Print PSAs seem to be the weak sister of our campaign. What can we do to get more print PSAs published, particularly magazines?
From a distribution perspective, print in some ways is the most challenging medium to get PSAs placed because of the diffused decision-making at newspapers and magazines. Unlike broadcast media, where there is usually one or two people who make the decision about PSA usage, it could be a variety of different decision-makers at print, ranging from the Ad Director to the Production Department. Our clients who have been most successful with magazine placements had their staff make follow-up phone calls to magazines to insure that the appropriate person got the PSAs and if not, new packages were sent. Also, you can ask your distributor to sort their mailing list by circulation size or by type of publication so you zero in on those that are most important to your issue. Some of the blame could be due to weak creative. For a treatise on this subject, review the article, Why Bad Things Happen to Good Causes or perhaps more importantly, make sure your creative team or ad agency reads this impo
