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HOW AND WHY: ADVERTISING IN ACCESSORIES MAGAZINE
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Why advertise to the trade?
Trade advertising can help you achieve the goals you have set for your business. Some companies set short-term goals like generating traffic at market time, promoting a specific item or making an announcement. Others think about long-term benefits like increasing sales, generating awareness of their brand name, giving the trade an up-to-date image of their company or changing their overall customer mix. The ultimate reason is to increase sales and profits.
Why Accessories Magazine?
Accessories is the only publication devoted exclusively to Fashion Accessories. Our features, roundtables, surveys, profiles, advanced trends and fashion visuals offer an overview of the entire market. Our retail readers all buy accessories.
Concentrate your efforts for best results.
Successful campaigns follow a simple formula -- they run their biggest and best ad in Accessories and run it as frequently as their budget allows. Consider these facts about Accessories Magazine:
- Accessories Produces Response
81% of the retailers in a research study said they look at the advertising in Accessories to find new resources, and an amazing 53% said they contacted a company to place an order as a result of an ad in Accessories.
- An Exclusive Audience
You can’t reach our readers with any other medium. Accessories’ audience is huge and mostly unduplicated. Even the largest of our competitors is read regularly by less than 25% of our readers.
- We’re Deeply Committed to the Industry
When you attend regional markets, trade shows or industry events, Accessories is right there with you. We’re an integral part of everything that happens in the women’s accessories business.
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What kind of ads work in Accessories?
Your Accessories representative can help you structure a program and concept that corresponds to your goals. Successful advertising follows basic rules:
- Product focused advertising has better response than all type ads, or those which emphasize only a "feeling".
- Show new or “classic” product which clearly represents your line and its focus.
- Maintain a consistent look throughout the campaign.
- Repetition is a strength it helps establish your company’s image and brand.
Creating an ad to appear in Accessories.
Based on your goals and budget you have several options:
- Advertising Agency - The right choice for those companies that want help with an overall marketing strategy. Good agencies create professional ads but that’s only the beginning. They will help you with sales promotion and take responsibility for as much of the creative process as you require. Be sure to choose an agency with a strong knowledge of fashion and trade advertising.
- Design Studio - If you have a good idea of what you want to do and just need someone to execute it for you, you will probably be happy using a design studio or creative service. Accessories works with a variety of people who have differing skills and cost levels. They can do photography, layouts, set type and make film to meet our requirements.
- Accessories Design Department - Accessories has an in-house staff to produce all the visuals that appear in the magazine. We will be happy to help you with layout and mechanical assistance. Your representative will convey your instructions. However, you will not have personal contact with the design department. This process works best if you have someone on your staff who can provide layouts or photography which we can complete for you.
Paying for your advertising.
If you are an established company with good bank and credit references you can apply for credit with Accessories. However, most new advertisers qualify for credit by paying for their first ad in advance. Thereafter, you will be billed upon publication of your ad and expected to pay within 30 days.
Contract Rates
You can reduce the monthly cost of your advertising in advance by signing a contract. A contract is good for one year from the date of your first ad with the exception of preferred positions or other non-cancelable space. Contracts really only serve to establish a basis for billing. If you sign a six time contract, you will be billed at the current six time rate for ads. If at the end of one year, you have run less than six ads, we will adjust your rates upward. This is called “short rating.” You will be billed for the difference in rates. If you have earned a better rate we will send you a credit or “rebate” for the difference. When rate increases are announced, you will have 90 days notice but you must pay the increase. These typically take effect in January.
We’re here to help.
If you have any questions about advertising or need information on markets, reps, retailers, etc. please call us. Our staff is knowledgeable, experienced and anxious to help you succeed. We know that as you grow, Accessories will continue to be important to your business. After all, good relationships are what successful business is all about.
CONTACT OUR ADVERTISING STAFF
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