THE WHICH?

SUCCESS FORMULA
The Which? formula has continued to generate
selling opportunities since its inception 22
years ago. One of the reasons for this success
is that readers enjoy the editorial format of the
pages. Testing has shown that Which? head-
lines and copy that strongly promote the ben-
efits of a product or service generate much
higher levels of response than pages listing
product specifications and features. This win-
ning combination, along with eye-catching
pictures and easy-to-use response devices,
make Which? Industrial one of the most cost-
effective media in South Africa.
Traditional advertising gimmicks often
decrease response because readers perceive
the page to be run-of-the-mill advertising. Just
because an advert is different does not
mean that it works bear in mind that the
average consumer is assailed by thousands of
media messages each day, so credibility is
more important than just striking ideas.
DIRECT RESPONSE THE KEY INGREDIENT
Direct response advertising can be described
as any advertising activity which creates
and exploits the direct relationship between
you and prospects or customers as an indi-
vidual.
COST EFFECTIVE AND EFFICIENT
Which? Industrial is the most effective and
efficient way of communicating with the
broad industrial environment. Which?
Industrial allows you to communicate with
industry in a full colour editorial format, and
generate tangible selling opportunities that
will assist your sales team in meeting targets.
WHO READS WHICH? INDUSTRIAL?
Which? Industrial readers are very special
people. Not only are they senior people in
industry (more than 52% are general man-
agers and above), but they are a highly
responsive group of individuals. The vast
majority of readers have responded to a
Which? Industrial advert and will continue to
do so on a regular basis.
WHAT MATERIAL DO WE NEED?
The Which? Industrial Creative Team will pro-
duce provoking advertorial with your help.
The only cost to you is for design and make-
up of any new artwork you require.
Full page: R990 +VAT
Half page: R600 +VAT
In the case of conventional advertisements
(accepted for full page ads only) we require
high resolution tifs or print optimised pdfs.
It is your responsibility to provide the Which?
creative team with good quality material
copy and colour pictures prior to the maga-
zines material deadline. If needed, a Which?
copywriter is available to take a brief and to
help you compile appropriate copy, and
advise you on the suitability of pictures.
Please be aware of time restraints, like public
and religious holidays or any business activi-
ty that takes you out of the office and
reduces available production time.
Copy & Pictures: A good headline offering
an important benefit to your product. Body
text should detail benefits and applications,
rather than merely list features. Cramming
too many products onto a page or technical
jargon can confuse readers, thus losing their
attention and reducing the number of
enquiries. A full-colour picture or graphic
demonstrating the product and its applica-
tion, especially with people involved, also
helps to draw reader interest. Should you
wish to have photographs taken, we can
refer you to a photographer but this will be
for your account.
How often have you responded to
information in Which Industrial
7% only
once
6%
never
2%
blank
49%
2-5 times
36%
6 times
or more
DISTRIBUTION
Over 55 000 copies are distributed as follows:
Engineering, Manufacturing and Distributors
Managing Directors and Directors 10 121
General Managers 9 922
Engineering/Civil/Electrical/Mechanical/ Production 13 187
Architects/Surveyors 1 103
Buying/Purchasing 1 204
Sub Total: 35 537
Mines
Mine Managers, Mining Houses and Quarry Managers 4 209
Sub Total: 4 209
Engineering News 15 000
TOTAL CIRCULATION 54 746
Every issue of Which? Industrial is downloaded onto the Which? website at
www.which.co.za. This means that in addition to the 55 000 printed copies distributed,
we have readers sourcing product information on the Internet.
COPYRIGHT
Which? Industrial holds the copyright on all
material generated by us for use in any
Which? publication. It may not be repro-
duced in any form without the prior written
consent of the publishers. If you wish to
make use of the copy and layout, the Which?
production team will willingly and inexpen-
sively alter your advertorial. Please liaise with
us if you are considering a promotion using
our copy, as penalties will be enforced should
a copyright infringement occur.
WHAT CAN YOU EXPECT FROM WHICH?
TO MAKE YOUR PROMOTION A SUCCESS?
In instances where a reply-paid response card
is used in the magazine, Which? can supply
you with your card responses on computer
disk or on labels to use in further marketing
exercises. A computer printout detailing card
responses can be useful in analysing your tar-
get market. With one of the most up-to-date
databases of its type in South Africa, Which?
can also help you to target different niches in
your other direct marketing efforts.
HOW TO HANDLE RESPONSES
The importance of response handling cannot
be over-emphasised. The conversion rate of
enquiries into sales can vary from 0.5% to
50%. We suggest that a prepared telephone
script be used to extract information from the
enquirer. Once all the salient details have been
gathered, you can turn that lead into a sale.
HELPFUL HINTS
Your switchboard operator should be
aware of your advertising campaign and
know how to handle enquiries.
Branch offices should be notified of the
advertising programme.
Relevant staff members should have a copy
of the advertisement and be able to explain
the major benefits of the product or service.
Prepare follow-up material in advance. If
readers need more information but dont
want a demonstration, give the information
over the phone or post it to them. Always
ensure that you follow up.
Be prompt and live up to your promises.
Treat each enquiry as a selling opportunity.
According to American research, as many as
87,9% of people responding to an advert
expect to buy your product or a similar one;
one out of five sales leads will result in a sale.
There are many lead management software
packages available which are very effective in
managing leads and sales.
WHEN ARE COPIES DISTRIBUTED?
Copies of Which? Industrial are distributed six times during the year as reflected below.
Each issue is circulated over a six week period.
Issue Distribution Date
Volume 26.1 20 February 2009
Volume 26.2 9 April 2009
Volume 26.3 2 June 2009
Volume 26.4 24 July 2009
Volume 26.5 11 September 2009
Volume 26.6 6 November 2009
FINAL MATERIAL TO BE RECEIVED, 3 WEEKS PRIOR TO DISTRIBUTION.
COST PER INSERTION (EXCLUDING VAT)
No of insertions Full page Half page
Casual R22 767 R12 540
3 to 4 R21 206 R11 943
5 plus R19 855 R10 853
Payment due on publication - a tear sheet and invoice will be delivered to you.
Agency commission only applies to those advertising agencies registered with the
Specialist Press Association.
For more information on how Which? Magazines
can create advertising that sells, call today!
Telephone: (011) 886-0300 Facsimile: (011) 886-0323
Website: www.which.co.za E-Mail: @which.co.za
Industrial
January to June 2008 is 53 592 copies per issue