Small Business Advertising: Magazines vs Digital Screens – Which Is Better for Your Business?
If you own a small business, deciding where to spend your advertising budget can be difficult.
You want to reach more potential customers, build awareness of your brand and generate enquiries, but with so many advertising options available, how do you know which offers the best value?
Two options worth considering are traditional local magazine advertising and digital screen advertising.
Both allow businesses to promote their products and services to local audiences, but they work in very different ways.
Local magazines give businesses the opportunity to appear in printed publications delivered to homes and distributed throughout communities.
Digital advertising screens offer a different approach, displaying promotional content in physical high footfall, trusted venues where people spend time.
But which is better? How much does each cost? And is digital screen advertising a more affordable way for small businesses to build local brand awareness?
In this guide, we'll compare Magazine Advertising and Digital Screen Advertising, the options available in Peterborough, Bourne and Deeping, and explain what businesses should consider before investing in either option.
Magazine advertising vs digital advertising screens: What's the difference?
Before comparing prices, it's important to understand how each advertising format works.
What is local magazine advertising?
Local magazine advertising involves paying to have your business promoted within a printed publication distributed to households, businesses or community locations.
These magazines often contain local news, events, lifestyle features, business directories and recommendations.
Businesses can typically choose from several advertising sizes, ranging from small business-card-style adverts to quarter-page, half-page and full-page placements.
Some publishers also offer premium positions, such as the inside front cover or back cover.
One of the main advantages is that your advert appears alongside familiar local content in a publication that readers may choose to keep and revisit.
However, your advert is generally fixed for that particular issue. If you want to change your message, promote a new offer or update your contact details, you'll normally need to submit new artwork for a subsequent edition.
What is digital screen advertising?
Digital screen advertising, also known as digital out-of-home advertising (DOOH), involves displaying promotional content on electronic screens in physical locations.
These screens can be found in shopping centres, gyms, leisure facilities, cafes, retail environments and other community venues.
Rather than placing an advert in a printed publication, businesses purchase advertising space within a digital screen network.
Their promotional content is then displayed according to an agreed schedule.
Depending on the advertising provider, businesses may be able to:
Advertise across one or multiple locations.
Display promotional images and messages.
Use animated or video content where supported.
Update their advertising creative digitally.
Run campaigns for an agreed period.
Reach people in selected geographical areas and venue types.
The key difference is that magazine advertising relies on a reader opening and engaging with a publication, whereas digital screen advertising creates opportunities for people to encounter your advert while visiting a physical venue.
While with magazines you're hoping someone picks up the magazine and then turns to the page where your advert is displayed, with digital advertising screens your advert is repeated on a loop. For example, with Dwell Media your advert plays every 2 minutes, meaning your advert has the opportunity to be seen up to 30 times in a single visit, providing your business with massive exposure.
How much does local magazine advertising cost?
One of the most important considerations for a small business is affordability.
Magazine advertising prices vary considerably depending on the publication, circulation, advert size, distribution area and frequency of publication.
To make this comparison more useful, we've looked at published advertising rates from magazines serving Peterborough, Bourne and Deeping.
1. In & Around West Peterborough
In & Around West Peterborough is a community magazine serving West Peterborough, surrounding villages and the Ortons.
The publication states that its magazines are distributed on a bi-monthly rotational basis, reaching more than 8,000 households across two months.
Its published advertising rates include:
Advert size | Price per issue |
Quarter page | £73 |
Half page | £120 |
Full page | £186 |
Inside front cover | £230 |
Inside back cover | £230 |
Back cover | £290 |
Advertorial | £280 |
Prices exclude VAT.
The publisher also offers discounts for repeat bookings, including 7% off four consecutive months and 12% off 12 consecutive months. Advert design is available from £30.
For a small business, a quarter-page advert at £73 may appear relatively affordable.
However, if you want to maintain a presence through multiple editions, the total investment will increase.
