13 Facts About Newspaper Advertising

Advertising in the paper works for many people in business. The astute merchant understands the newspaper's weaknesses and works to avoid them whenever possible.

Here are 13 facts you should know.

1 Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily.

2 Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. Newspapers have been there in every step of the typical store owner's life from the very beginning. Newspapers covered his birth, his high school graduation, his engagement, his marriage, the death of his parents and everything else.

3 Many, if not most, retailers, lay out their own ads. It is said that over the years, merchants have come to believe the only way to get it right is to do it themselves. This thinking has given rise to the new breed of newspaper salesperson. No training, just a list of customers and the daily question "Gotchyur ad ready yet?"

4 There is no proof full page or double-truck ads are more effective than half page ads. The savings can be spent on a concurrent radio campaign or billboards.

5 The same with color. It looks great, but the increased cost many times does not justify the small increase in readership. Forget the color and go with more frequency.

6 The paper is delivered daily, but there is no need for an ad every day as the paper reaches the same readers. 3 times a week works just fine. Spend the difference in the shopper or on a supporting radio campaign.

7 Newspaper coupons will have a better rate of redemption with a radio chaser. Especially if the coupons are NOT in a Sunday paper competing with 85% of all coupons weekly. Think about a coupons on Tuesday with supporting radio to drive them to it.

8 Less than half of newspaper readers read the entire paper. Most are skimmers. How many times through the paper does it take for you to find your own ad?

9 Over half of every newspaper is advertising. Almost as bad as TV where commercial breaks now last more than three and a half minutes. More than two-thirds of the huge and heavy Sunday brick is advertising and stuffers and lap cards (those pesky little cards that fall out when you pick it up).

10 Newspaper rates are climbing faster than any other advertising media. The smallest of ads in the smallest papers can cost over $100. One time, one shot and POW!, its at the bottom of the bird cage or spread out for an indoor dog's emergency.

11 Newsstand and subscriptions prices are rising, too. 75 cents an issue is rapidly losing to 4 quarters.

12 Most papers offer no competitive protection. Your ad can be placed side-by-side with your competition. Get the salesperson to guarantee you separation.

13 Daily newspaper numbers are dwindling. There are less than 1000 daily papers left in the US. Smaller communities must rely on weeklies or papers from another area with a "local" section. In some markets one publisher controls several small town papers, printing them at a central location, changing only the front page for each community.

Newspapers are still a formidable advertising force. Find ways to continue to use the paper to increase store traffic, but do it with other advertising too, so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper. Just do it better.

For more about advertising, get my article "Do Your Radio Ads Work?" MailTo:RadioAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net

____________________

Advertisement: Honest Riches - Click Here!

Advertisement: Lost AdWords - Click Here!

Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!

Advertisement: Who Loves Money? - Click Here!

Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!

---

Outdoor Sign

Many business organizations that needs to disseminate late-breaking information to a large number of people. Out door sign boards are the perfect solution for them that command... Read More

15 Tips for Better Yellow Page Ads

Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least... Read More

The $500.00 A Month Plan

One way to make extra money or start a business of your own is by placing advertising which will pay a good profit. Selling printed information... Read More

Write Attention Getting Advertisements

The most important aspect of any business is selling the product or service. Without sales, you aren't generating any income and your business will die. All sales... Read More

Five Characteristics of Highly Successful Advertising

Have you ever spent a small fortune on advertising that generated disappointment rather than sales?Many small business owners have been down the road of flat advertising results... Read More

Advertising Agency In Boston: Tips and Tricks

The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is... Read More

Advertising Inserts

One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your business card do double or triple the work of an average business card.Here are 4 proven ways... Read More

Finding Your Target Market

Achieving sales is probably the biggest challenge a web business owner has. It requires a balanced mix of the right products, competitive pricing, optimal web design, aggressive... Read More

Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad

If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content, you can empower them and ignite a... Read More

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain. Beautiful. Better. Big. Colorful. Colossal. Complete. Confidential. Crammed. Delivered. Direct. Discount. Easily. Endorsed. Enormous. Excellent. Exciting. Exclusive.... Read More

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing. Most, however... Read More

Electronic Display Boards

Electronic display boards signify high priority messaging, allowing you to communicate critical, and time-sensitive information.Electronic display boards are present at many fast food restaurants today, aiding, and... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO... Read More

Marketing Tips - Advertising

Typical methods of advertising-newspapers, radio and television are effective if used properly, but there are other, less expensive ways to get your company's name out. Local or... Read More

Classified Ads That Get Results

Classified ads do not have the big market appeal that a full color display ad has, but they are still one of the most economical ways to... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination is even if you have only seen it in passing. Restaurant menus are a common example. A... Read More

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word out about your business online and the best of them include f-ree search engines, pay per click... Read More

6 Ways To Get More Sales From Your Advertisement

To bring great sales success, a great advertising technique is not the only parameter. You must know what it is that your customers are actually buying. They... Read More

How To Make A Fortune With FREE Advertising!

How To Gain FREE Advertising That Will Make You Rich!Okay-Just What Exactly Is "Free Advertising"???Before I get into the specifics of actually HOW to get free advertising... Read More

Mortgage Marketing - Broadcast Advertising vs Direct Advertising

Do you know how to design and deploy a marketing campaign?Even if your ad budget is small you should still plan and measure the results of you... Read More

Media, the Internet, Yellow Pages, and Your Business

If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars... Read More

Fax Broadcast Services Get Your Message to Millions

If your company is one of those innovative businesses that has taken advantage of new fax broadcasting technologies to get your message out, you've probably come to... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to... Read More

How To Write Ads That Get Response

Your print ads should do more than just get noticed. Their job is to bring you business, and if all they do is lay around and attract... Read More