Making a good impression in print ads

If you've decided to pay for print advertising, make sure you get a proof of what the ad will look like.

If your art doesn't look amazing in the ad, then don't run the ad.

Some publications, especially those on newsprint, will give you very poor image results, as you can see by the example pictured here. I would assume the image is a pencil portrait, but other than that, I have no idea what that picture is...the artist's contact information was nearly impossible to read.

Besides the lack of clarity in newsprint, there is also the issue of the ads on the other side of the paper showing through.

If you decide to let the ad run when the image doesn't look nice, stick with descriptive text and avoid showing the portrait in the ad. Display your website URL so people can look at your artwork at its best, online. Leave the 'http://' off the website address in print ads - it's unnecessary for a print ad and will just clutter up your ad copy.

While we're on the topic of the text, it's not just what the words say, but the font style and size is very important. It's tempting to run an advertisement with a very decorative font style ... but, don't overdo it!

The entire ad should not be in a fancy style (see example) - it's important that your ad can be read at a glance, because in general, that's all your ad will get. Your contact information should be very clear and readable. Don't make people squint or have to work too hard to figure out your ad.

Also clarify where your ad will be shown. In general it has seemed to me that ads that are on the right side of the paper and not near the inner fold of a magazine, newspaper, or digest sized advertising booklet do the best.

If you have signed an agreement for a 6 month ad run and you don't like the location of your ad, it is possible that your ad could be moved for the next issue - just ask nicely. If you have valid reasons why you think your ad isn't doing very well where it is, the advertiser wants to hear from you - they need your ad to be successful for you so you will buy another series of ads from them.

TIP: Your art is judged by the company your ad keeps! Be selective about where and how you advertise. For example, you will want to make sure your ad will not be next to an ad for - let's say toilet cleaning.  This will lower the perceived value of your art. Even if it was a low cost or free ad, the return you'll get from the ad will probably not be worth the devaluation of your art and image.

 More articles you might like

Trade your art for advertising  Advertising can be a major expense. Whenever I have paid for advertising, it has been (to me) a considerable amount of money. Most paid print ads have...

Using a barter network for art promotion Have you ever bartered your art?  Possibly you have traded your art with another artist, or traded on a one-on-one basis.

Your best art customers, and how to get more like them With all the tumult in the US economy, people are cutting back on expenses. Artists are no different than other consumers – they are cutting back too. Artists want to get...

Connect with me:

If you'd like to be in touch, you can find me on Facebook and Twitter or email me!  If your email is regarding this article in particular, please leave a message here, as that's helpful to everyone.