There is a lot of talk about social media, but it is not the only option. Traditional media (newspapers, magazines, and television) are still viable options. The key is to have a balance of both types of media. Today’s post will focus on how to use traditional media.
Let’s start with a question: “Did you know that the average American watches 153 hours of television a month?”
AC Nielsen’s Three Screen Report shows that this statistic has been increasing over the past two years. Immediately, you can see there is a large opportunity here. Television is not the only option though.
75% of Americans are still reading their local newspaper, whether paper or online, according to the Scarborough Research report.
These statistics are important, but they do not mean you should only use this type of media because of the change in demographics we are approaching and simply the natural flux in society. Your goal instead is to know what type of media reaches each of your audiences. John Klein, a writer for the Philanthropy Journal, says “the key is focus, or targeting: knowing who your prospects are, recognizing their mix of offline and online media use and connecting with them at the right time with the right message.”
That sounds like a lot to identify and then act on. However, there are a few pointers that help simplify this:
--“Good ads counts”—I do not choose to watch much television, certainly very far under the 153 hours people watch on average, and even I can easily identify what ads are good. They are creative in their appeal but also present solid information. Simplicity is the key idea—presenting a few key ideas or statistics in a clear form.
-- Seek counsel from professionals—You do not have to spend enormous sums of money to get advice. Try connecting with free-lance art directors or writers. Either way, their insight is invaluable. Your story and mission does not matter if you cannot communicate it in the right way for the right audience.
-- Investigate prices—Print media has been declining so it is easier now to discuss rates for advertising. If you are on a tight budget, this is a wise idea. Talk with various companies and professionals and negotiate rates with them.
--Think through the process that a consumer receives media—You want to reach people at the right time so do some research into print and social media habits. For instance, sending emails should be done between 10am-2pm. What time of day is best to use social networks? What time are people more likely to watch television? Answering these questions and other similar ones will help you make the most of your investment in advertising.
Remember, it comes down to the concept of balance. Know your audience and you can begin to do this.
-- Jessica High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non-cash gifts online.