As a traditional, well-established medium, press forms a key part of the media mix for many ARM clients....

However, there has been explosive growth in the market place in recent years, with the total number of publications increasing by some 27% during the last decade..

With over 11,000 consumer and business titles to choose from, coupled with the myriad of timing, sizing and positional choices, the importance of accurate targeting and planning in tandem with aggressive and innovative buying is crucial to hitting the desired audience, maximising value and ultimately delivering new customers to a client’s business.

All Response Media are leading press buyers with a wealth of experience in delivering results focussed campaigns for acquisition based advertisers.

The core of our knowledge is built through detailed response analysis. This enables us to provide the difference in response rates for many different variables including: campaign:

Different advert sizes Placement within different sections of a title Classified versus display considerations Right-hand versus left-hand Outside edge versus gutter position

Phone versus coupon versus web response Freephone versus paid-for phone responses One stage versus two stage response The use of price points and incentives to maximise response

A flexible approach to buying enables us to exploit short term opportunities that can deliver significant cost advantages. Our methodology is well understood, appreciated and useful to media owners. Indeed our strong proactive relationships dictate that publications often come to us first with such opportunities and that maximum value can be leveraged for our clients. The result is that some 70% of all our press activity is bought in this way.

Finally, we strongly believe in always looking to do something new or different – innovation is a key consideration during the planning process. Where relevant and justifiable in terms of delivering a tangible benefit, long copy adverts, pull-out supplements or features, wrap-arounds, advertorials and unique special sizes or placements can be utilised as a means to delivering stand-out, impact and ultimately response.

In summary, our depth and breadth of many years experience within the press arena can guide our clients to the deployment of the most effective national press, consumer or business magazines to meet their business objectives.