2. The South Kesteven Advertiser – Bourne and Market Deeping
The South Kesteven Advertiser is particularly relevant to businesses operating across Bourne and Market Deeping.
It is distributed through Royal Mail to more than 25,000 homes and businesses over a four-week period, covering areas including:
Bourne
Market Deeping
Deeping St James
Thurlby
Baston
Langtoft
Northborough
Maxey
West Deeping
Surrounding villages
The publication is an A5, full-colour directory and offers the following advertising prices:
Advert size | Weekly cost | Approx. four-week cost |
Eighth page | £22.50 | £90 |
Quarter page | £39.50 | £158 |
Half page | £70 | £280 |
Full page | £125 | £500 |
All prices are per week, plus VAT.
The publisher also offers:
Free advert design.
A 10% discount for prepayment.
An eight-week booking promotion where you book eight weeks and pay for seven.
Premium positions at additional cost.
This is a useful example because it demonstrates how quickly the cost of magazine advertising can increase when a business wants a larger advert or a longer campaign.
A quarter-page placement, for example, costs approximately £158 over four weeks before VAT.
3. The Deepings Advertiser
The Deepings Advertiser is another publication specifically serving Market Deeping, Deeping St James and surrounding communities.
Its published circulation information states that the magazine is delivered weekly to approximately 6,500 homes across Market Deeping, Deeping St James, Frognall, West Deeping and Deeping Gate.
An available rate card, dated January 2023, listed the following prices:
Advert size | Historical published price |
Small business advert | From £9.90 |
Size 2 advert | From £23 |
Size 3 advert | From £33 |
Quarter page | From £60 |
Half page | From £100 |
Full page | From £199 |
These are historical rates, not confirmed current quotations. The original rate card also states that VAT is additional.
One interesting point is that the publisher offers discounts for repeat insertions, with prices reducing as advertisers book more issues.
This demonstrates one of the traditional strengths of magazine advertising: businesses can build a recurring presence by appearing in multiple editions.
4. The Moment Magazine – Peterborough and surrounding areas
The Moment Magazine is a regional lifestyle publication covering Peterborough, Stamford, Oundle and surrounding towns and villages.
Its advertising information states that the publication reaches 69,000 readers through a combination of distribution locations and home deliveries.
Its published rate card includes:
Advert size | Published price |
Half page | £550 |
Full page | £850 |
This is a considerably larger advertising investment than some of the smaller community publications.
However, it also illustrates an important point: not all magazine advertising is aimed at the same audience or offers the same geographical coverage.
A larger regional publication may be suitable for businesses seeking broader exposure, whereas a smaller community magazine may offer more concentrated coverage of a particular neighbourhood.
5. The Village Tribune – North Peterborough villages
The Village Tribune is a community publication serving villages around north Peterborough, including Helpston and surrounding areas.
Its published advertising information includes:
Advert size | Price per issue |
Eighth page | £30 |
Sixth page | £49 |
Quarter page | £77 |
Half page | £120 |
Full page | £215 |
The publisher also advertises a 20% discount when booking a series of six adverts covering 12 months.
It states that its leaflet insert service covers approximately 4,600 copies, with printing costs additional.
These are useful examples for businesses serving communities outside Peterborough city centre, where more targeted village-level advertising may be relevant.
Comparing local magazine advertising prices
Looking across these publications, there is a considerable difference in advertising costs.
The following table brings together the published examples.
Publication | Area | Example advertising cost |
In & Around West Peterborough | Peterborough | £73 quarter page |
South Kesteven Advertiser | Bourne and Deeping | £39.50 per week quarter page |
The Deepings Advertiser | Deeping | £60 quarter page (2023 rate) |
The Moment Magazine | Peterborough region | £550 half page |
The Village Tribune | North Peterborough villages | £77 quarter page |
Prices are published examples, not guaranteed current quotations. Booking periods, VAT, distribution, design and promotional discounts differ between publishers. Check current availability and terms before booking.
The important thing to remember is that the price of an advert doesn't tell you how much exposure your business will receive.
