When choosing media, knowledgeable marketers consider not only the actual cost of each advertising impression,
but the opportunity costs of choosing one medium over another. At Outpatient Surgery Magazine, we are dedicated
to driving both actual costs and opportunity costs as low as they can go.
When you place a one-page ad in Outpatient Surgery, the cost of an impression or exposure—that is, the cost of
actually getting your message in front of the eyes of each decision-maker—is just 45 cents. That’s less than half
the price of the next best medium you can use. Read all about it on page 11.
Arguably even more important, though, is obtaining the lowest possible opportunity cost. It is critical to get
your message in front of the largest number of decision-makers possible. According to a June 2007 study by
Preston/Rogers Associates, 47 percent of the universe of surgical decision-makers will actually lay eyes on any
given ad in any given issue of Outpatient Surgery. The next best publication can only deliver 10 percent of the
audience. In other words, if you choose this second-best publication, at least 90 percent of the decision-makers
you target will never see the page with your ad on it. There is a terrible opportunity cost for choosing a medium
that delivers only 2,800 impressions per ad in the targeted audience when you could have had 12,400!
There are even more great reasons to pick Outpatient Surgery as your medium of choice. As the surgery market
has grown, so has our circulation. It now stands at 26,942. It is audited yearly by BPA Worldwide, so that you can
be completely confident that your message is getting delivered.
Our newly redesigned web presence ensures thousands more targeted additional impressions
each month for our display advertisers; read all about it on page 16.
If your goal is to tell surgical decision-makers about your product or service, you’ve
come to the right place. No other medium delivers your message more effectively,
economically or accountably than Outpatient Surgery Magazine.
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