According to APSE member Sandra Lindstedt of The Pet Nanny of Trinity and Piper’s Pet Sitting Service, Panache Vue magazine is delivered to homes within her service area valued at $400,000+ and is geared towards professional women. (Talk about knowing your target market!)
This is especially exciting since after having advertised in the upscale publication twice before, Sandra was recently given the opportunity to write an article for Panache Vue to further her pet sitting business publicity campaign.
While placing ads in a magazine could have its own set of positive returns, you can’t argue the fact that a 350-word article written by you (and one that did not cost you a penny to have published) would have an even greater return.
The reason a printed article will have significantly more impact than a display ad is because of ‘borrowed credibility.’
It’s known that practically anyone can pay to have their ad printed in a magazine or newspaper, but when you are given the chance to write an article, the implication is that the magazine or newspaper itself is saying, ‘We think this person is an expert on this topic!’
That’s borrowed credibility. Without explicitly saying so, the assumption is that the publication is vouching for you and giving you credit for your expertise.
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