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Long Lead Time

In: Business and Management

Submitted By tienpossible11
Words 333
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Long Lead Time

As my partners showed that magazines are not the perfect form of advertising and there are drawbacks. Another drawback of magazines is the long lead time needed to place an ad.
Long Lead Time ?
Magazines are normally published weekly or monthly. Some magazines are published annual, quarterly, bi-monthly. Because of the significant amount of content, pictures and ads included in a typical issue, it is necessary to plan and prepare advertisements months in advance of publication. Most major publications have a 30- to 90-day lead time ( = ~ 1 - 3 months ), which means space must be purchased and the ad must be prepared well in advance of the actual publication date. Advertisers must submit their ad copy and artwork 4 to 12 weeks before magazine's publication date . No changes in the art or copy of the ad can be made after the closing date.
Long Lead Time effects to the efficient of advertising :
As mentioned above, magazine advertising has a relatively long lead time, which makes it much harder to create newsworthy or timely ads like those that are seen in other forms of print advertising like a newspaper
The longer lead time means that your target audience will not see your ad for months after you have committed the time and money to the advertisement. This long lead time means magazine ads cannot be as timely as other media, such as radio or newspapers, in responding to current events or changing market conditions. Events may occur that affect the way readers perceive your advertisement. This process forces each advertiser to make a product- or service-based advertising decision without a clear picture of future economic conditions and consumer needs. It is also required that they have to ensure their marketing strategy is in place well in advance. The testing adverts can be a lengthy process .In a small start-up business, the waiting for ad to

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