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
Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:firstname.lastname@example.org
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Business Ideas: 5 Uncommon Ways To Generate More Online Business
Sometimes, it is not an obvious business idea that will make you more money.It may be what is not so obvious, which most people never think of that may make you money.
How to Write Ads that Pull Orders
If your ads aren't paying off then you need this quick method in writing ads that get orders. Step 1 - Write a headline that will draw attention to your product or service.
Secrets to Profitable Mail Order Products
The most profitable mail order products are simple 3-to-5 page informational reports such as this one.† Once you've got your act together, these 3-page reports can be produced for $10 per hundred or less, and sold for at least $200 per hundred.
Why Your Ad Failed
So you spent good money on an ad, put it in a magazine or newspaper, and waited patiently for phone calls that didn't materialize. You're upset: you feel that you've wasted money and time, and now you're convinced that advertising doesn't work.
10 Tips For Writing A Profit Producing Ad
1. You can get ad copy ideas by studying similar product's advertising material.
Choosing a Classified Website and creating your advertisements.The internet has opened a vast number of doors for people to market their products and services.
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two
In part one of this article we discussed the importance of the look or appearance of your brochure.The look or image that your brochure conveys is vastly important.
How to Advertise with Flyers
When you first start out on your business venture, money is usually tight but you still need to advertise. One of the most affordable, yet very effective, ways to begin your advertising campaign is with flyers.
Make Your Business Cards Work
What's the cheapest, most under-used marketing tool you have?The answer's no secret ..
Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency
This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.
Electronic Score Boards
Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out.Different type of sports including athletics, track cycling, running events, street cycling and mountain bike, swimming, synchronized swimming, diving as well as inline skating, water polo, ball spots, motor sports, alpine skiing, cross country and biathlon are some of the areas where Electronic score boards perfect fits solutions for.
The ONLY Type Of Advertising People LOVE!!
Can it be???Is there advertising that people actually love?You bet there is! And you are already very aware of it. The type of advertising I'm referring to is promotional items, also known as advertising specialties.
Should You Advertise on TV?
When people discover my background in advertising, the questions flow. One of the most frequent questions is "Should I advertise on TV?"I can't answer that questions until I ask a number of questions first.
Advertise Where Its Forbidden To
The most common way to drive people to your business site is advertising. You cannot succeed without advertising, this is a fact.
9 Tips for Better Billboards
It is a given that billboard advertising "outdoor" is not a "quick fix". If sales are down, you can't quickly put up a few boards to boost the numbers.
Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad
If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content, you can empower them and ignite a tornado of sales at your website.Read, understand and use them and burst open the floodgate of sales.
The Ultimate, "Must-Have" Home-Based Business for YOU
The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed, or Industrial Age IndividualAllow me to educate you on the issue of job security and paint you a picture of what the aftermath can be if you remain comfortable at your regular job. Job security is an old-fashioned term that claims the longer an employee worked for a particular company, the more precious that person became.
LED Moving Message Displays
LED's are becoming more and more popular in all kinds of lighting fixtures. For simpler, slimmer design, moving message displays utilize Light Emitting Diodes (LED's) as the display technology.
How To Tame The Buying Beast Inside Your Customer
What if you can understand and control your customer's mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I'm not talking about a magic trick or lay down a lesson of motivation. It's about understanding the different reactions made by the human mind in various situations.
How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing
There should only be one, over-riding reason why you're doing anything in your marketing.Know what that reason is?Of course! To increase the response rates of your sales promotions!Because that leads to.
|home | site map|