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The right place for your ad

Are you putting your ad in the right hands?

There you are, proud as a new parent with your newly born print ad. Now it’s time to introduce it to the world. So how do you determine which publication will take proper care of your bundle of joy? When it comes to advertising, print media is one of the more predictable in its audience reach; however, here are a few things to consider when evaluating new publications:

Check for audience audits.

Magazine publishers should regularly audit their circulation to give advertisers an accurate view of the quantity and types of readers reached through their publication. Audits can be done through independent third-party services, such as BPA, or through the publisher’s own internal audit, commonly called the “publisher’s statement.” Third-party audits provide an additional unbiased layer of accuracy about the magazine’s true audience that can give you confidence the audience reached with the publication is the closest match to your target.

Look for circulation trends.

Comparing circulation numbers can tell you a lot about the quality of the magazine, such as whether they continually grow their audience both in the number and quality and the number of subscribed readers who share their copy of the magazine with non-subscribers (known as pass-along). These two metrics alone can tell you which publications are likely to have the most long-term reach into your target audience.

Do they offer digital and print distribution?

Your target consumer likely includes a mix of people who prefer digital communication and those who prefer traditional methods such as print. If your ad is placed in a magazine that offers subscribers their choice of communication type, you can be sure you aren’t leaving digital reach on the table. This also indicates a higher engagement rate when subscribers are allowed to the communication method that best suites their lifestyles.

Does the audience match your target?

Publications should be able to quickly provide you with the latest demographics on their circulation including industry, age, gender, location and more. Make sure the print audience mirrors your target consumer to be sure you’re reaching an audience with a higher propensity to buy with each ad.

Check inventory availability.

Frequency is no myth. Studies show that consumers must be exposed to a brand multiple times to recall the brand when it's time to make a buying decision. Be sure the publication you chose has space available for your ad in more than one issue. Agree to more than one issue at once to reserve your space before the publication sells out.

The more niche the publication, the more targeted the audience. However, not all niche publishers are created equal so be sure you’re spending ad dollars wisely by selecting a publication that reaches and engages your ideal buyers. Picking the right publication is just one of the many components of a successful print ad. Download our free infographic The Anatomy of a Successful Print Ad and learn a few other tactics for ensuring print ad success.

Print Ad CTA

3 Tips for an effective print call-to-action

When it comes to lead generation, print is sometimes regarded as a challenging medium. However, with a little consideration around your audience and your sales cycle, you can design a call-to-action (CTA) for your print ad that effectively moves readers to action and further into your sales funnel. Here are a few best practices to keep in mind when designing your next print ad to optimize for lead generation:

#1 Make sure It stands out.

On landing pages and websites, best practices suggest placing the CTA high on the page to ensure readers can see it without scrolling. When creating a call-to-action in a print ad, you are working with a fixed space and do not have to worry about readers missing your ad on the page; so, you can focus strictly on design to be sure you are catching their eye. When it comes to design, some of the same rules apply:

  • Use a color that doesn’t blend in to the background of the ad.
  • Use white space to add emphasis
  • Use language and punctuation to excite, create a sense of urgency and elicit action from viewers
  • Tell your target audience what's in it for them

You should always A/B test your CTAs and keep a close eye on the small tweaks that have a big impact. If you have a full page or lengthy ad space, you can even test multiple CTAs at once.

#2 Make it easy .

Asking readers to jump through hoops to find your brand or more details on your product will result in very poor ROI. If readers anticipate the next step will be complicated or if they are confused on what the next step is, the chances of them becoming a lead are very low. Your goal is to create a CTA that is strong enough to illicit response and easy enough that those encouraged to act will complete the process and move to the next stage of your buyer’s journey.

#3 Make sure you have a way to collect data.

Print is typically a reader’s first introduction to your brand and is an important step in the buying journey. Collecting contact information is not only helpful in tracking the success of your ad but also in beginning a long term relationship that nurtures readers through consistent communication customized to their needs. Create custom landing pages that are designed to mirror the ad content and use a short, easy to remember URL in your CTA. The landing page should provide additional detail and offer something of value, such as a white paper, in exchange for your visitor’s contact information or insight into their buying habits. You can even implement new technologies such as QR codes or text shortcodes to make it effortless for viewers to act as soon as they are presented with your ad.

For more ideas on optimizing your next print ad for generating leads, download our free tip sheet 6 Ways to Generated Leads from Print Ads.

History & Future of Print Advertising

History & Future of Print Advertising

The History and Future of Print Advertising

Print as a communication outlet can be traced all the way back to the days of cave drawings and ancient Greece political posters. However, the earliest example of a printed advertising medium is a copper printing plate found in China that dates somewhere between the years 960 and 1279 and was used to advertise a needle shop!

