‘The death of print’ is perhaps the most anticipated and least actualised phenomenon in our modern world! Every internet news platform says that the death of print is just around the corner … every newspaper says that print media is only becoming stronger. As usual, the truth lies somewhere in between the two opposing pieces of marketing spin. Newspaper readership has declined substantially over the past decade, but there is still a niche readership of actual print media left … one that is certainly worthwhile targeting as part of your business advertising campaign. Today we check out the real power of newspaper advertising.
Newspaper Advertising – Flip It Over, or Read It Through?
The massive raft of both advantages and disadvantages of newspaper advertising generally leads businesses to include it in their media mix to some degree. Here are the main advantages and disadvantages that determine the real power of newspaper advertising.
Advantages:
Geographic targeting is much easier with newspaper advertising. Newspapers are either local, statewide or national, and if your audience consists only of people that are likely to walk past your physical store, the local newspaper is a fantastic place to advertise.
There is a massive range of sizes available for newspaper advertising; you have quite a bit of creative flexibility
Most newspapers offer free help in drafting newspaper advertising copy and many will also do the creative design for you. This help is not always as professional as the result you’d get through a dedicated advertising agency … but it is free!
Newspaper advertising has short lead times, and allows you to respond to changing market conditions.
Special positioning is available for newspaper advertising run in larger publications. You can request to run your ad alongside a column whose topic relates to your business, or on a specific page. In many publications this special placement costs no extra.
Newspaper advertising is fairly low-cost; especially when compared to impact media such as TV advertising.
Disadvantages:
Many newspapers have seen their readership decline However, you should remember that while many newspaper readers have moved online, people are far less likely to click on online advertising than they are to remember or respond to newspaper advertising.
There’s a lot of ‘noise’ in the newspaper market; there are usually several major statewide newspapers, as well as a few respected national newspapers, with which community papers compete for readership.
Image and design can be compromised by the newsprint paper. Although it has come a long way, newsprint has a definite grey look that replaces any areas of ‘white’ on your newspaper advertising, frustratingly.
Newspapers are highly visible … both by consumers, and your competitors. It isn’t uncommon to find your discounts or sales echoed by competitors a week after your own ad runs. You’ll need to back up newspaper advertising with a solid and unique business premise.
Newspaper advertising is still a highly relevant and effective part of any media mix, especially for small and locally-based businesses.