Why is Shelf-Life so important?


You’ll be familiar with the term ‘shelf-life’, but we’re not talking about perishable food products here, extended shelf-life gives you much better value in your advertising

Shelf-life is so important because it can dramatically increase your company’s effective exposure in front of potential clients.  Put in simple terms, if you’re spending £150 a week on a newspaper advert when instead you could achieve 4 weeks exposure in a high quality magazine for the same cost, then you’re wasting money.  See below:

£150 advert – max exposure 7 days (usually around 3 days life)
£150/3 = £50 per day exposure cost

£150 advert – max exposure 28 days (if monthly)
£150/28 = £5.36 per day exposure cost

The above graphically illustrates why large format glossy magazines can be highly effective for businesses looking to get increased value from their marketing campaign through dramatically extended advert exposure, not forgetting to mention that glossy mags allow much smarter advertising than newsprint.

The shelf life calculation isn’t really rocket science although you need to be mindful that magazines can vary greatly in quality.  The poorer quality ones may be absolutely crammed with adverts, advertorial promotions and have limited proper content – all contributing to reduce the effective shelf-life.   A good quality magazine would be one where there’s a high proportion of content, and this content is interesting, unique and rich.  Beware of magazines which lead the reader on with content that just dressed up advertorial – the reader is not easily duped.  Many glossy mags are no more than just glossy advertisers.  See our comparison tables for detailed content analysis.

What’s best for your business is high quality content, combined with large circulation, all at an affordable price point.  That’s it really!


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  1. Pingback: The pros and cons of publication frequency | Advertising Inspector

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