By: Lisa Kamper
People know they can get general news and information from a variety of sources today, but often they rely on trade and professional publications to stay up-to-date and current in their related field. Trade publications speak to a very specific group of people. Companies and manufacturers that sell industry specific tools or products look to advertise in trade publications because they are confident their ad will reach readers who are more interested in their product.
In today’s market companies are not limiting themselves to only traditional print and web advertisements; they are looking for more specialty advertisements and ways to make their products stand out from other manufacturers who sell the same or similar products. Today, there are many new ways to stand out.
Over the past couple of years I have been researching new and creative ways for advertisers to promote their products. Some of the ideas that have been offered and have been very successful are specialty advertisements. Listed below are a few selections you might want to consider when developing your marketing campaign.
Faux Covers – This option is a cover stock paper that is designed with keeping your publication’s masthead at the top of the publication. The live area that is available for the advertising company is located below the masthead and it also allows for the company to utilize the entire back of the cover stock material. It is formatted directly on top of the actual publication cover and is secured with a strip of removable glue that allows it to be removed from the cover without any damage to the original cover of the publication.
French Doors – This option is a cover stock paper as well that is designed with keeping your publication’s masthead at the top of the publication. The cover folds much like that of an actual French door; a flap opens from the right and left sides which allows for additional space when needed to deliver 
the message of the advertiser. The two flaps are glued together and can be opened without damage to the advertisement. It is formatted directly on top of the actual publication cover as well and is secured with a strip of removable glue that allows it to be removed from the cover without any damage to the original cover of the publication.
- Digital Ad Opposite Cover – This option is a digital option which allows an advertiser to place a full page ad directly to the left of the digital publication. This option is a premium location for many advertisers since it is seen when the digital publication opens for viewing. Keep in mind as well that it is only available the amount of times that you publish your publication. For example, one of our client publications is printed and available as a digital edition 9 times annually; therefore there are only 9 opportunities for this type of advertisement.
Polybag – This opportunity allows an advertiser to include an insert of some type to be delivered along with the publication. The publication and the insert (pamphlet, booklet, registration form, or postcard are a few suggestions) are enclosed in a small clear plastic bag that which allows you to see both the cover of the magazine on one side and the actual advertiser’s piece on the reverse side.
Some of these are not new ideas, as we have seen faux covers on some of the top 50 magazines in the country; however, in a recent situation that I dealt with it had never been done on this type of trade publication. Therefore to be the first advertiser who had the opportunity to try this type of specialty advertising was something new and exciting. Some of these ideas are designed to provide an advertiser with a premium position without jeopardizing the integrity of the cover design.
These are just a few of the specialty advertisements available today that can be used to make either a specific product offered by your client stand out or used to market their company brand. Think outside the box and try some exciting specialty advertising when you develop your next marketing campaign.
