Advertising Information

What the Newspaper Ad Person Won't Tell You


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.

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

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?"

You should understand the newspaper's weaknesses and learn to avoid them whenever possible. The Skinny for and against newspapers.

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.

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.

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.

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 siupportiung radio to drive them to it.

What the newspaper ad person won't tell you: 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?

Over half of every paper is ads. Almost as bad as TV. More than two-thirds of the Sunday brick is ads.

Newspaper rates are climbing faster than the space shuttle. 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.

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

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

Daily newspaper numbers are dwindling. There are only a few more than 1000 daily papers. Smaller communities must rely on weeklies or papers from another area with a "local" section.

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 so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper.

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


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


The Verge

GM's data mining is just the beginning of the in-car advertising blitz
The Verge
The goal was to determine the relationship between what drivers listen to and what they buy and then turn around and sell the data to advertisers and radio operators. And it got really specific: GM tracked a driver listening to country music who ...



Forbes

Beyond Ad Tech: How Changes In The Advertising Landscape Have Made Content King
Forbes
Many consumers today have rocky relationships with advertisers. Shifts in the advertising technology industry over the past several decades have led to higher instances of false advertising and fraud, leaving consumers wary. New digital technologies ...



CNBC

Sprint sells mobile advertising unit to InMobi
CNBC
Oct 17 (Reuters) - Sprint Corp has sold the mobile data and advertising company it created in 2012 to InMobi, which provides technology for marketers, in an all-stock deal, the companies said on Wednesday. The fourth-largest U.S. wireless carrier by ...
InMobi acquires Sprint's advertising and data subsidiary Pinsight MediaVentureBeat
InMobi Buys Sprint's Mobile Advertising Unit, Forms Strategic PartnershipECNmag.com
Marketing Platform Player InMobi To Acquire Sprint's Mobile Advertising BusinessCRN

all 27 news articles »


ZDNet

AR advertising is an intrusive, cross-platform mess. Can this startup help?
ZDNet
An AR advertising technology startup called CameraIQ, which offers a suite of tools that enable brands to create AR marketing experiences for customers, today released a social distribution solution that allows AR content to be posted across competing ...

and more »


Mashable

YouTube just made TV advertising more affordable than ever
Mashable
TV advertising is notoriously expensive. YouTube just changed that. YouTube has announced it's now letting advertisers run campaigns that specifically target users watching YouTube on television screens. The video giant has just launched a “TV screens ...

and more »


Forbes

Bringing Creative Back Into The TV Advertising Equation
Forbes
As many of you may know, I spent the first half of my career working as an advertising copywriter/creative director. It's given me a strong appreciation for the value that “creative” brings to the advertising process, along with a frustration that ...



Engadget

Facebook's political ad system still allows anonymous advertising
Engadget
In May, Facebook began requiring political ads in the US to disclose who paid for them and those purchasing political ads to verify their identities. Both moves were meant to address some of the issues highlighted by the 2016 presidential election ...

and more »


Bloomberg

Brexit Risks Cut UK Advertising Growth to Slowest Since 2015
Bloomberg
The proportion of companies increasing their ad spending exceeded those scaling it back by 2.5 percentage points in the third quarter of 2018, down from a 6.5 point margin in the second quarter, the Institute of Practitioners in Advertising said ...
Brexit worries hit UK marketing budgets and the industry is feeling pessimisticCNBC

all 13 news articles »


Business Insider

What you need to know in advertising today
Business Insider
Facebook will now show who exactly is paying to swing people's votes through online political advertising. Similar to changes rolled out in the US, Facebook will label ads as they appear in its News Feed and archive all political ads in a searchable ...

and more »


New York Daily News

Facebook denies new claim it kept lid on video metrics problem
AdAge.com
Facebook is once again under pressure for providing faulty metrics to advertisers. The social network, which two years ago admitted to errors in how it calculated video views, faces new charges that it did not respond quickly enough to the problem.
Facebook Facing Another Lawsuit Over Allegedly Misleading Advertising ClaimsInsurance Journal
Facebook allegedly misreported video advertising data for a year before telling clients: lawsuitNew York Daily News
Facebook accused of misleading advertisers, then trying to hide itCNET
Wall Street Journal -Columbia Journalism Review -Bloomberg
all 116 news articles »

Google News

home | site map
© 2006