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Advantages of Newspaper Advertising

Choose Your Newspapers Carefully

❶You get over half of the attention of a full page ad at an eighth of the cost.

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As mentioned above, the size of your ad is one of the primary factors affecting cost. There are two ways that ad sizes are priced:. A column inch is a unit of space one column wide by one inch high. Most full page ads are measured as 6 columns x 21 inches, or column inches. With this type of pricing, newspapers charge based on set modules, such as half page, full page, quarter page, etc. As mentioned above, the cost of newspaper advertising will vary significantly based on which publication you choose and the type of audience you can reach.

No matter which publication you chose, there are a few ways you can lower the cost of your newspaper ad:. The number of times that you advertise in a newspaper—also known as frequency—will change how much you pay per column inch. Here is an example of newspaper discounting based on how much the advertiser agrees to spend on advertising during a one year period:.

Many times newspapers will offer introductory rates for new advertisers. You can also ask for your ad to be featured in a seasonal or special insert for lower than average rates. If you go this route, your ad will be placed in spaces that the paper was unable to fill. However, there are no guarantees that your ad will run. Newspapers run special inserts during the weeks of special events.

The cost for printing in one of these special inserts or handouts is usually much less expensive than running an ad in the regular newspaper, since less people will see it.

However, the people who do see it will be interested in your product or service. You know the people who see your ad will be brides or know a bride-to-be, making your campaign much more effective for much less money!

If your business caters primarily to your local community, advertising in a local or regional newspapers may actually yield better results for a smaller budget. Some local papers, especially neighborhood and town gazettes, charge very little for advertising space and you will be able to better target your audience since local customers will be reading them. Contact local publications in your area and compare prices to see which will provide the most impact per dollar. You can visit USNPL , which lists newspapers by state and city, to find some of the different local newspapers in your area.

There would be nothing worse than losing customers just because your phone number is wrong! Use a service such as Yext to see how your business information is presented online and easily make any necessary corrections. Click here for a free scan. Prime spots will carry a premium price tag and you can expect to pay extra if you want to a specific location for your ad.

However, we recommend the added cost of specifying where your ad is placed to increase the likelihood of people seeing it. Looking to advertise in your local newspaper for free? It takes some leg work to identify the best writer at any given publication and then pitch them on an article idea that is newsworthy to their readers. But it can pay a great ROI by positioning you as a thought-leader.

For more on this strategy, check out our full guide on how to get local press for your business. For decades, big and small businesses alike have reaped the benefits of newspaper advertising. These include the following:.

By advertising in your local paper, you are able to reach people that are in close vicinity to your business. You are also integrating your business into the local community by placing your ad among local news and events. Newspaper advertising is another venue for your message, and therefore you will reach more people than if you are focused only on online marketing , email marketing, etc.

People are less likely to be annoyed by your ad in the paper than an ad on the TV or radio. This is a plus because you can put more information in a newspaper ad i. This differs from radio advertising, TV advertising , and billboard advertising, where the message flashes by quickly.

If you own a business that correlates to a section of the newspaper, you can target your ad to people that read that section. For example, if you sell sports gear, you could advertise in the sports section of the paper. This is a win-win situation: Newspapers are the perfect medium for coupon advertising.

The physical act of tearing out a coupon creates a strong level of engagement with your message, increasing the probability of people coming into your store. If you want maximum exposure, you will need to place your ad in a premium spot, which will cost more. There are likely to be other business ads surrounding yours. If budget permits, purchase a larger column to help your ad stand out among the masses.

Unlike online advertising, such as Facebook advertising or Google advertising , where you can easily track who came to your website from an advertisement, measuring your exact ROI with a newspaper ad is trickier. We will go into more detail on the best way to measure results later in the article. As mentioned above, ad space in a print newspaper is typically priced by column per inch or through modular pricing with some sections commanding a larger price tag than others.

However, digital ads can be displayed in dozens of ways, making it more complex for the advertiser. For example, the Washington Post offers 63 different ways to show your ad to readers including banner ads and pop-up videos and options to show your ad on email newsletters or mobile optimized banners on the IOS devices, which can open up new and creative ways to advertise.

The cost of newspaper advertising both online and in print is largely dependent on the location and size of your ad. However, the cost of entry can be cheaper on the digital format. With online newspapers, the line between editorial content and ad is more blurred, so your ads blend in better with regular content. For example, a video featuring your product or service may show up in the middle of an article or next to an image, or there may be links to your website in the middle of the article.

