In this issue:
Important Links
Spotlight blog of the week: Tom Peters
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2 tons of potatoes does not fit in a 1 ton truck
Most companies who use print media advertising, be it magazines, newsletters or the newspaper, cannot afford to always use full page ads. In fact, the vast majority of them never use a full-page ad. Partial page advertising, or a fractional ad, can be very effective. But all too often, they are done badly and good money goes down the drain.
If you're doing print advertising on a budget and need to utilize fractional ads, remember these tips.
~ You cannot fit two tons of potatoes in a one ton truck. Without a doubt, the most common mistake made is trying to pack too many images and text into the ad. Let white space help you emphasize your key message. Which means you need to allow for some white space!
~ They have to be able to read it to get it. Reducing the size of the type is only practical to a point. Don't go smaller than 11-point type.
~ Visually, less is better. Don't try to cram 6 photos into a fractional ad. Use a single visual that tells the story. That way you can make it bigger, which will attract the readers' attention.
~ Bullet. Air. Bullet. Air. Bullet points are great but you need to leave a little air between each one, otherwise they just look like a block of text and you've lost their power.
~ Use color for emphasis. Color can help the reader get the main message at a glance. It will also help the eye follow the flow of an ad, which increases readability.
Don't let the lack of budget minimize the effectiveness of your ads. Fractional ads can be very potent when done well. Use these pointers and you are on your way!
Branding Breakfast AND lunch - August 6th
We continue our new quarterly branding breakfast AND lunch in August.
Here's the scoop. Based on the survey results, we've changed things up a little. We've moved to quarterly branding breakfasts AND lunches!
We'll continue to do the breakfast meetings (we'll provide the food) at:
Workforce Center | 430 East Grand Ave (downtown)
7:30 am as usual (map it)
And we'll repeat the same content (you BYOL) at:
Simpson College WDM campus | 3737 Westown Parkway (classroom #9). Noon (map it)
Please RSVP and tell us -- breakfast or lunch.
This week's worthy reads!
If you can't say something nice...
How is your website holding up against search engine optimization?
Free magazine of the week - e Guide on Performance
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