Where do I advertise?

By Sam Yates, president, Yates & Associates


Where do I advertise and what medium offers the greatest return on investment? That’s a compound question our clients often ask. The answer to both is not simple but can be summed up in two words: it depends.


With the current state of the economy in a flux, by far and away the best return on investment comes from advertising and marketing medium most professionals give the least attention – your website. Fortunately, for most, it’s a medium that can be tweaked and fine tuned into a highly efficient marketing machine.


The basic essence of making your website more effective is to think like a consumer. What does your patient base need and want by way of information, ease of navigation, and interaction? Answering these three simple questions can bring more people to your website and in turn more effectively market your practice and products.


The “it depends” segment of where to advertise and how effective is the medium is directly linked to our economy. At present outdoor advertising, billboards, has declined by upwards of 15%. That means in many markets outdoor advertising companies are very willing to negotiate already lowered rates. Many are incorporating a 30 day cancellation clause which makes seasonal campaigning for your practice very feasible.


Radio and television, on a local basis, have also been hit hard by falling ad revenues. Layoffs are underway at many newspapers across the nation with some papers actually closing their doors. This has created bargain advertising opportunities and the opportunity to negotiate rates to affordable bargains.


A key to selecting the right broadcast or print medium is to look for those newspapers and broadcast outlets that may be partnering in their news coverage. Television and radio stations who have a print and online partner have structured themselves to survive hard economic times and present a multi-prong approach to leveraging your advertising dollar.


Lastly, don’t forget online media. With the decline of print and broadcasting news and community coverage, more sources are now available online for your advertising dollars than ever before. A trend to watch is the emergence of statewide business forums online.


These emerging online business forums, for the most part, are being created by business and news journalists (print and broadcast) who are turning to a worldwide market to showcase news and information.



In summary and in a ranking of cost effectiveness, useful advertising media here are our recommendations:

1. Your website
2. Emerging online business forums
3. Media cooperatives (print/broadcast/online joint media ventures)
4. Billboard