This means that more readers will likely read your message rather than skip over it. Online media has another advantage: Someone who likes your ad can share it to their followers on social media, which means more eyes on your small business without added cost.

You can visit USNPL , which lists newspapers by state and city, to find the different local newspapers in your area. To determine which local paper you should advertise in, ask for information on their circulation.

Most newspapers will have details on the demographic of their audience. If you choose this option, the position of your ad will be determined by the publisher. Expect to pay the most if you want to advertise in this section. One downfall of advertising here is that you risk your advertisement being next to an article about a horrible human catastrophe or other negative news. If your product has broad appeal, we suggest advertising in the local section. For example, if you own a health food store, you can target people that are interested in health by only advertising in that section.

If your products and services have broad appeal, we recommend choosing the main news section or local news section for maximum exposure.

For example, if you own a travel agency, placing an ad in the travel section will expose you to readers who are most interested in your services. Work with a sales representative to get your ad on upper right portion of the right-hand page of the newspaper. This will increase the chance of readers seeing your ad as they flip through the pages.

Make sure your ad is placed next to an article instead of other ads. It might cost you more, but it will help keep the readers focused on your message. The best day to run your ad in the paper depends on the type of products or services your business offers and the goal of your campaign:.

However, you may want to test the waters on Sundays when the circulation is highest or on Mondays when there is less competition. The number of times you advertise in a newspaper will depend on your budget, but you should try to run your ads at least once a week for a month. A potential customer will need to see your ad a few times before they decide do business with you.

In addition, you will be able to get a frequency discount if you advertise with a newspaper multiple times. If you determine that newspaper advertising is right for you, increase from one per week to two or three to see if it brings more business in. In addition to running an ad multiple times, you may want to consider putting your business message out there on multiple mediums.

Look at our guides to advertising online, on the radio , and on TV to get started. The cost of your newspaper advertisement is directly proportional to the size of your ad, meaning the bigger your ad, the more you will pay. Here is the percentage of people remembered a print advertisement from a study by Starch Research:.

When you write the ad, use language that appeals to the target consumer. Consumers can listen to facts all day and still not buy -- even if the product or service makes logical sense. To generate sales, ad copy must evoke a visceral emotional response.

This means that ads must target emotions such as fear, anger or joy. Consumers take action on these emotional triggers, and then they justify those actions by reminding themselves or others of facts and of the logical ideas behind the product or service.

In newspaper advertising, keep the ad short and simple. Think about an ad page layout. A business ad might be a 1,word article or it might be on a page with 15 other ads. Make the headline short and strong. The headline should trigger an emotion, also while supporting the headline.

For example, the slogan "Save Her Future," superimposed onto a photo of a baby, tugs at parents' heartstrings to protect and provide for their children.

The slogan might refer to saving for the child's college education or buying a first home. The "call to action" in an ad invites, suggests or directs the consumer to "do something significant. The call to action might include a free evaluation, a discount, or an offer that adds value for consumers ready to buy.

Kimberlee Leonard has been helping businesses for more than 17 years with business planning, team development and sales training. She lives in Hawaii with her son and dog. Skip to main content. Consider the Consumer Considering the consumer is what copywriters call "creating an avatar. Use Emotional Triggers Consumers can listen to facts all day and still not buy -- even if the product or service makes logical sense.

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A: Many newspaper ads work well without photographs or artwork. This is especially true in the case of service ads. But whether you are running straight copy or an elaborate multi-photo advertisement, your ad must look professional. Q: What is the best day to run my ad? A: This depends on the product or service category you fall into.

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Newspaper advertising has been around longer than any other form of advertising we see today and is still the first kind of advertising that businesses think about doing. These ads can do a lot more than just advertise one item or one sale--each one can work really hard to bring in customers, and then bring them back again and again.

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Unlike placing your ads on Facebook or Google, where you will be charged on a per-click basis, advertising on a newspaper’s website will require you to purchase space for your ad similar to the print counterpart. Newspaper display advertising is a form of newspaper advertisement - where the advertisement appears alongside regular editorial content. Display ads are generally used by businesses and corporations towards promotion of their goods and services and are generally for larger budget clients.

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What You Should Know Before You Place A Small Town Newspaper Ad by Tom Egelhoff In many small towns, the newspaper may be the only available form of advertising . Classifieds: Hot Links: Make us your home page or Add us to your favorites! Sponsored By. Free Stuff & Free Offers at: The Free Path. Stay informed of new additions to this site by subscribing to our newsletter. Check out our classifieds section from all over the world.