Using a tracking mechanism in your print ad is extremely important if you're using your magazine or newspaper advertising for direct-response purposes. Some ways to gauge response include using unique URLs that correspond to an ad in a specific publication, using unique 800#'s in each publication (A reliable service with comprehensive reporting is CallSource), SMS code or using a promo or coupon code that people can use at registration or check-out. There is also currently a  2D barcode service being explored for which a user can use their cell phone even further go retrieve more information about an ad that they see, but it is not yet readily available.

A new study of 833 print ads in seven magazines conducted by the Magazine Publishers of America - in conjunction with VISTA's print effectiveness rating service -  revealed that when a URL was included in a magazine ad, response rates increased markedly.  To read the context of the study and the full MediaPost article, Click Here

To read an informative article about developing unique URLs for your print ads, Dr. Ralph Wilson wrote something helpful a while back. 

If you are interested in using 800#s to track your advertising and have a direct-response product, we'd encourage you to take a look at our Per-Inquiry advertising program.