In its weekly email to consultants this week, stamping and scrapbooking home party company Close To My Heart said that they are redirecting their advertising efforts away from magazines and traditional media into online media.
CTMH, who has been the back cover advertiser for Creating Keepsakes for quite some time, told consultants they “have not committed to any new long-term print contracts right now”. Instead, the company has taken into account changes in the scrapbook magazine publishing arena, and decided to take a progressive stance and focus its advertising dollars online.
Why do they think online advertising is the most effective use of their dollars?
The benefits of online advertising include complete analytics—we can tell who responded, when, and how—as well as direct response options, immediacy, and the ability to change ads anytime to support any initiative. In short: it’s what works, and we’re finding online advertising to be among the most effective vehicles currently available.
Close To My Heart’s move to online advertising has included investing in ads on Two Peas In A Bucket, the Diva Craft Lounge, the Scrapbooks Etc. website, and other websites.
CTMH was still on the back cover of the March 2009 issue of Creating Keepsakes, but the remaining length of their contract is not known. The loss of Close To My Heart’s contract would have to be a big hit for Creating Keepsakes, one hard to replace in the difficult advertising sales climate for publishers right now.