Press Advertisements

Press Ads Compete with other Pressing concerns!

The Medium Specifics.

• This is a medium with great amount of clutter.
• You are competing for readers’ attention with the latest news, and other ads, that may often be larger than yours.
• So the getting the attention part is of utmost importance.
• Many pages are just browsed by readers, so if you don’t have a premium position, getting read going to be an uphill task.
• It is also an expensive media, so your copy and communication is even more important. A lot rides on it.
• This is a medium when repeat ads can cause cascading reaction.

My attitude to writing Press Ad Copy:

I tend to use a minimalist approach to writing Press Copy. The medium demands that the communication be quick and preferably direct. I know that teasers are sometimes preferred, but unless properly planned, teasers can lead to a lot of wastage. I prefer ads with a lot of white space. This offers relief to the reader’s eye. The headline is the bait, and it should be thought provoking enough for the reader to stop and read. The body text should be as little as possible and should be to the point. No narratives here. The approach should highlight in no uncertain terms the USP. And yes, I always advise the booking of definite positions. Given the fact that you are spending money, might as well spend a little more to ensure that the bulk of the money is not lost.