After the invention of the printing press in 1440, it didn’t take long for manufacturers to realize they could use print advertising to make a name for themselves and grow their sales. As they say, the rest is history:

1836- Paid advertising was born when the French newspaper La Presse discovered that lowering the price of the publications would increase readership and selling space to advertisers would generate even higher profits.

1840- A new industry of advertising agencies emerge with the first agency credited to a Philadelphia man who bought large amounts of newspaper space and sold it at a higher rate to advertisers.

1848- Tobacco company Cope Bros & Co introduced the idea of branding and market segmentation when it began structuring their ad message by social class. Advertising directed at the working class focused on the rugged taste while middle-class messaging boasted the health benefits of cigarette smoking, and a third advertising message appealed to the upper class with ads about how ‘delicately fragrant’ their products were.

1870- Manufacturers began producing larger amounts of inventory in shorter amounts of time thanks to the industrial revolution. As a result, mass marketing was born as manufacturers needed to attract more customers to profit from the higher production rates.

1900s- Advertising as we know it todaywith strategic decisions and creative planning around brand image, market saturation and changing consumer taste got it’s start at London-based Pears Soap company. Chairman Thomas Barrett started using slogans, images and phrases in ads that encouraged consumers to associate his brand with high quality and culture and regularly reevaluated the market to keep up with the public’s changing tastes in order to maintain this brand image.

As we progress in the digital age of the 21st century, many advertisers are focusing on online marketing efforts and some have come to question if print as an advertising medium is still as effective as it was in the past. The short answer is yes it is! In fact, the consistent year-over-year growth in the number of consumers who read magazines and new magazines that enter the market is only one of the many reasons print continues to bring success to advertisers. Download our free white paper Print Never Dies: 7 Reasons Print Ads Will Always Thrive to learn 6 more!

Cahaba Media Group named a Best Place to Work by Birmingham Business Journal

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BIRMINGHAM, AL (April 5, 2016) – Cahaba Media Group (CMG) this week was named a winner in the Birmingham Business Journal’s annual Best Places to Work contest.

Founded in 2002, CMG publishes websites, magazines and newsletters for several national and international markets including Construction Business Owner, HomeCare, Pumps & Systems, and Upstream Pumping.

“We are delighted to be honored with this award for the second time by the Birmingham Business Journal,” said CMG President Wally Evans. “We believe that being recognized as a Best Place to Work is a competitive advantage for us because great people want to work at great companies. And having the best people in the industry working for us is a key component of our strategy.”
CMG has an intentionally managed culture that promotes work-life harmony. In addition to health, dental and life insurance, along with other basic benefits, the company provides a host of creative benefits, including an unlimited snack budget, paid maternity leave and the chance to close the office early when it’s a pretty day.

In 2016, the company increased its employees paid time off by two days per year, and instituted a new community service initiative whereby employees are encouraged to spend an additional 16 hours per year volunteering at non-profit organizations in our community.

“Today’s top performers want to work for companies that they can believe in – companies that share their aspirations to be good citizens as well as good businesses. So, at the end of last year, we put a team together to kick start our community service initiatives. Our first group service project will be with Habitat for Humanity later this month,” Evans said.

“Good people want a chance to be challenged and to succeed. CMG provides that.”

Other CMG awards include:

  • Top Ten Best Publishing Companies to Work for in America
    Publishing Executive Magazine
  • Inc. 5000 List of America’s Fastest Growing Companies (Four-Time Winner)
    Inc. Magazine

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Cahaba Media Group Appoints Mike Pemberton as Senior Technical Editor, Pumps Division

Mike-colorBIRMINGHAM, Ala. (July 20, 2015) – Cahaba Media Group is pleased to announce the appointment of Mike Pemberton as Senior Technical Editor, Pumps Division.

With more than 25 years of experience in various markets served by the pump industry, Pemberton will be responsible for ensuring that the company’s pump brands—Pumps & Systems, Upstream Pumping and Pumps & Systems MENA—provide readers with the most respected, authoritative, relevant and timely content possible.

“Mike Pemberton has been a member of the Pumps & Systems Editorial Advisory Board, a friend of the magazine, a contributing author and a subscriber of the magazine since the 1990s,” said Cahaba Media Group Publisher Wally Evans. “He is a well-known and respected expert in the pump industry and is heavily involved in several industry associations including the Hydraulic Institute. We are thrilled that he will be bringing his extensive industry expertise and deep relationships in the industry to our team.”

