Many musicians ask me about whether or not they should invest in advertising in magazines and newspapers. They want to know whether it has any value. My response is a qualified "maybe." I'm very hesitant to advise musicians to advertise their new CDs in magazines and newspapers. Why? Because there is not a great deal of return for the money invested. Do advertisements have value? Yes, but you have to be advertising in the right places for the right reasons.
Another reason to advertise? Some magazines are more open to doing reviews of CDs or music from unknown artists if an artist purchases an advertising spot. This does not guarantee a review or even a promising one but it does distinguish you from other artists and press kits. I know most musicians may be appalled by this tactic but magazines live and die based upon advertising and are merely trying to survive.
I can see musicians are scratching their head as to the value of this type of print advertising. Most musicians should avoid the cost of print advertising and concentrate on getting the word out via other channels.
One type of print advertising that is helpful is ads in small, local music rags when you may be in town performing. These ads may be relatively inexpensive and may help the overall door receipts. But first, I would try something a little different. Remember I told you to research the names of editors for the local music scene? I would sit down with a band and have them try to come up with an angle about the band. Think about the band, its music, lyrics, experiences, and musicians with an eye to the local scene, town, or current events. Anything might work - maybe a band mate is from nearby; your first fan wrote you from this town; or the last time you were in town you had a unique experience or met someone special for your life or career. Do your lyrics or one of your songs evoke the spirit of a local event, place or current events? These are just a few ideas and there are many more. Take a little time and then when you have honed this down to the best idea, pitch it to the local editor or music editor. If it has to do with a song or lyrics, send him the sheet, a CD and offer tickets to your local show. Special interest stories are usually more effective than advertising. People are more likely to read about and become interested in those artists with whom they feel a personal connection.
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