Down a Less Complicated Path

JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com

When we travel, we plan carefully, look at maps, compare prices, download directions, make restaurant reservations in advance and often rely heavily on GPS. Unless we are looking to go completely off the grid for a few days, we tend to stick to well-traveled routes and well-marked paths. We want to make our travel as enjoyable and successful as possible.

At Photonics Media, we know you plan at least as carefully for your marketing spend, and we’re pleased to present a broad selection of maps, tools and data to help you do that in the 2015 Media Planner, which should be in your hands very soon.

In this latest edition, a chart on page 3 called “Uncomplicate the Path to Your Marketing Objective” is the clearest visual yet for helping you sort out which of our strong products will help you find success with a particular marketing goal or challenge. Introducing a new product in 2015? Our path shows you how you can use our key products to get it seen. Looking to drive more traffic to your website? Follow a path that starts with print and guides you to the rest of our most powerful traffic builders.

On page 2 in the Media Planner, you’ll find our “By the Numbers” page, updated with the latest audience data. You won’t find a stronger photonics industry audience anywhere else for your important marketing messages. Some of the big numbers to look at are the 223,880 opt-in newsletter subscriptions and 750,000 annual page views for the Photonics Buyers’ Guide online. And how about the 95,000 print and online circulation of Photonics Spectra with almost as many print copies as the competitor has print and digital combined. Lastly, our Web traffic number – 91,867 unique monthly website visits – beats the nearest competitor by more than 30,000.

Speaking of newsletters, we have given more space to this very popular line of products, clearly describing every option and opportunity to reach our highly qualified and engaged audience. All the options are there, from editorial e-newsletters to trade show sneak previews to the custom technology e-newsletters for which you can choose your own topic and be the sole sponsor.

Last year, we started down the path of refining our ad pricing, creating opportunities for you to “do more, reach more, grow more.” Our 2015 rate structure is designed to let you optimize the strength of the entire Photonics Media ecosystem through multimedia advertising. You’ll also find that we have taken our refinements even further, simplifying our rates and tables to make your job even easier. New this year: For those of you who have an in-house agency, all rates listed are net. You no longer have to get out the calculator to figure out just what you are paying.

Finally, there is one more tool created to uncomplicate your planning. Using the recently launched “Ad Stats,” you can better monitor your Web traffic to see where visitors are clicking from, and more. You can access Ad Stats 24/7. Advertisers we’ve heard from say they like this new tool.

Spend some time with the 2015 Media Planner from Photonics Media, and talk soon with your regional account manager to get started building a less complicated, more effective path to marketing success.