by Dave Menzies Placing ads in magazines, newspapers, and online outlets that your prospects and customers (i.e. your target audience) frequent is a way to enhance branding and drive awareness of your business name, logo, etc. However, today’s consumer has continued to insulate his or herself from the onslaught of advertising messages both mentally and through technology such as pausing live TV and fast-forwarding through commercials, and closing or outright blocking online pop-up ads. If a target audience is actively avoiding advertising messages, the challenge then becomes how to get in front of them to initiate a desire to buy. In print and electronic media outlets, what is surrounded by ads? The answer is editorial content — this is the area to target with strategic messaging.
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