The Kate Show – Episode 266
Title: How Neighborhood Magazines Make Print Ads Worth Running
Date: September 23, 2024
Host: Kate (Socialite Agency)
Guest: JP Hamill, Chief Revenue Officer of N2 Company
Episode Overview
This episode explores how hyper-local neighborhood magazines, specifically those published by the N2 Company under their “Stroll” brand, are changing the game in print advertising for service providers in the home industry. Host Kate and guest JP Hamill dive into why most print ads have historically failed home professionals, how N2’s approach is different, and what kind of return on investment (ROI) designers, stagers, organizers, and window treatment specialists can expect. The conversation also covers building trust with affluent homeowners, ad formats, exclusivity, and actionable steps for listeners interested in leveraging hyper-local print.
Key Discussion Points and Insights
The Problem with Traditional Print Ads
- Lack of Targeting & Tracking: Kate shares her skepticism toward print: "For the longest time I have felt, and I still feel that by and large, print, print advertising is a waste of time and money because it is not targeted. You can't track the results." (01:00)
- Changing Perceptions: Some of Kate’s own clients have seen surprising results from N2’s magazines, prompting the interview.
The N2 Company Approach
- Origin & Growth: Founded in 2004, N2 began with small, black-and-white newsletters and has grown to over 800 glossy, luxury publications ("Stroll") nationwide.
"We launched... maybe another 15, 20, 30 over the next couple of years. But it's really taken off to where this year we have over 800 publications across the country." – JP Hamill (09:30)
- Neighborhood-Specific Content: Each magazine is entirely centered around one specific neighborhood, with content created and submitted by community residents.
"The content... is only about that small community... it's kind of a memorialized yearbook each month that goes out to them for free. And it's put together by their neighbors, which is pretty awesome." – JP Hamill (10:21)
- Affluent Targeting: Generally focused on higher-end neighborhoods with substantial buying power, which leads to higher-quality leads for advertisers (11:41).
Engagement and Reader Trust
- High Readership: Residents voluntarily contribute articles, photos, and insider stories, fueling ongoing engagement. People often keep or trade issues (e.g., so featured families have extra copies for grandparents).
"We hear from people all the time that they read it cover to cover. We've had residents say... 'Can I have the last 12 months of copies? My son just threw them out with recycling and I've been saving them.' People keep them on their coffee table." – JP Hamill (13:53)
- Safe Sharing: Even privacy-conscious families are comfortable sharing inside these community publications, since distribution stays within their neighborhood (20:55).
Print Ad Structure & Strategy
- Formats and Options: Ad sizes range from quarter page to full inside/outside covers.
- Sponsorships: Unique sponsorships allow businesses to “sponsor” recurring features like pet of the month, living spaces (home tours), student achievements, etc.
"A business owner... can buy that quarter page that will always be on that article every single month." – JP Hamill (18:29)
- Business Spotlights: Long-term advertisers (2-3 years) get editorial features introducing their businesses to the community with photos and stories.
ROI, Investment, and Timeline
- Meaningful Exposure: ROI is primarily brand recognition and trust, with referrals and leads developing from sustained, visible presence.
"If they develop one or two relationships in that period of time, it's really the word of mouth... Not only will that pay for itself, by the way, but the word of mouth they're going to get from those two people... is really what this is about anyway." – JP Hamill (28:45)
- Realistic Expectations: Not an instant-volume channel but an “in” with high-value community decision-makers—think multi-year investment versus quick wins.
- Contract Terms & Rates:
- Average cost: $450/month for a two-year term.
- Minimum term: 12 months, but most effective at 24–36 months.
- Ad size around ⅓–½ page at average spend, larger or smaller depending on the specific publication (37:31).
- Lower and higher spends possible depending on distribution and ad size.
Competition Among Advertisers
- Multiple Providers per Category: Magazines don't limit to one business per category because variety is more useful to residents.
"We do think there's a bit of a food court mentality in the publication that's healthy to have multiples industry." – JP Hamill (33:56)
Beyond the Ad: Multi-Channel Engagement
- Digital Retargeting: Ads are also digitally displayed within the geofenced neighborhood, further reinforcing brand presence.
- In-Person Events: Sponsors participate in, or are invited to, local events (wine tastings, restaurant reviews, block parties, etc.), strengthening face-to-face rapport with residents.
"You could have the most beautiful Instagram page. It will not compare to you showing up and showing up in a non salesy way." – Kate (39:46)
Notable Quotes & Memorable Moments
- On print’s new role:
“Picture this. A homeowner in a high end neighborhood sees your beautiful ad... because it's in a magazine that's full of stuff about their neighbors... it helps them automatically trust you faster.” – Kate (02:16)
- On content authenticity:
“The only people that we have contributing are people that are raising their hand saying, hey, I love this idea. Can I contribute as well?” – JP Hamill (13:53)
- On sales and authenticity:
"I didn't really leave sales, I really just left the corporate version of sales... I wanted to be an entrepreneur... And to run a business it's hard. There's tons of rewards... but it's challenging." – JP Hamill (40:50)
- On expectation setting:
“We'll tell a business owner directly after finding out a little bit more about their business that this is just not the right fit. Like if you're looking to get five new clients in the next six months, this is not the right partnership.” – JP Hamill (42:48)
- On long-term payoffs:
“If I knocked on every single door in that neighborhood and I asked the homeowner, do you know the name of Plymouth upholstery?... in a year, two years... the majority... would say, oh, I've seen them, I've heard of them.” – JP Hamill (31:12)
- On client confidence:
"Anything worth doing is going to take time, effort, commitment, consistency... It's like going to the gym." – Kate (37:06)
Timestamps for Key Segments
- Intro & JP Hamill’s background: 00:08 – 04:21
- Origin and philosophy of N2/Stroll: 08:28 – 11:41
- How magazines build authentic local engagement: 11:41 – 17:14
- Print ad formats & creative sponsorships: 17:55 – 19:54
- On privacy and resident trust: 20:55 – 22:36
- ROI and expectations for advertisers: 26:20 – 31:12
- Handling multiple advertisers/industry categories: 32:27 – 34:54
- Ad contract terms and average investment: 34:54 – 38:15
- Additional exposure—digital retargeting & events: 38:36 – 39:46
- Authenticity in sales (JP’s career shift): 40:50 – 42:01
- Next steps and special listener offer: 42:48 – 44:22
Actionable Steps for Listeners
- Explore advertising: Email advertising2co.com (N2 = letter N, number 2, co.com). Mention this podcast for a free full-page ad with a 12, 24, or 36 month commitment.
- Evaluate fit: JP encourages a mutual interview process to ensure alignment—N2 wants advertisers whose businesses suit the neighborhood audience.
- Plan for the long term: Consider print as a relationship- and brand-building commitment, not a transactional channel.
Final Thoughts
Kate and JP present a compelling argument for incorporating targeted print as a part of a home professional’s marketing mix. N2’s “Stroll” publications create a sense of local belonging, foster trust, and deliver high-value exposure in a market saturated by digital noise. With reasonable minimums and a strong focus on mutually beneficial partnerships, this print approach stands out as a viable strategy—particularly for businesses ready to invest for steady, compounding returns.
Contact N2 for Advertising: advertising2co.com
Mention The Kate Show for a free full-page ad with partnership
Visit www.katethesocialite.com for episode notes and further resources