Have you ever heard someone say 'It must be true!I saw it in print!' A single article in a national newspaper can produce more promotional results than a handful of costly advertising campaigns.

Why is this true? Because America loves magazines. Just look at the numbers. Oxford Communications said that in 2006 alone, there was 22,106 magazines in over 310 categories. That means there were 308 specific topics of interest that Americansactually, people all over the worldloved to read about last year.

Are We Becoming Desensitized to Advertising?

Marsha Friedman, Chief Executive Officer of Event Management Services, a national publicity firm focusing on obtaining media attention for their clients says, "In almost all of the 22,106 magazines mentioned above, there are both advertising space and article space available." Many magazine readers can in fact respond to the ads in these publications, but what they purchase the magazine for is one reason alone: to READ it! Butand here's the big problem with advertisingsince we're absolutely bombarded with ads every single day, it's just hard to focus on them. Fordham University recently did a study on advertising!here is their findings:

Advertising is the most pervasive element of the marketing mix: the average family in America of 4 is exposed to 1,500 advertising messages per day !'

Wow. Marsha Friedman adds, "Every day, each of us see anywhere from 300-400 ads a day, like it or not. The reason? Because our brains will toss it to the side so we can focus on more important items. Does that mean that they aren't there? Absolutely not! As weird as it may sound, we are exposed to hundreds of ads every day that we don't even see!"

Aside from advertising, let's take a look at articles and how they can positively affect your public relations campaign.

Marsha Friedman adds, "Subscribers to those 22,106 magazines are hungry for information on their favorite subjects, so the articles there (unlike all those ads) are actually welcome. In these cases the audience is more accepting as the magazine is an "old trusted friend." This definitely gives you the upper hand."

"Here is a terrific example of the power of articles", says Friedman. "Early in my career, my position was as sales and marketing director for a money manager. My job was to generate leads and bring in new clients who had a minimum of $100K to invest."

"A journalist from The Robb Report contacted me one day about doing a show on money managers, like my boss. While talking with my boss, the reporter discovered that he lived in the 90210 Zip Code (this was during the height of that popular TV show) drove a brand new Mercedes and was married to a famous actress. That apparently was enough to land a lengthy feature story inside the magazine with his picture (alongside his Mercedes) plastered on the magazine cover!"

Friedman continues, "And then the story came out. The phones were ringing off of the hook! The orders just flooded in!" The $20 million under management became $50 million in an incredibly short time!"

How many ads would it have taken to get him from $20 million to $50 million? Maybe the better question is, could ads have even done the job?If you would like to learn more about gaining media attention for your company, product or service, without the financial burden of monthly retainers, Marsha would love to help. Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a public relations expert Friedman has the ability to get the media attention that you desire without monthly retainers .