A £73 magazine advert might be distributed to thousands of households, but that doesn't mean thousands of people will read that particular advert.
Likewise, a £550 advert in a larger publication doesn't automatically generate more customers.
You need to consider the publication's audience, distribution, advert placement, frequency and the likelihood that its readers are relevant to your business.
How much does digital screen advertising cost?
Digital screen advertising can offer a different pricing structure to traditional magazine advertising.
Instead of paying for a particular advert size in a printed publication, businesses pay for access to advertising space within a screen network.
The cost will depend on factors such as:
Number of screens included.
Locations and types of venues.
Length of the advertising campaign.
Frequency of advert appearances.
Duration of each advert.
The provider's booking and scheduling arrangements.
With Dwell Media, local businesses can advertise on digital screens across Peterborough, Bourne and Deeping.
Dwell Media advertising starts from just £59 per month.
This provides a high-impact alternative for businesses that want to establish a recurring presence in local community venues without necessarily committing to the cost of larger magazine placements.
At just £59 per month, the cost of a basic Dwell Media package is £708 over 12 months.
However, the most important comparison isn't simply the monthly price. It's what the advertising package includes and how well the locations match your customers.
Magazine advertising vs Dwell Media: Cost comparison
Let's compare the published local magazine rates with Dwell Media's starting price.
Advertising option | Cost |
Dwell Media digital screens | From £59/month per full screen ad |
In & Around West Peterborough – quarter page | £73 per issue |
South Kesteven Advertiser – quarter page | £39.50 per week |
South Kesteven Advertiser – quarter page over four weeks | £158 |
The Deepings Advertiser – quarter page | £60 per issue (2023 rate) |
The Village Tribune – quarter page | £77 per issue |
The Moment Magazine – half page | £550 per placement |
This comparison highlights an interesting opportunity for local businesses.
For less than the cost of some individual magazine placements, Dwell Media offers a starting monthly digital screen advertising package.
However, the two formats provide different products.
A magazine advert gives your business a fixed printed placement in a publication.
Dwell Media offers scheduled digital advertising in selected physical venues.
To make a proper comparison, businesses should consider the number of locations, the advertising schedule, campaign duration and the relevance of the audience.
What does £59 per month actually mean?
A £59 monthly advertising investment works out at:
£59 per month.
£177 over three months.
£354 over six months.
£708 over 12 months.
This gives a small business a predictable monthly advertising cost.
For comparison, a quarter-page advert in the South Kesteven Advertiser at £39.50 per week would cost approximately £158 over four weeks, before VAT.
That is more than two and a half times Dwell Media's starting monthly price.
What are the advantages of magazine advertising?
Magazine advertising has been around for decades, and there are good reasons why local publishers continue to attract business advertisers.
1. Reaching local households
One of the biggest advantages is geographical targeting.
Community magazines are often delivered directly to homes in specific neighbourhoods, villages or towns.
This can be particularly useful for businesses whose customers are local residents.
For example:
A plumber targeting homeowners.
A garden maintenance company serving local villages.
An estate agent promoting properties in a particular area.
A restaurant promoting its menu to nearby households.
2. Readers can keep the publication
Unlike a social media post that may disappear from someone's feed quickly, a printed magazine can remain in a home for several days or weeks (although this is rare).
3. A familiar local environment
Community publications often include local news, events, stories and information.
An advert appears alongside content that readers may already recognise and trust.
For businesses targeting a particular community, this can be valuable.
4. Different advertising sizes
Magazines generally offer several advert sizes, allowing businesses to choose a placement according to their budget.
A small advert can provide an affordable entry point, while a larger placement offers more room for images, messages and contact details.
What are the disadvantages of magazine advertising?
Although magazine advertising can be effective, there are some limitations to consider.
1. Your advert is competing for attention
A magazine can contain dozens of advertisements.
Your business may be competing against other companies offering similar services, and readers may not necessarily notice every advert.
