At Links Magazines, we sometimes need to explain to advertisers why response levels can look lower when they’re selling a niche product.
It comes down to something called the Sales Funnel.
Our total readership is 128,000 people – that’s the broad universe we start with. But as we narrow the focus, the audience naturally reduces:
128,000 read the magazines
A smaller number are actively interested in home improvement
Fewer still are currently looking for new windows
An even smaller group are considering wooden windows
And only a tiny fraction are ready to buy stained glass windows today
At each step, the audience (and therefore the potential responses) shrinks. This isn’t a sign of failure – it’s simply how markets behave.
The key point for advertisers is this: while the numbers get smaller, the people who remain are the most relevant and qualified prospects.
That’s why we encourage clients to think of advertising not just as a quick win, but as a way to guide readers through the funnel — from broad awareness to specific interest and finally to purchase.