An expert in the pump industry and a long-time contributor to Pumps & Systems, Pemberton will play a valuable role in providing high-quality content and guiding the direction of the pump brands.

“I am excited to join Cahaba Media Group as a new member of their highly successful publishing team,” Pemberton said. “The organization and magazine brands have received numerous awards from stakeholders in the pump industry. I look forward to supporting their ongoing success and serving the needs of subscribers.”

Prior to joining Cahaba Media Group’s Pumps Division, Pemberton served as Global Energy & Reliability Program Manager for ITT Industrial Process for 15 years. In this position, he managed a pump system energy and reliability optimization program that helped plants worldwide improve uptime and productivity through reduced energy consumption and enhanced process control.

He has also filled various roles in industrial automation, business development and technical sales at companies such as Hewlett Packard, Emerson Process Management and Honeywell.

He serves as co-chair of the Hydraulic Institute’s Education Committee, is co-editor of Optimizing Pumping Systems: A Guide to Improved Efficiency, Reliability and Profitability and has written numerous articles for technical publications.

Pemberton received a Bachelor of Science in laboratory technology from Auburn University and a master’s degree in public and private management from Birmingham Southern College in Birmingham, Alabama.

About Pumps & Systems

Pumps & Systems is the voice of the pump and rotating equipment industry. As the leading magazine for pump users worldwide for 22 years, it delivers relevant industry news coverage and powerful technical information to more than 40,000 BPA-qualified managers, engineers, operators and maintenance professionals. Pumps & Systems is published monthly and is the only North American trade publication that covers pumps and related operations in every issue. The magazine also delivers timely information and pump industry news through its e-newsletters—Pump Users Digest and Products for Pump UsersPumps & Systems serves our readers easy-to-read editorial that covers practical solutions, real-world applications and technical information, along with industry news and trends. pumpsandsystems.com

About Upstream Pumping

Upstream Pumping, produced by the publisher of Pumps & Systems, is a bimonthly magazine specifically for and about the upstream oil and gas industry. It provides readers with practical, hands-on articles, case studies, news and market information. Technical articles, case studies and industry analyses make Upstream Pumping an indispensable resource for new technology, maintenance guidelines, regulations and integrated solutions for pumping in the field. An expert editorial advisory board featuring prominent oil and gas professionals offers input on industry specific topics—including drilling, instrumentation and monitoring, well completion and stimulation offshore/subsea, production, shale coverage, industry trends and regulations. upstreampumping.com

About Cahaba Media Group

Founded in 2002, Cahaba Media Group is a growing company with an entrepreneurial mindset. The company publishes trade magazines, websites and e-newsletters that are leaders in their industries (Pumps & SystemsConstruction Business OwnerUpstream Pumping and HomeCare).

Pumps & Systems Magazine and SWPA Present Webinar: “Remote Monitoring, Troubleshooting, Safety & Start-Up” in Lift Station Commissioning

Pumps & Systems, the leading magazine for pump users worldwide, is happy to announce “Remote Monitoring, Troubleshooting, Safety & Start-Up,” a webinar presented in partnership with the Submersible Wastewater Pump Association (SWPA), the educational leader and authoritative source for the submersible wastewater pump industry for more than three decades.

The webinar looks at lift station design from the system’s approach with regard to start-up, monitoring, troubleshooting and safety. The live webinar will take place December 18, 2014, at 1 p.m. Eastern. Register for free at www.pumpsandsystems.com/swpa_webinars.

In “Remote Monitoring, Troubleshooting, Safety & Start-up,” the discussion on lift station design will be led by Jack Creamer of Schneider Electric/Square D, John A. Evans of Motor Protection Electronics and Steve Doolittle of Zoeller Company.

The event, which offers CEU credits, will provide participants with SWPA’s start-up checklists for pumps and controls. Other topics include hardware and software options in lift station monitoring and common start-up and safety concerns – such as the arc flash phenomena.

The one-hour event will include a 45-minute presentation followed by a 15-minute live question-and-answer segment.

About the Presenters

Jack Creamer is Schneider’s market segment manager, focused on the pumping equipment manufacturer sector. He has been with Schneider Electric/Square D for 24 years, holding positions in customer marketing, product marketing and automation sales. He graduated from Syracuse University with a degree in industrial engineering, followed by an MBA from Rensselaer Polytechnic Institute.

Steve Doolittle has been a pumps industry professional for the last 35 years. He has been with the Zoeller Company for 24 years, and is now the company’s Product Line Manager. Doolittle earned degrees in business and engineering from the University of Louisville. Now SWPA’s vice president, he assisted in developing the “Grinder Pumps in Pressure Sewers” publication as chairman of the grinder pump committee.

