Advertising in Publishing by Spencer Keiser

Have You Ever Wondered: How Much Advertising Is Too Much?

Let me explain, if you are publishing a new book or journal, there is such thing as too much exposure or creative fatigue. This is when the cost per result is more than, or equal to twice as much as the ads you ran in the past. Basically, this is when you are paying more, or even the same price, for an ad that was cheaper in the past. So, how much advertising is too much? Should you post once, twice, or even more than that per week? Well, that really depends on who you’re trying to reach. For example, if you have one ad that is aired the same amount as five other ads, the five other ads are not going to receive as much creative fatigue as the the single commercial that airs repeatedly. This is very important for publishers and marketers to understand, as we typically play the same ads repeatedly. Which, as we now know, can cause creative fatigue and actually ultimately lose more customers than it helps you gain.

So, How Does This Affect Our Sales?

Well, if you are paying a lot of money to get your piece advertised, you are not going to have a lot of room for profitability. Of course, the ultimate goal of any business is to make a profit. This goes along with if you are paying for the same ad multiple times, but it is not gaining the business any more customers. You should most likely look for a new ad to reach the targeted customers.

How Should We Go About Solving the Solution?

In this case, it would be very beneficial for publishers to use more than one ad, as it expands the amount of people you can target, and gives the viewers that have already seen your ads a new experience. For example, maybe you didn’t get someone’s attention on your first released ad. However, the second ad made them realize that your book was exactly what they needed.

Another solution would be to increase our audiences. Especially for publishing, the audience can be somewhat small from time to time. Therefore, it is important to recognize that there is a big market out there with exposure to other customers or cultures, and you should try to attract those audiences.