| While the
rising number of information sources has fragmented the media landscape, Newspapers
remain a strong and vibrant medium. Nearly 6 out of 10 American adults read a newspaper
on an average weekday and over two-thirds of adults read a newspaper on an average Sunday. Newspapers
generally do a good job reaching those with the most purchasing power; high household
income, college graduates, professionals. The highest newspaper readership occurs among
these consumers.
Newspapers are the most commonly used media source among consumers planning to:
 |
Buy a Home |
|
Buy Furniture |
|
Find a New Job |
|
Shop for Clothing |
|
Purchase/Lease a New or Used Car |
|
Purchase Home Improvement & Gardening Supplies |
Classified
Ads deliver consumers who are comparative shoppers. Used mostly by car
dealers, this section of the paper gives the consumer an opportunity to compare offers and
shop for the best deal.
Retail Ads, those in
the main sections of the paper, are usually the most effective as they are seen by the
largest group of potential consumers. Because of this, they are also the most expensive
ads for an advertiser to purchase. With retail ads, consider your target and ask for
placement where this consumer is mostly likely to read. While most newspapers will not
sell a specific position for your ad, (page two/main news), you can request a desired
section of the paper.
Frequency is paramount. If your budget permits, consider running the same ad three or
four days in a given week. The repetition of your message will insure that the ad is not
only seen, but the possibility of a consumer reacting to it will be greatly enhanced.
Also, by using the same ad over a number of days, you might be eligible for a bulk rate,
or special discounts. Ask your newspaper representative about this.
Think about running your ads early in the week, as compared to Thursday, Friday or the
weekend. Since there are usually less ads Mondays through Wednesdays, your ad will not
have to fight as hard for attention.
With print advertising, size counts. Your ad must be large enough to be
noticed before readers can react to it.
Make sure your ad is graphically attractive; it will be less-effective if
people don't see or pay attention to it. Using color in your ads is another way to stand
out from the crowd. Also, your design should have a good amount of white space. Don't try
to tell the whole story; just enough to get your main points across and remember, a good
headline is critical. If you can hook 'em, they'll read further.
Magazines are another
way to reach a desired consumer group. Virtually every potential consumer interest is
represented on the local magazine rack. By targeting a specific demographic and interest,
advertising in the appropriate magazine can guarantee a more targeted approach to reaching
your customers. Much like Cable Television, waste-exposure is diminished because you can
effectively reach that segment most likely to react to your product or service.
Magazine ads also have what is referred to as 'shelf life.' They aren't thrown away
like other information resources. Usually left on the coffee table or other common areas,
magazines are seen by more than just the subscriber.
Business-to-Business publications,
newspapers and magazines, are also a good way to reach not only owners and high-income
professionals, but secretaries and others in charge of making purchasing decisions.
Occasionally, for additional exposure, you can negotiate for an editorial about your
business as a part of the buy.
Direct Mail is still
another print vehicle to be considered. While not right for everyone, direct mail is a way
to get right into a consumers home to promote your product or service. Direct Mail works
best when branding has already been accomplished by means of a traditional advertising
campaign, and when your piece contains some kind of 'money saving or percentage off'
coupon.
It should be noted, however, that the return on your investment is usually very small.
Because many consumers don't like their mailboxes bombarded with direct mail, they throw
them directly into the wastebasket without being opened.
The "PLUS" & "MINUS"
side of Newspapers. |
