More classic advice...for trade ads

Photonics Spectra Magazine does a good job of sending monthly newsletters with worthwhile articles. They must know they are valuable, as the newsletter is hole-punched, ready to be saved. The lead article this month is titled "Does Ad Location Matter?", written by Cari Brennan of Readex, an independent readership survey company.

Her basic point is that the location of the ad in the magazine doesn't matter much. "Far front, right side" as being the ideal location isn't really true, she says, backing it up with her company's extensive research. What she does say in her conclusion is prime facts:

...the importance of content is neglected. The right mix of copy and illustration will grab the attention of readers. Well designed ads with compelling sales stories attract readership, even if they are in the back of a publication or next to another ad.