John A. Evans is president of Motor Protection Electronics. He holds B.S. and M.S. degrees in electrical engineering from the University of Central Florida, and is a registered engineer with the state of Florida. With more than 24 years of experience in the wastewater industry, Evans’ duties at Motor Protection Electronics include business development, design oversight and production-related activities.

About Pumps & Systems Magazine

Pumps & Systems is the voice of the pump and rotating equipment industry. As the leading magazine for pump users worldwide for more than 20 years, it delivers relevant industry news coverage and powerful technical information to more than 40,000 BPA-qualified managers, engineers, operators and maintenance professionals. Pumps & Systems is published monthly and is the only North American trade publication that covers pumps and related operations in every issue. Pumps & Systems is supported digitally with the No. 1 pump industry website, www.pumpsandsystems.com. The magazine also delivers timely information and pump industry news through its e-newsletters: Pump Users Digest and Products for Pump Users. Pumps & Systems MENA, a new publication focusing on the pump industry in the Middle East and North Africa, debuted in November 2014.

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NEW DATE for HomeCare Magazine and Panasonic Webinar: “Mobile Technology Trends in Home Health Care”

HomeCare, the leading magazine for home medical equipment providers, is pleased to announce “Mobile Technology Trends in Home Health Care,” a free webinar presented in partnership with Panasonic.

The live webinar has a new date. It will take place Nov. 13, 2014, at 1 p.m. Eastern. Registration is free at homecaremag.com/webinars.

In “Mobile Technology Trends in Home Health Care,” trusted industry expert Jamil King of Panasonic will discuss the latest developments in portable technology for the home care sector. The webinar will include information on selecting the right tools for field personnel to reduce errors, ensure security and maximize stops-per-day.

The one-hour event will include a 45-minute presentation followed by a 15-minute live question-and-answer segment.

For more information, visit homecaremag.com/webinars.

About HomeCare Magazine

For nearly four decades, HomeCare magazine has been the leading publication serving the HME/DME provider market and is closely affiliated with Medtrade, the industry’s premier trade show. Purchased by Cahaba Media Group in 2011, it has been revamped to focus on helping business owners succeed in an increasingly challenging marketplace. Published monthly, HomeCare is supported each week by the HomeCare Monday e-newsletter. More information is available at homecaremag.org.

Pumps & Systems Magazine and FluxDrive Present Webinar: “Eliminate Misalignment and Right-Size Your Pumps”

Pumps & Systems, the leading magazine for pump users worldwide, is proud to announce the “Eliminate Misalignment and Right-Size Your Pumps” webinar, a presentation made in partnership with FluxDrive, Inc.

The live webinar will take place Nov. 6, 2014, at 1 p.m. Eastern. Registration is free at www.pumpsandsystems.com/webinars.

In “Eliminate Misalignment and Right-Size Your Pumps,” Matt Carlson and Rich Braun of FluxDrive will address the most common reasons that pumps become misaligned and new technology that leads to significant improvements in bearing and seal life.
Topics of discussion include:

  • The consequences of misalignment
  • Ensuring that equipment remains aligned
  • Running equipment properly following installation
  • New coupling technology that isolates the motor from the load
  • The ability to “right-size” existing oversize pumps

Solutions allow mechanical adjustment of pump speed rather than implementing more complicated (and potentially less reliable) electronic speed control solutions.

The one-hour event will include a 45-minute presentation followed by a 15-minute live question-and-answer segment.

About the Presenters

Matt Carlson is vice president of sales & marketing at Flux Drive Inc. Carlson has more than 20 years of experience introducing new technologies into existing markets. His background includes experience in industrial process control systems as well as energy efficiency products and programs. Carlson graduated from the University of Washington in Seattle.

Rich Braun is senior application engineer at FluxDrive, Inc. A graduate of the Perry Technical Institute, Braun is a highly experienced control systems and mechanical product technician. An expert in vibration monitoring and mitigation, Braun has hands-on experience with thousands of rotating equipment applications.

About Pumps & Systems Magazine

Pumps & Systems is the voice of the pump and rotating equipment industry. As the leading magazine for pump users worldwide for 21 years, it delivers relevant industry news coverage and powerful technical information to more than 40,000 BPA-qualified managers, engineers, operators and maintenance professionals. Pumps & Systems is published monthly and is the only North American trade publication that covers pumps and related operations in every issue. Pumps & Systems is supported digitally with the No. 1 pump industry website, www.pumpsandsystems.com. The magazine also delivers timely information and pump industry news through its monthly e-newsletters—Pump Industry Insider, Pump Users Digest and Products for Pump Users.

