resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Truth About Herbs
I appreciate the effort and research put into the article written in the June issue of Acupuncture Today regarding pesticides and Chinese herbs.
The Spirit of the Point
After receiving a large amount of positive feedback on my San Zhen Protocols series, I have decided to focus this article on some relevant clinical aspects of acupuncture therapy prior to moving on to San Zhen Protocols III.
The Science Behind Happiness
Are you happy right now? Whether yes or no, there are a myriad of reasons why you feel that way. A whole academic discipline has developed to find out what causes or obstructs happiness, and how to amplify it.
A Healthy Dose of Failure is Vital to Your Success
As an acupuncturist I tend to see people after they have already suffered for years and "tried everything." They are so desperate for some relief that they want to know everything about how to get better, right now.
When Big Pharma Meets Chinese Medicine
Earlier this year, Bayer made a media splash with their decision to buy the Dihon Pharmaceutical Group Co., a Chinese TCM manufacturer.
Help Secure Our Future by Sharing It
The National Board of Chiropractic Examiners (NBCE) conducts one of the most comprehensive surveys of the U.S. chiropractic profession every 4-5 years.
Thoracolumbar Syndrome: The Great Mimic
The thoracolumbar junction is a common area of joint dysfunction. The most obvious cause is dysfunctional breathing or lack of diaphragmatic breathing. Treating this breathing problem will ultimately be the long-term cure for the syndrome.
News in Brief
NBCE Launches Computer-Based Testing Era; California Chiropractors Get Expanded DOT Exam Privileges; New Jeff Hays Documentary.
Uncle Sam Needs You
Scrutiny into the Department of Veterans Affairs (DVA) continues to grow after efforts to reform the DVA by the former Secretary of Veterans Affairs, Eric Shinseki, were deemed "a stunning period of dysfunction" by Senate Minority Leader Mitch McConnell (R-Ky.).
MPA Media Wins Seven Publishing Awards
MPA Media, publisher of Acupuncture Today, among other titles, has been recognized for editorial and design excellence with an unprecendented seven publishing awards by the ASBPE, the nation's largest organization for business-to-business publications.
Let the Patient Tell Their Story
Often when a patient presents with an injury, they want to tell their story. People by nature like to talk about themselves, particularly when they're worried about their health.
Healing Community Trauma in Israel and Palestine
It's the beginning of August and Israel and Hamas have just agreed to a 72-hour ceasefire after a month of brutal fighting. In the last four weeks, 1,830 Palestinians and 67 Israelis have been killed.
Improving Our Political Effectiveness
The November 2014 elections are right around the corner; members of Congress, governors and state legislators are all running. Now is a good time to talk frankly about our overall political involvement.
The Problem With Prolonged Sitting
We need to constantly talk to our patients about spending less time sitting and about what can go wrong with poor sitting postures. The fact is we sit too long in repetitive malpositions.
Get Ready For AOM Day
This year, AOM Day 2014 falls on Friday, (October 24th). This is a great opportunity to make your AOM Day celebration or event even bigger by extending it throughout the weekend!
Medicalization and Mindfulness
The past several years have seen a veritable explosion of research on mindfulness. Research abstracts we've published in each issue of Health Insights Today under the heading "Mind-Body News" have increasingly reported on studies about mindfulness interventions.
Rethinking GMO: Less Panic, More Context
Some of you may have noticed that after writing parts 1 and 2 of “Genetic Modification of Organisms for Human Consumption” a while back [Nov. 15, 2013 and Jan. 1, 2014 issues], part 3 never appeared.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 1)
When we think of lower back pain, we tend to think in terms of the lower lumbar spine and the SI joint. These joints and their discs are obviously important. However, we tend to miss fixations that occur just above – in the upper lumbar spine. Three questions come to mind: 1) Why is the upper lumbar spine so important? 2) Why do we miss the fixations here? 3) How can we adjust them?
History of Animal Acupuncture: Part II
In Part I of this article, I had gone back to 1969 and tried to describe the atmosphere and events of that year that engulfed many of the younger generation, some who were all the core members of the National Acupuncture Association.
Thoughts to Live By
When speaking to your patients about their health make sure to ponder the following points and have them assess if they are making themselves even more sick by the thoughts they have about life. Are these some of the traits and thoughts that your patients might have?
