Its a numbers game. Alway try to get offical figures of how much exposure you get , ie., how many magazines do they publish and then devide it by the amount of money for the cost. per copy. This exercise will give you the cost per thousand every time your ad features..

Also make sure the magazine is targeted to the right market in your area. ie The motor section of your local paper is ideal get a response for car window tinting.

Negotiate hard and get a deal on stand by rates also. Try insists on a editorial,because you have a news worthy story. ie. New technology ceramic tint that looks like a regular tint put stops 74 percent of the IR heat.

Make sure your ad stands out from the rest of the ads. Give it a” wow ” factor with some stong copy, ie. free hand held alarm to the first 50 customers ,free removal of old inefective tint, new life time garantee, 20 percent discount on presentation of the ad. ect.

Last but not least .put a special extention number with the phone to identify the response rate. Keep the ad for some time it give it a chance to get some momentum , and if you are not getting the right return on campaign,” take your money and run”, Try other ideas ie.miniature bill boards, distributored through out your area.
I can go on and on as I have been playing the game for decades. But I dont want to bore you.

Leon Levy Klingshield South Africa.