If you are looking to advertise your business in print magazines, here are some things you need to consider:

• Choose the magazine that your target market reads. Make a list of magazines in your niche. Home Business Magazine is not the best magazine to advertise if you are trying to reach fashion-conscious women.
• Check of the magazine is audited. There are numbers — and then there are claims. In print publishing, it is important to look at third party circulation audit, which verifies independently the circulation of a magazine. Ask for those figures. It is so easy to say a magazine has x number of circulation, but in reality has half of that number. Be careful in reviewing the claims of non-audited publications.
• Determine how the magazine is read. If you will advertise, you’d want readers of the magazine to at least see your ad. So it is important to ask how readers are using the magazine, and whether the magazine is read from “cover to cover.” Content matters – and so you need to know whether the magazine has ample content that can engage the readers.