If You Get a Request for Records, Respond!
In our previous two articles, we discussed two of the main reasons for denial when chiropractic records are reviewed by Medicare contractors.
A Glimpse Into China's Top Brain Hospital
The sounds of the city pass through the open window are overwhelming the microphone - car horns, construction machinery - and then there's the family at the adjacent bed talking loudly on cell phones, yet you can still hear the faint beep of our patients monitoring equipment.
October, 2009, Vol. 9, Issue 10
The Media is the Massage
By Cary Bayer
The medium is the message. – Marshall McCluhan
One of the first things that a journalist learns is to ask and get answers for the five key questions: who, what, when, where and how.In a previous article, you learned what to say in an ad. In another one, you learned how to say what you want to say. In this one, you’ll learn where to say what you want to say.
The ads to which I’m referring are one of two types: either the retail-oriented ad (e.g. “half-price special for new clients,” or “buy one, get one free”), or the image ad that positioned you uniquely in the marketplace. While there is an art to how to communicate in an ad, there’s not a precise science to where to communicate, even though media specialists in advertising agencies ply their sophisticated demographic and psychographic analyses trying to make it as scientific as possible.
For a massage therapist promoting a discount pricing ad to attract new clients, there’s a bit of trial and error that will probably be necessary. The following media outlets are ones that you’ll likely wish to experiment with:
Depending on where you live, you may not have all these options available to you. If, for example, you live in New York City, you’ll have a multitude of these options, but there likely won’t be a weekly community newspaper for which you are asked to pay. If, on the other hand, you live in Woodstock, NY, there’s a paid weekly community newspaper but not a daily one. The options available for each media outlet are as follows:
Daily newspaper: In large metropolitan areas, advertising in the daily newspaper is going to be too expensive for most massage therapists. However, there are quite a few small cities that offer affordable daily papers. The Boca News in Boca Raton, for example, can be an excellent media choice for a south-Florida LMT.
The advantage of using an inexpensive daily in a small city is that it reaches a large audience. The disadvantages are three-fold: the potentially high cost for ad space; not everyone who sees your ad is interested in massage; and you are paying to reach some readers in further areas of distribution who might not want to drive that far to get a massage.
Weekly community free newspaper: Most communities feature a free newspaper that reports on local news and incorporates advertisements from local businesses. The cost is very affordable and everyone who reads the ad is located close to your massage table. The negatives in promoting your services here are two-fold: not everyone who reads the paper is particularly interested in getting massaged, and not everyone who receives the paper reads it very closely.
Paid weekly community newspaper: In Woodstock, residents are eager for Thursday afternoon arrival of the Woodstock Times, a well-written and well-liked weekly paper. If you’re a massage therapist in this newspaper’s distribution area and you’re contemplating advertising your services, this option is a no-brainer. If you live in an area that lacks a daily paper but has a paid weekly one, chances are strong that this is the first place to consider when advertising.
The major pros here are: a well-read paper, affordable costs, and most people are within driving distance of your table. The major con, again, is that not everyone who sees your offer is interested.
Free monthly or bi-monthly wellness newspaper/magazine: Not every community gives people access to a free monthly or bi-monthly wellness publication. But if yours does (and most populated areas now do, as the Natural Awakenings regional franchise business model has spread far and wide), this is an outstanding option.
The advantages are that virtually everyone who reads your ad understands the importance and benefits of massage, and readers look at the ads far more closely than people leafing through their daily newspapers. The disadvantages are that because distribution can reach into the hundreds of miles, you wind up paying to reach a large number of readers who are not willing to drive to your table, and they’re too far for you to drive to them. In addition, the cost for advertising here might be too pricey for some LMTs.
Weekly or monthly cultural newspaper (free): This can be a good option for some LMTs. In the New York City area, for example, the legendary Village Voice is a good choice. However, most therapists don’t have this kind of publication as an option. The benefits to advertising here: Readers looking for good entertaining and culinary adventures check out the ads quite carefully. The downside: The price can be steep, and many readers might be unwilling to drive to see you.
Experiment with these media choices and see what works best for you. Keep careful records of the responses to your advertising in terms of numbers of people trying you out, and what percentage keep on seeing you. In most cases, all it takes is one ongoing client to make it worth your while to advertise in any of these media outlets.
Click here for more information about Cary Bayer.
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