time and try to hone in the ones that bring the best response.

Once you have identified the top two offers, invest in a larger ad spend and drive traffic to your business.

3 Components to Writing an Ad

Target – Offer – Copy

The three components to writing an ad are written above in order of importance.

Target

The first part to creating any ad is making sure it is placed in front of a good target audience. No matter how good the offer and copy, if the ad isn’t in front of the right people, you will not get any response.

Offer

The next component that needs to be considered is the offer. You need to make sure that the offer is strong enough to make the targeted consumer take action. With an offer, you want to make it something that has a high perceived value, but doesn’t have a high cost to the business.

You can partner with a supplier to offer a product. A restaurant could partner with a local vineyard in order to promote a new local wine, and sell it at the restaurant for next to nothing. The ad could be "Come in for dinner during the week of March 10th through March 17th and receive a bottle of wine on us."You can also use a service as an offer. Delivery, installation, massages, evaluations, hair cuts and styles, etc. The idea here is to use something that has a low variable cost, but also a high perceived value.

Copy

The last component of any ad is the copy. You want to find the best way to communicate the benefits and why you are better than your competition with the copy written for your advertisement. The key is to have consumer oriented communication that follows the "WIIFM Rule" What's in it for me? Be sure to keep that in mind for your audience.

Existing Demand vs. Latent Demand - Advertising in Guelph, Kitchener, & Waterloo

Making the distinction between existing demand and latent demand is very important when creating an advertisement. Existing demand is exactly that; people that already consume your product or service, whether it is from you or a competitor. Latent demand refers to consumers that have either decided not to spend their money on the product or service or do not understand why they need it.

From a marketing point of view, making this distinction is critical in ad creation. Speaking to someone who already consumes your type of offering means that we need them to come to you instead of someone else, or come back sooner than later. This means that the message needs to cater to that purpose. An offer or sale might work, a packaged offering might be an option, and other ideas can be explored.

If the ad is aimed towards latent demand, then we need to emphasize how your product or service will benefit the potential consumer. Showing people what life would be like with your product or service, and how it solves problems that they experience. The idea here is that we need to demonstrate why they need to spend money on your offering. Whereas existing demand does not need convincing, they need persuasion to come to you and not someone else.

Making the distinction between existing demand and latent demand is very important, so be sure to take it into consideration for all of your ad campaigns.

AIDA - A Great Formula for Successful Advertisements

Here is a simple formula to consider that might help when putting together and advertisement in any medium.

AIDA

A – Attention
I – Interest
D – Desire
A – Action

The first step to creating an ad is getting the reader’s attention. This is crucial to the success of an ad. If you can’t get their attention, then your ad will flop.

Once you have got their attention, you need to get them more interested in the product or service that is being offered. You want to start talking about benefits. People want to know what is in it for them.

You then want to build on their desire. You can do that by playing on emotions. The basic emotions are to be more loved, accepted, respected, or to have improved self-esteem. This is the stage where you can touch on the frustrations that people have with the particular product, service, or industry being advertised. You then want to build the vision of what life would look like if the frustrations were gone.

It is then time to get the reader to take action. This comes at the end of the ad. You need to tell them exactly what to do to fulfill that desire. It is very important that you make it easy. Give step-by-step instructions and do not assume the reader will know what to do.

Focus on this simple formula and your ad will have a great chance for success.

The 4 P's of Marketing are out, the 4 C's are in.

4 C’s of Marketing.

Anyone who has ever taken a marketing course would know of the 4 P's of marketing...
Product, Place, Price, and Promotion. These four aspects were created in order to simplify how to sell a product or service. And for years it worked well, but times have changed and so have consumers.

Below is the 4 C's of Marketing and how they relate to the 4 P's.

1. Customer Value (Product) –
'Product' was based on what the seller offered, 'Customer Value' refers to how the product benefits from the buyer's point of view.

2. Cost to Customer (Price)–
'Price' was based on the price of the product or service, how it related to competition and cost, 'Cost to Consumer' refers to every and any cost incurred during the procurement of the product/service (shipping, time to get to the store, parking, gas, etc)

3. Convenience for the buyer (Place) –
'Place' referred to the location of where something would be sold, 'Convenience for the Buyer' refers to how easy it is to find information and purchase. With e-commerce available, catalog sales, delivery services, some businesses (like amazon.com) barely need a store or 'place' at all.

4. Communication (Promotion) –
'Promotion' referred to how one would tell a market about a product/service, 'Communication' is a dialog, a two way communication. Market research, social media, and formalized customer feedback gives businesses a chance to listen to their customers and begin to try and better understand their needs.

The idea here is that businesses have shifted or are shifting to a much more consumer focused orientation in order to maintain a viable business model and market products and services successfully. So, I ask you... do you know what your customers want? Have you asked them? or even better, do you give them a chance to tell you?

