Getting the most out of press advertising (featuring Amanda Wright from Mackay Whitsunday Life)
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In this episode of Marketing + Margaritas, Jade is joined by the delightful Amanda Wright from Mackay Whitsunday Life (MWL) to discuss how to get the most from your press advertising!
For those not in the know, Mackay Whitsunday Life is our FREE local community paper with an emphasis on community news, sport, + real estate. They do cover a bit of crime/drama but it’s not the focus – unlike other papers.
Amanda (a true Kiwi who will never part with her jandals 🤣) has been part of the MWL team for four years. With a varied background from copywriting to editing, she’s super knowledgeable when it comes to print media. So, Jade asked her to come along + spill the beans on why print media is effective + how you can make the most of it.
So, what's Amanda's story, + how did she end up at MWL?
Amanda’s advertising journey started as a copywriter for Ashburton Gardian (the last family-owned newspaper in New Zealand). She focused mainly on ads for businesses but her skills got noticed by her editor + she got a break doing features. From there, she transitioned fully to the editorial team before moving over to Dysart, Australia in 2012.
In Dysart, there wasn’t a whole lot of demand for her skillset so she started freelancing - for 10 years! From there she started working with local magazine CORE LIFE, before becoming the Mackay editor for MWL four years ago this month (happy work-a-versary).
Okay, but what’s Mackay Whitsunday Life all about then?
MWL is all about connecting the community, from Sarina up to the Pioneer Valley + Bloomsbury. They give a voice to those who might not typically have one. From death notices (a new addition, big congrats!), to community news + stories highlighting local businesses - the ability to connect these disconnected communities is such a vital service.
How can publications like MWL help with your marketing goals?
For MWL specifically, they are all about the community feel good stories. If you have something noteworthy that you think people want to hear about, send it through! If you’re still stuck, here’s our top reco’s for newsworthy stories:
Big deal awards: If you've won an award that's making waves, let MWL know! Local ones are fine but if you are doing well on the national stage especially, there’s a good chance you’ll get in the paper.
You do things differently: Is your business doing something unique? Do you tackle a job differently to others in your industry? It might not sound big but it’s this kind of story that makes for an interesting read.
Milestone celebrations: Is your business hitting a big birthday? 20, 30, or even more years in business is a huge achievement + MWL can help spread the good news!
Unusual local activities: If you're doing something that no one else is doing locally or even nationally, that's newsworthy. Maybe you want to start a fundraising campaign or are looking to get the community together for some kind of event. It’s this kind of article that Mackay Whitsunday Life is born to highlight!
But what about advertising? How can you get the most out of an ad package in print media?
Maximise your package inclusions: Ensure you're making the most of what's included in your ad package. It's all about getting the best bang for your buck! If they include photography, make sure you organise a date, if you get a half page, make sure you have enough content to fill it.
Change ad location + content: Don't stick to the same spot each time for your whole package. Try a front cover strip, place it in the sports section, or go for the back cover. Different placements reach different readers + it’s important to trial multiple spots to see what works best for your business.
Go for a series of ads: A series of ads offers more flexibility + allows you to try different combinations of placements/messages. Plus, you often get better deals + maybe even some editorial love!
Keep your message focused: Attention spans are short. Stick to one key message per ad to ensure it’s memorable. Definitely try using different key messages for different ads though. Just because you’ve got a series of ads, doesn’t mean you have to use the same key message for all of them.
And for Amanda's wrap-up tip…
Get personal: Don’t be afraid to share a bit of your story. That human interest angle is what makes your story memorable + encourages the paper to feature more stories like it.
Overall, MWL is a huge asset for the community, providing a vital service + giving a voice to those who need it most. If you want to be part of this local publication, reach out to Amanda + the team. They’ll sort you out + make sure your story shines!