In most magazines your advert is placed on the same page as competitors or on a page filled with 10's of other adverts, making it extremely difficult to stand out. Unless you're paying for a quarter, half or full page advert.
2. Your advert is generally static
Once a magazine has gone to print, the advert cannot be changed.
If you launch a new product, change your prices or want to promote a seasonal offer, you'll normally need to wait for the next issue.
3. Repeated advertising increases the cost
A single advert isn't enough to build familiarity.
Many publishers encourage businesses to book multiple issues, often offering discounts for longer commitments.
However, these repeat bookings increase the overall marketing investment.
4. Limited flexibility
Your advert is generally tied to a particular publication and distribution area.
If your target market changes, you may need to choose another publication or pay for additional coverage.
5. Measuring results can be difficult
Unless you use a dedicated phone number, QR code, website address or promotional code, it can be difficult to establish how many enquiries came directly from your magazine advert.
This doesn't mean magazine advertising cannot work. It simply means you need to think about measurement before booking.
What are the advantages of digital screen advertising?
Digital screen advertising offers a different set of benefits for businesses looking to build local awareness.
1. Advertise where people spend time
Rather than relying exclusively on people reading a publication at home, digital screens puts your business in front of people in venues where people visit and spend time.
For example, a screen in a childrens play venue provides opportunities to reach busy parents and household decision makers while they are spending time there.
The suitability of each venue depends on the type of business you are promoting.
2. Your advert can be displayed repeatedly
A digital screen operates on a scheduled playlist, meaning your advert will appear multiple times during the venue's operating hours.
This provides recurring opportunities for visitors to encounter your message.
For Dwell Media, advertising is designed around scheduled appearances within the screen network.
Repeated digital screen advertising provides exposure and builds familiarity along with trust.
And the data backs up the impact of outdoor advertising:
37% of people said seeing a brand advertised in public spaces was proof that it was a legitimate business.
80% of brands saw a significant increase in additional sales from billboard exposure
3. More flexibility with your creative
One of the biggest advantages of digital advertising is the ability to update your content electronically.
For example, you might want to promote:
A new service.
A seasonal offer.
A special event.
A new product.
A recruitment opportunity.
A website or booking service.
Rather than producing replacement printed material, digital screen advertising allows content to be changed through the screen management system instantly. subject to the provider's arrangements.
4. Advertise across multiple local areas
For businesses that serve more than one town, digital screen networks can provide opportunities to advertise across multiple locations.
Dwell Media operates across:
Peterborough.
Bourne.
Deeping.
This can be particularly useful for businesses whose customers are spread across the surrounding communities.
5. A predictable monthly investment
With Dwell Media packages starting from £59 per month, businesses can explore local screen advertising without making a large upfront commitment.
A defined monthly price can also make it easier to plan an ongoing marketing budget.
What are the disadvantages of digital screen advertising?
Digital screens aren't the right solution for every business, and there are several things to consider.
1. Not every venue suits every business
The audience visiting a leisure centre may be very different from the audience visiting a garden centre or a cafe.
Before advertising, consider whether the venue is relevant to your customers.
2. Your advert shares the screen
Digital advertising screens usually display several advertisers in a rotating playlist.
Your advert won't necessarily be displayed continuously, so it's important to understand the schedule and frequency of appearances.
Ask the provider:
How long is each advert displayed?
How frequently does it repeat?
How many advertisers share the playlist?
What are the venue's operating hours?
How many screens are included?
In the case of Dwell Media, we offer 5 and 10 second ad slots, with adverts repeating every 2 minutes.
3. It requires effective creative
A digital screen advert needs to communicate quickly.
The message needs to be clear, visually appealing and easy to understand.
At Dwell Media, we can create an advert that creates an impact quickly for you.
Magazine advertising vs digital screen advertising: Full comparison
Here's a summary of the main differences.
