What a magazine advert that works actually looks like
Six elements decide whether a local advert gets a phone call or a page turn. Here is each one, what to do, and the version that quietly loses you money.
One headline, one job
DoSay what you do and where, in under seven words. "Boiler repairs across Tewkesbury."
AvoidLead with your business name in huge type. Nobody is searching for a name they don't know yet.
A reason to act this month
DoA dated, specific offer: "£30 off first service, quote PATCH, before 31st."
Avoid"Competitive rates" and "quality service" — unverifiable, so readers skip them.
Proof you're real and local
DoYears trading, accreditation, the villages you cover, a recognisable local landmark.
AvoidStock photography of models in hard hats. Readers spot it instantly.
One clear way to respond
DoA phone number in large type, or a QR code to one page. Pick the one your customers actually use.
AvoidPhone, mobile, two emails, website, Facebook, Instagram and a QR code all competing.
Breathing room
DoLeave at least 15% of the advert empty. White space is what makes the headline readable.
AvoidFilling every millimetre because you paid for it. A cramped advert reads as cheap.
Print-safe artwork
Do300dpi, CMYK, text kept 5mm clear of the trim edge.
AvoidA logo pulled off a website at 72dpi — it prints soft and fuzzy.
A worked example, in plain text
Imagine a quarter page for a Tewkesbury garage. The whole advert is six lines:
MOTs and servicing in Tewkesbury
Same-day MOT slots, most weeks.
£20 off your first service — quote PATCH.
Family run since 2009. Warranty-safe servicing.
01684 000 000
Church Street, Tewkesbury · Mon–Sat
Nothing clever is happening. It says what, where, why now, why trust it, and how to respond — in that order. That order is the whole trick.
The three most expensive mistakes
- Logo as headline. Your name is the answer, not the question. Lead with the service.
- No deadline. Without a date, there is no reason to act during the month the magazine is in the house.
- Low-resolution artwork. Print is unforgiving. A soft logo undermines every trust signal in the advert.
Don't have artwork? We can design it for you.Patch members send their details, photos and logo, and we design the advert using the structure above before print.Pick a slot and get your advert designed
FAQ
What makes a good magazine advertisement?
One clear headline that says what you do and where, a specific reason to act now, one piece of proof that you are established and local, and a single obvious way to respond. Adverts that try to say everything usually get read as saying nothing.
What size magazine advert should a small business buy?
For a first appearance, a quarter page is usually the sweet spot: enough room for a headline, an offer and contact details without paying for space you cannot fill. Business-card sizes work well for repeat, recognition-led advertising such as trades. Half and full pages suit businesses with a visual product — food, interiors, property, motors.
Should a magazine advert include prices?
Include a price when it is a genuine advantage or removes fear — a fixed-fee service, a starting-from figure. Leave it out when your work is quoted per job, and offer a free quote instead so the advert has a low-commitment next step.
How often should I change my advert?
Keep the layout and branding consistent so people learn to recognise you, and change only the offer or seasonal message. Recognition is built by repetition; redesigning every month resets it.
Do I need a designer to advertise in a magazine?
Not always. Many local magazines include advert design in the price, which is how Patch works — you send your details, photos and logo and the advert is designed for you before print.