The management for print media may depend on a variety of different factors for diverse companies, as efficient print media planning requires from advertisers certain efforts to be applied and certain questions to be answered. Certainly, it all depends on the marketing goals your company aims to achieve through its future print media advertising campaign. Thus, all the print media planning will be based on the size and location of your company and on those particular objectives you set for your advertising to attain.
Now, the first and primary thing that has to be done in the course of your print media planning is defining your target consumer audiences and the best print media vehicles, which can reach those people with your ad messages in the most desirable and simplest way. This task could be very simple and easy to accomplish if you run a print media campaign for a smaller business with a strictly determined area of operation and coverage. In the case of, let us say, advertising for a barber's shop, situated in a small town area, there would be no need in resorting to complicated researches. An advertiser needs to reach with his or her ad messages only the people of their neighborhood. Thus, the number of available and fitting printed editions is quite limited.
Consequently, the print media planning process will not be so complicated. However, in the case, when a company has to reach a wide spread around the country or nationwide consumer audiences, the print media planning process is no longer a piece of cake. In this case, there could be dozens and dozens of print editions, available for advertising and advertisers have to set aside those, which could produce for them the best results and reach the largest segments of their target audiences. In order to do so, they should plan to place their ads both in small local and in regional or nationwide editions. In the beginning of your print media planning you should make a list of all possible printed editions, where your ads could be placed. Then, you will proceed with selecting the ones that would suit you best in meeting your advertising and marketing objectives and goals.
Once you have a list of advertising opportunities and before you make your final decision on them, you should collect all the information you can about these editions. Particularly, you should find out about the geographical area coverage, circulation of those editions, prices of ad space in them, etc. All this information will help you make a better choice in the course of your print media planning.
Successful advertising requires deep and thorough knowledge of your target customer audiences. Therefore, if you really possess such knowledge, you can make your own judgments on the editions you are considering for advertising. Read through them or at least look through several latest issues. From the advertising content you will be able to understand whether those editions will or will not interest and draw attention of your target consumers.