Market Research

Market Research, that is what Coca Cola does when they launch a new drink. We are a small company, we cannot afford to hire Ipsos Reid or Neilson to do research for us! WRONG! Wrong in a way that you DO NOT NEED to hire research pros. You can do it yourself with a bit of creativity, energy and discipline.
Here is a success story about small business market research. A true story. A woman in a mid-size town noticed a beautiful store for rent. 1,400 square feet. Nice size. Best location in town, right on Main Street and next to a very busy café. The woman has an interest in fashion, kids are in university, husband away for work, yes, my own store would be great. A shoe store, yes, that is it. I was talking to all my girlfriends, they were excited, yes, we want a great shoe store in town. Done deal. ……. Can I live off my girlfriends buying shoes from me?, forgodssake, I need to sell 2,000 pairs to break even….. Will “normal” people buy shoes from me? There is a national chain store in town, there is Wal-Mart (yeah, we are better than them), there is another independent store that seems to be doing well….do people want a shoe store? Would be nice to know before spending umpteen thousand dollars in inventory. Main Street is very busy on Saturdays. Folks out there shopping. Hmm, why not ask them, the future customers?

The lady prepared a simple questionnaire, only 4 questions. Her daughter and 2 friends went out on Main Street and asked 150 passer buys, right in front of the proposed store, these 4 questions. It turned out….not many people wanted a shoe store but 64% wanted a bakery! Well, apart from fashion, the woman is a hobby chef and has interest in good food. To make the story short, she opted for a bakery. It has been a success. Actually, people say we needed a bakery in town. No regrets about the shoe store.

This is an example, how a small business owner conducted a very simple market research – yielding dramatic results. And the cost: $ 0.00.

Of course, you are not opening a new store every year, but every business needs some kind of market research from time to time. You need to know your customers - who are they? What do they like? Where are they from? How do they rate your business? Don’t you think this is crucial, vital to your business?
Here is an example of what you can do: An ongoing issue for all small businesses is advertising. How do I spend my dollars wisely? How, where should I advertise? Research can help! Your existing customers can be a wealth of information; start a simple routine on cash check out and ask them for their postal code. This will tell you where they live. Trivial. Let’s now assume you offer a unique product for which people would not mind travelling a bit. Advertise this product in the neighbouring town, say in the local paper of this town. As you continue asking for customers’ postal codes, you will (hopefully) notice, that you now have indeed attracted customers from the neighbouring town. Proof that your advertising works. Your cost: $ 0.00.

In short, be creative, think about what you need to know and come up with simple solution to find out. It is easier than you think. Be creative. You won’t need Ipsos Reid or Neilson for that!

Local Television - Is it staying or going?

Check out this article from the Kitchener Record.

It will create a little clarity around the subject of Television Networks looking for more money from people.

http://news.therecord.com/Opinions/Editorials/article/630488

Maximizing & Simplifying Your Message

Far to often we see video and advertisements that suffer from a condition known as "Information Overload". Many advertisers and businesses try to force large complex messages into fast and overbearing ads. If there is one thing we have learned at Intrigue Media, it's that simplicity and minimalism are great tools in making amazing advertisements. Most people believe that attaching every word, image, and animation they want into an advertisement gives the general public a great deal of information to take in. However, it's more common for such a busy advertisement to switch off the viewers interest. The goal in simplifying your message is to give the audience a bite sized amount of information that is both easy to remember and interesting to look at. No one wins from a complex advertisement that nobody will remember or care to watch.

Planning

Planning is the first step to creating sophisticated and effective local marketing campaigns. Implementation and Evaluation are the second and third components and tie back into planning once completed. Marketing must be viewed as an integral strategic component of every business in order to compete with national brand names and million dollar advertising budgets.

Message, Medium, & Demand

The three variables to any advertisement are the Medium, the Message, and the Demand for your products or services. The ideal advertisement has a strong medium with a strong message on a market full of demand. Obviously, this is not easy. The goal is to do the best you can and evaluate your initiatives in order to better understand how to make your advertisements better in the future. Business is a long term practice. Overnight success does not happen (most of the time). Time, persistence, energy, strategy and demand will turn into success over the course of years. If an ad campaign fails, learn from it, try to understand why, and do not allow it to happen again.

When advertising in a paper or magazine remember a few things:

When advertising in a paper or magazine remember a few things:
1) The top right corner is the best place for your ad. People see the top right corner first as they turn the page, and gives you a chance to grab their attention.
2) The bottom right corner is the next best place. This corner is the anchor of the page and the final place the eye looks to before turning to the next page
3) Always avoid the gutter. The gutter is the inside of either page bordering the spine of the publication. Often your ad will be lost or bent, making it difficult to read.
Remember, people are lazy. When something is difficult to read, it does not get read.