Feature | Local magazines | Dwell Media digital screens |
Starting price | Varies by publication and advert size | £59/month |
Advertising format | Printed advert | Digital advert |
Audience environment | Homes and distribution points | Busy community venues |
Geographic coverage | Publication distribution area | Venues across Peterborough, Bourne and Deeping |
Creative format | Static | Digital images and supported motion content |
Updating your message | Usually requires a new printed advert | Can be updated digitally |
Advertising frequency | Depends on publication schedule | Scheduled appearances throughout venue operating hours |
Multiple locations | Requires multiple publications or distribution areas | Available through selected screen packages |
Campaign commitment | Often repeat issue bookings | Depends on the package |
Measurement | QR codes, offer codes and enquiry tracking | QR codes, offer codes and enquiry tracking |
Best suited to | Reaching local magazine readers | Building awareness woth local residents in physical venues |
The best format depends on your customers, marketing objectives and available budget.
Which is better for different types of small business?
Different businesses have different customers, so it's worth considering which advertising environment is most relevant.
If you want an advertising channel that's going to make an impact, provide repeated exposure to your target audience and build trust, digital advertising screens could be the perfect option for you.
Builders and home improvement companies
A local builder, roofer, driveway installer or fencing company might find both formats useful.
Magazine advertising can put your advert in the homes of local people, but there's no gaurentee your advert will be seen. Digital advertising screens provide your business with the opportunity to build brand recognition, trust and generate leads through scannable QR codes.
Hairdressers and beauty businesses
Hairdressers, barbers and beauty salons may benefit from advertising in venues that attract local residents.
Digital screens can also be useful for promoting specific treatments, introductory offers or new services.
Magazine advertising may be suitable for reaching readers in a defined local area.
Estate agents and property services
Estate agents, mortgage advisers and property maintenance companies often rely heavily on local recognition.
Both formats can provide a physical advertising presence, but the geographical coverage needs to match the areas they serve.
Professional services
Accountants, financial advisers, solicitors and other professional services often rely on trust and recognition.
Regular digital screen advertising in trusted local venues can help establish familiarity, particularly when combined with a professional website, strong reviews and relevant online content.
How to calculate whether your advertising is worth the money
One of the biggest mistakes small businesses make is choosing advertising based purely on its headline price.
A better approach is to consider how much you need to earn from your advertising to justify the investment.
Let's look at a simple example.
Imagine you run a local business and spend £59 per month on advertising.
Measure | Example |
Monthly advertising spend | £59 |
Average profit per new customer | £150 |
Customers required to cover advertising cost | 1 |
Profit after advertising cost from one customer | £91 |
In this example, one new customer generating £150 in profit would cover the £59 advertising investment.
If that customer also returns in the future or recommends your business to others, the longer-term value could be higher.
However, these are illustrative figures. Your actual results will depend on your margins, customer retention and conversion rates.
Understand customer lifetime value
For many local businesses, a customer is worth more than their first purchase.
Consider a gardener who secures a customer paying £100 per month for ongoing maintenance.
Over 12 months, that customer generates £1,200 in revenue.
If the customer stays for several years, the value of winning that customer could be considerably higher.
This is why businesses should consider the lifetime value of a customer rather than looking only at the first sale.
Track your advertising properly
Whichever advertising method you choose, try to measure the results.
You could use:
A dedicated landing page.
A unique QR code.
A campaign-specific offer code.
A dedicated telephone number.
A simple question asking customers how they heard about you.
For digital screen advertising, QR codes can provide a direct route from the physical advert to your website or enquiry page.
For magazine advertising, a unique website URL or promotional code can help identify responses from a particular publication.
Remember that with digital advertising screens businesses get the additional opportunity to build awareness that may influence future purchases as well as direct responses.
Should you use magazines and digital screens together?
It's worth remembering that magazine advertising and digital screens don't have to be competing alternatives.
For some businesses, using both formats could provide a broader local advertising strategy.
For example, a business might advertise in a community magazine to reach households while also using digital screens to build awareness in selected venues.
The two channels provide different opportunities for exposure.
