Newspaper Advertising – The Pros and The Cons

Today I am going to take a look at newspaper advertising as part of our topic on The Best Advertising Mediums

Remember that these are only my views and you may agree and disagree with them. Below this article and indeed all articles on this business blog there is a comment box, pleaes feel free to use this to put forward your views or to add to this post.

Newspaper Advertising – The good and the bad.

The Good

  • It’s fast, an ad in a magazine may take three months to break. A newspaper ad can come out the next day. If you need business fast, this is great.
  • Newspapers have a wide array of editorial topic selection to match what you are advertising. For example, if you are selling car parts, you can place your ad in the paper’s cars and autos section, or have it placed next to news stories about cars. Newspapers also have international news, local news, etc., all of which help you focus your advertising effort.
  • You get a lot of room, if you need it. Remember, long copy always sells better than short copy. The broad area of a newspaper page is ideal for long copy.
  • Newspapers can insert your catalogue, flyer or whatever pre-printed materials you might have.
  • You can use them to distribute reader response items, such as coupons, contest entry forms, surveys, and other such things.
  • Newspapers can reach large numbers of people, depending on circulation. Large urban dailies, for example, may easily reach 1 or 2 million potential buyers overnight.
  • They are available nationally, regionally, or locally.
  • Newspapers allows you to reach possible non-readers who might be part of your secondary target audience.
  • They tends to be cheaper than other media, depending on a number of variables.
  • Newspaper ads are easier to produce, and thus less costly.  A TV ad, for example, may require special effects, actors and video footage, etc.
  • Newspaper advertising is good for repeat exposure, a vital element of effective advertising. Readers need to see something an average of six to eight times before they “see” an ad or respond to it.
  • Newspapers can reach people who otherwise have little access to other media.
  • Many people buy newspapers not for the news, but to find out what’s on sale today, or what’s happening today. cinema ads are a prime example.
  • They have better local market penetration than magazines.
  • You have more options in terms of space and unusual ad configurations.
  • You can use dealer listings.

The Bad

  • Newspapers tends to charge relatively high-cost premiums for less than full-run purchases.
  • They are flat, and more than literally. In other words, they don’t beep, squeak, blast and make noise as do radio and TV.
  • They do not have the reach other media forms, such as national magazines.
  • They are not conducive to last minute changes because of tight printing schedules.
  • Newspapers do not produce as high a frequency level as other media forms.
  • Large space ads are very expensive and their longevity is fleeting.
  • Ads in newspaper tend to compete heavily with other ads on the page. Clutter is not good for your ad, but in a newspaper, there is usually a lot of clutter.
  • Use of colour is crappy, and does not equal that of magazine color quality.
  • They tend to deliver only to an adult audience. If you have products targeted at teens or even college students, a newspaper probably won’t reach these people.
  • Newspapers are usually only viewed by one person at a time.

That’s it for today, tomorrow I will be giving my good and bad points about radio advertising.

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