Traditional Media Yay or Nay: A Guide for Your Marketing Dollars

1. Newspaper Ads 

NAY – with a tiny asterisk. 

Unless you’re getting into The Wall Street Journal or a high-end lifestyle insert that’s literally landing in the mailboxes of gated communities, newspaper ads just don’t deliver the ROI. Your ideal buyer isn’t flipping through section B to stumble across your pergola ad. Save your dollars. 

2. Magazine Ads 

YAY – but only if it’s the right magazine. 

Magazines still have cachet—especially design-forward, aspirational ones like Architectural Digest, Veranda, or high-end regional magazines. Affluent buyers love beauty and storytelling. If your ad looks like a feature (not a coupon), it can work really well. 

Hot tip: Your photography better be on point. This is not the time for DIY iPhone pics. 

3. Direct Mail 

BIG YAY. 

We will die on this hill. When done right, direct mail is one of the most effective ways to reach affluent homeowners. We’re talking thick, luxe paper, minimal copy, and visuals that scream sophistication. 

Bonus points if you integrate digital tools like QR codes or personalized URLs. That’s how you take a “static” piece and turn it into a lead-generating machine. 

4. Billboards 

NAY-ISH. 

Billboards work for restaurants and impulse buys—not so much for high-ticket outdoor services. That said, if you’ve got a hyper-local board near a luxury neighborhood or country club, maybe. But think of it strictly as brand awareness, not a lead generator. 

And if you do go for it, make it simple and beautiful. One image, one headline. No bullet points. 

5. Radio Ads 

Hard NAY. 

Affluent homeowners are not hearing your pitch in between classic rock sets. They’re listening to curated Spotify playlists or catching up on their favorite podcasts. 

That said—sponsoring a relevant podcast? That’s a different story. Especially if it’s local or targeted. But traditional radio spots? Pass. 

6. TV Commercials 

NAY. 

Local TV ads are expensive, untargeted, and often come with “free production” that looks like a high school AV project. Affluent buyers are streaming content—not watching local network TV. 

Your money’s better spent elsewhere (like on a gorgeous branded video for digital use). 

7. Event Sponsorships 

YAY. 

This is where your ideal client hangs out. Whether it’s a garden tour, charity gala, or golf tournament, these events let you show up in their world—relaxed, curious, and receptive. 

Go all in on one great sponsorship per year. It’s worth it for the facetime, photo ops, email lists, and credibility alone. 

8. Catalogs & Lookbooks 

YAY – when they’re beautifully executed. 

A gorgeous printed catalog or lookbook can live in a client’s space long after they’ve forgotten your website. Make it feel like a coffee table piece—not a brochure. And if you include QR codes to your online galleries or estimates? Even better. 

This one’s especially powerful for service-based businesses that want to showcase the lifestyle they help create. 

9. Trade Publications (B2B) 

YAY – if you rely on referrals. 

If architects, designers, or builders are part of your sales process, trade pubs are a smart spend. These folks still read print, and they remember the brands that help make them look good to their clients. 

10. High School Yearbook Ads 

Sentimental YAY. 

OK – full disclosure. This is coming from a former yearbook editor. No, you’re probably not going to snag a $200K pool project from your ad in the back of a high school yearbook. But it’s a goodwill gesture, it supports hardworking kids, and it usually costs less than lunch. So yeah, we say yay. 

Final Thoughts: The Right Tool for the Right Job 

Traditional media isn’t dead—it just needs to be used wisely. When your goal is to reach affluent homeowners, the shotgun approach doesn’t work. What does work? Smart, strategic placements that align with your brand’s aesthetic and values. 

If it looks and feels like luxury—and reaches the right people at the right time—it’s a win.