A client recently expressed dissatisfaction with their magazine advertising. Not the design or concepts of the ads I've been creating as such, it was more of a "what's the point? I don't see any business from them".

These adverts have been appearing in the industry specific magazine. They're quite a high profile name in their field. They have the budget. So – they advertise in the magazine.

But their phone doesn't ring with new customers saying "hey, we saw your advert and just had to call!"

Why not?

Well, they're not selling a bike in the Friday-Ad. Or a book on ebay. (If nobody contacts you for those bargains, then you're doing something wrong.)

What my client is selling is their name. Their logo. They're in that magazine to have a presence. To reinforce their brand and to maintain its familiarity in the marketplace. To recognise a brand is to feel comfortable with it. (It's human nature... How often are potential customers put off a company because they've "never heard of them"?)

That recognition only comes from repeat appearances.

It's a slow-burner. Have faith.

Oh, and always re-negotiate your spend with the magazine. They will come down.