Pumps & Systems Magazine and Baldor Present Webinar: “Motor Efficiency Improvements for Pumping Applications”

Pumps & Systems, the leading magazine for pump users worldwide, is proud to announce the “Motor Efficiency Improvements for Pumping Applications” webinar, a presentation made in partnership with Baldor Electric Company, a member of the ABB Group.

The live webinar will take place October 23, 2014, at 1 p.m. Eastern. Registration is free at http://www.pump-zone.com/webinar/motor-efficiency-improvements-pumping-applications.

In “Motor Efficiency Improvements for Pumping Applications,” Brent McManis, Industry Engineering manager for Baldor Electric Company, Greenville, South Carolina, will discuss new manufacturer’s optimized designs. The motor is one of the first places to look for improvement when targeting optimal energy efficiency in pumping systems.

Most past motor improvements have been accomplished by adding active material to reduce loses in the motor. U. S. energy regulators also have stepped up requirements for users to purchase and use more energy efficient designs. Two new rules passed by the U.S. Department of Energy raise the efficiency bar on most NEMA frame motors in 2015 and 2016. This webinar will discuss these new rules, along with motor management best practices.

A case study of a motor retrofit at a U.S. water plant will be included, as will new technologies that could form the next generation of super-premium efficient motors.

The one-hour event will include a 45-minute presentation followed by a 15-minute live question-and-answer segment.

About the Presenter

Brent McManis is the Industry Engineering manager for Baldor Electric Company, in Greenville, SC. He holds a Bachelors of Science in Electrical Engineering from Virginia Military Institute, a Master’s of Science in electrical engineering from Clemson University and is a registered professional engineer. He has more than 20 years of maintenance and reliability engineering management experience in refining and chemicals. He leads a group of 10 engineers responsible for application engineering support for ABB and Baldor•Reliance Electric motors, Baldor•Dodge mechanical power transmission equipment and ABB Variable Speed Drives.

About Pumps & Systems Magazine

Pumps & Systems is the voice of the pump and rotating equipment industry. As the leading magazine for pump users worldwide for 21 years, it delivers relevant industry news coverage and powerful technical information to more than 40,000 BPA-qualified managers, engineers, operators and maintenance professionals. Pumps & Systems is published monthly and is the only North American trade publication that covers pumps and related operations in every issue. Pumps & Systems is supported digitally with the No. 1 pump industry website, www.pump-zone.com. The magazine also delivers timely information and pump industry news through its monthly e-newsletters—Pump Industry Insider, Pump Users Digest and Products for Pump Users.

Construction Business Owner Magazine and Viewpoint Present Webinar: “Managing Diversification for Specialty Contractors”

Construction Business Owner, the leading business management magazine for construction business owners, is pleased to announce a free webinar presented in partnership with Viewpoint.

The live online event, “Managing Diversification for Specialty Contractors,” will take place Oct. 9, 2014, at 1 p.m. Eastern. Registration is free at constructionbusinessowner.com/webinars.

The discussion, led by Christian Burger of Burger Consulting Group, will cover:

  • Developing a diversification strategy through integration
  • Leveraging resources
  • Centralized versus decentralized services
  • Marketing and messaging
  • Cross-selling
  • Customer management and retention
  • Accountability
  • Field/Mobile solutions
  • Information/Operational metrics
  • Training

The webinar will include a 45-minute presentation by Burger, followed by a 15-minute question and answer section.

For more information, visit constructionbusinessowner.com/webinars.

About the Presenter

Burger is a principal of the Burger Consulting Group, an independent consulting firm based Chicago. The firm concentrates exclusively on IT strategy and tactics for the construction industry. Burger has worked with contractors for more than 20 years on software selections, implementation management, IT strategy and planning and evaluation of current systems. He started his career in construction at FMI as a senior systems consultant. After eight years, Burger went to work as a client manager for JD Edwards & Company. In July of 1996, he launched the Burger Consulting Group.

About Construction Business Owner Magazine

Construction Business Owner launched in August 2004 as a different kind of construction magazine, filling an industry need for business management knowledge that is of real value to construction company owners. CBO is designed to help leaders to run their businesses better. Articles include information to assist in decision making both in the office and in the field. Topics range from sales and human resources, to finance and equipment, to regulatory issues, bidding strategies and more. CBO has a BPA-audited circulation of 40,000 construction company owners, presidents and managers. The magazine is a Cahaba Media Group publication.