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The SKINNY on Newspaper Advertising


The SKINNY on Newspapers

Using the paper is considered gospel by many people in business. Use it wisely and it can be a good tool.

Remember, newspapers are passive, non intrusive media. They tend to reach only buyers who are looking for the product. They are poor at reaching prospects before the need arises.

Think about it, there are few times you have been driven to go to a store to buy a product you never heard of because you saw an ad in the paper. You had to have an earlier impression about the product for the newspaper ad to point you to the location to buy it.

There are 4 ways to use the newspaper for advertising.

1) Display advertising from one column wide by 2 inches high to a full two pages, display ads can be so numerous the news stories have to be cut so both can live on the page.

There is usually no protection. Competiting store ads can be next to each other (next time you see the paper look for tire store ads on the same page).

When designing your ad, remember it's all about them. Use a catchy headline and tell them what you will do for the. Forget about your picture or your "Number One in the District Award". Good advertising "feels their pain".

2) Classified advertising The effectiveness of classified ads varies by paper and by who wrote the ad and by what the ad is selling. Many classified sections have turned into giant car dealer pages and huge homes for sale sections complete with four color pictures.

The small, private, "gotta sell my Bow-Flex" ads can be lost in a giant classified section. Many shoppers and Nickle Savers have smaller, and cheaper, classified sections.

Some small business operators find success with a series of small classified ads. Small blurps tend to build "top of mind awareness". A cheap way to keep your name out there.

3) Tabs and special sections Tabs, the cash cow for newspapers, are manufactured events designed to sell ads. Progress Editon. Easter Shopping Special. Dollar Days. You name it, there is a tab every idea.

Typically a tab is the regular paper page turned sideways (landscape) and folded in half.

Tabs get ad-on advertising dollars from existing clients and offer one time only exposure to those who don't normally use the paper (i.e. the giant corporate ads in every Progress Edition). Most papers have so many tabs, they print an advertising calendar.

Understand them for what they are, vehicles to get extra bucks from you. If you want to be in one, rearrange your budget, don't ad to it.

4) Inserts and stuffers Some Sunday papers weight 4 to 5 pounds each, mostly for the weight of stuffers and inserts. Usually reserved for national advertisers and big box stores. They print them and deliver them to the paper and pay a per piece fee to have them stuffed and delivered. For smaller businesses they become cost prohibitive. Better to stick with display ads.

Sunday papers have the biggest circulation, and ad rates are more expensive. Regional and national papers can be expensive, too. Local papers and shoppers are less expensive, but nonetheless can be a major part of a small business ad budget.

Newspaper advertising is sold by the column inch. Different categories of ads and section placement determine the rate and rates vary throughout the paper. Rates also vary with advertisers, depending on how many column inches they have agreed to buy in a one year period. The more the cheaper.

Plan your advertising well in advance and stick to your budget. Sell to needs, not ego and newspaper can be your buddy.

For more about advertising, get my article "What Does your telephone say about you?" MailTo:TelephoneSay@BigIdeasGroup.com

©2005 BIG Mike McDaniel, All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Small Business Consultant, Professional Speaker and former Major Market TV News Anchor. http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. February / 23 / 2020

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Fort Worth advertising groups gather for 2020 awards | News  fortworthbusiness.com

The 'Why' of an Advertising Photo - PetaPixel
The 'Why' of an Advertising Photo  PetaPixel

Susan Collins complains about misleading campaign advertising - Lewiston Sun Journal
Susan Collins complains about misleading campaign advertising  Lewiston Sun Journal

True or False? Testing the limits of comparative advertising – Petline v Trupanion - JD Supra
True or False? