Should Financial Advisors Pay for Magazine or Traditional Media Ads? Here's How to Think About It (and How to Test It)
If you’ve ever been approached about running an ad in a glossy magazine, a local newspaper, or a radio spot, you’ve probably asked yourself:
“Is this really worth it?”
It’s a fair question—and one every advisor should approach with a mix of skepticism, strategy, and curiosity.
Because while traditional media may seem outdated, in the right context, it can still build credibility, spark awareness, and even generate leads. The key is knowing when it works—and how to test it smartly.
When Magazine or Print Ads Might Make Sense
Traditional ads are usually a credibility play, not a lead-gen machine. But they can work if:
Your niche reads that publication
(Think: retirees reading a regional lifestyle magazine, physicians reading a specialty journal.)You’re building a local brand
If you're the go-to advisor in your city or town, print can reinforce that positioning.You’ve got strong visuals, a simple message, and a clear call to action
You’re pairing it with other efforts
A magazine ad can support your local SEO, LinkedIn content, direct mail campaign, or community events.
What to Avoid at All Costs
Before we get into how to test it, here’s what not to do:
Don’t pay for "vanity placements" in pay-to-play magazines that masquerade as editorial (unless it's part of a PR strategy you fully understand).
Don’t sign long-term contracts with print publishers without running a test ad first.
Don’t expect direct, measurable ROI from the ad alone.
Treat traditional ads as part of a larger marketing picture, not your only strategy.
How to Test Traditional Ads Without Burning Your Budget
Here’s a smart, low-risk way to try it:
1. Start Local and Specific
Choose a local lifestyle magazine, alumni publication, or industry-specific magazine where your ideal clients actually spend time.
For example:
“Sarasota Living” for retirees
“Physician’s Weekly” for doctors
A university alumni magazine for high-earning grads
Avoid general-interest newspapers unless they have a hyper-local readership.
2. Create a Simple, Specific, Trust-Building Ad
You don’t need flashy headlines. You need credibility, clarity, and a next step.
What to include:
Your photo or firm logo
One sentence on who you help (e.g., “Helping Sarasota retirees simplify their finances and feel at peace with their plan.”)
A call to action: “Download our free Retirement Checklist at [custom URL]” or “Schedule a free 15-min intro call”
Use a unique URL or QR code so you can track response.
3. Negotiate a Short-Term or Test-Run Rate
Many publications are happy to offer:
A single issue test
Bundle pricing for a few small regional pubs
Bonus placements (e.g., online ads or email newsletter exposure)
Negotiate. You have more leverage than you think—especially at the end of a quarter.
4. Pair the Ad with Something Else
Maximize your exposure by:
Posting a behind-the-scenes photo or “We’re featured in…” message on LinkedIn
Running a matching local Facebook or Google display ad with similar language
Bringing copies to a community event or client appreciation dinner
This builds repetition, which is key to brand awareness.
5. Evaluate Results Based on Your Goal
If your goal is brand credibility, success might look like:
A few mentions from clients
Better recall at networking events
More traffic to a custom URL
If your goal is leads, you should track:
Email signups
Free guide downloads
Call bookings from the ad’s unique URL
Just don’t expect 10 new clients from one magazine spot.
So… Should You Pay for Traditional Ads?
Maybe. But only if:
Your target audience actually reads the publication
You’re testing a small placement with a clear message
You pair it with digital follow-up
You treat it as brand-building—not magic lead generation
Final Thought: Use Print Ads to Support, Not Replace, Your Core Marketing
Magazine and traditional ads can work—but they should sit next to:
A solid website
An email newsletter
An active LinkedIn presence
A clear niche and message
When used strategically, they can give your brand weight and local recognition.
When used randomly, they’re just expensive noise.
Need help crafting a magazine ad that doesn’t sound like every other advisor? I can help you write one that actually gets noticed. Just say the word.