A magazine can be kept and revisited, while a digital screen can provide repeated opportunities for visitors to encounter your message during their time at a venue.
You could also combine offline advertising with Google Ads and social media campaigns.
The important thing is to avoid spreading your budget too thinly. Start with channels that are most relevant to your customers, measure their performance and expand once you understand what is working.
How to choose the right local advertising for your business
Before committing to an advertising campaign, ask yourself these questions.
1. Who are my ideal customers?
Think about their location, age range, interests and the types of places they visit.
2. Where am I most likely to reach them?
Consider whether they are more likely to engage with a local magazine, visit a particular venue or search online for your services.
3. What is my budget?
Decide how much you can comfortably invest each month without putting pressure on your business finances.
4. How often will people see my advert?
Understand the publication frequency or digital screen schedule before booking.
5. Can I change my advertising message?
If you regularly promote new services or offers, creative flexibility may be important.
6. How will I measure success?
Establish how you'll track enquiries, sales and other meaningful results.
7. Does the advertising provider understand my local market?
Look at the geographical coverage, venue selection, distribution information and experience of the provider.
Taking the time to answer these questions will help you choose an advertising format that makes sense for your business.
Frequently asked questions: Magazine advertising vs digital screens
Is magazine advertising worth it for small businesses?
Magazine advertising can be worthwhile when the publication reaches your target audience and provides suitable geographical coverage. It can be particularly useful for businesses targeting homeowners and local residents. However, results depend on advert placement, publication frequency, readership and the quality of your message.
How much does it cost to advertise in a local magazine?
Prices vary considerably. Published examples include £73 for a quarter-page advert in In & Around West Peterborough, £39.50 per week for a quarter-page advert in the South Kesteven Advertiser and £550 for a half-page placement in The Moment Magazine. Check current rates and booking terms directly with each publisher.
How much does digital screen advertising cost?
Digital screen advertising prices depend on the provider, locations, number of screens, advertising schedule and campaign duration. Dwell Media offers local digital screen advertising starting from £59 per month across selected opportunities serving Peterborough, Bourne and Deeping.
Is digital screen advertising better than magazine advertising?
Neither format is automatically better. Magazines offer access to readers through printed publications, while digital screens provide opportunities to advertise in selected physical venues. The best option depends on your target audience, budget and marketing objectives.
Can I advertise my business across Peterborough, Bourne and Deeping?
Yes. Businesses can explore a combination of local magazines, online advertising, roadside advertising and digital screen advertising across these areas. Dwell Media offers digital screen advertising opportunities serving Peterborough, Bourne and Deeping.
How often should a small business advertise?
Consistency is important when building brand awareness. One-off advertising can generate interest, but customers need several opportunities to encounter your brand before taking action. Consider your budget and choose a campaign duration that allows you to maintain a consistent presence.
Can I change my advert on a digital screen?
Digital screen advertising allows promotional content to be updated electronically, subject to the provider's arrangements. This can be useful when promoting new products, seasonal offers or changes to your services.
How do I measure the success of magazine advertising?
Use a dedicated QR code, promotional offer, website URL or phone number to help identify enquiries generated by a particular magazine. You can also ask new customers how they heard about your business.
How do I measure the success of digital screen advertising?
QR codes, dedicated landing pages, promotional codes and enquiry tracking. You should also evaluate the campaign's location, frequency and suitability for your target audience.
Looking for an affordable way to advertise your business locally?
Digital screen advertising provides an alternative, high-impact option that gives businesses multiple opportunities to promote their products and services in selected physical venues.
With Dwell Media, local businesses can explore digital advertising opportunities across Peterborough, Bourne and Deeping, with packages starting from just £59 per month.
Whether you're a tradesperson, retailer, professional service provider or growing local business, the right advertising strategy can help more people become familiar with your brand.
Why not explore what local digital screen advertising could do for your business?
Get in touch with Dwell Media to discuss your advertising objectives and find out about available screen locations and packages.
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