Every advertising medium has characteristics that give it natural advantages and limitations. As you look through your newspaper(s), you’ll notice some businesses that advertise regularly. Observe who they are and how they advertise their products and services. More than likely, their advertising investment is working if it’s selling!
Some Advantages in Newspaper Advertising
Many homes still receive a newspaper, either by newsstand or home delivery. Reading the newspaper is a habit for most families. And, there is something for everybody: sports, comics, crosswords, news, classifieds, etc. You can reach certain types of people by placing your ad in different sections of the paper. People expect advertising in the newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies or department stores. Certain days of the week (you know the “insert” days for large retailers) are still strong for newspapers. Depending on your product, newspapers may still be a strong advertising vehicle.
Unlike advertising on TV and radio, advertising in the newspaper can be examined at your leisure. A newspaper ad can contain details, such as prices and telephone numbers or coupons.
There are many advantages to advertising in the newspaper. From the advertiser’s point-of-view, newspaper advertising can be convenient because production changes can be made quickly, if necessary, and you can often insert a new advertisement on short notice. Another advantage is the large variety of ad sizes newspaper advertising offers. Even though you may not have a lot of money in your budget, you can still place a series of small ads, without making a sacrifice.
Some Disadvantages with Newspaper Advertising
Advertising in the newspaper offers many advantages, but it is not without its inherent disadvantages, such as:
1. Newspapers usually are read once and stay in the house for just a day.
2. The print quality of newspapers isn’t always the best, especially for photographs. So use simple artwork and line drawings for best results.
3. The page size of a newspaper is fairly large and small ads can look minuscule.
4. Your ad has to compete with other ads for the reader’s attention.
5. You’re not assured that every person who gets the newspaper will read your ad. They may not read the section you advertised in, or they may simply have skipped the page because there wasn’t any interesting news on it.
6. Circulation is dropping for most papers.
Here are some other things to remember:
1. Newspaper circulation has dropped in almost every city. Sunday is the day a newspaper is read most thoroughly.
2. Position is important, so specify in what section you want your ad to appear. Sometimes there’s a surcharge for exact position…but don’t be afraid to pay for it if you need it.
3. Request an outside position for ads that have coupons. That makes them easier to cut out.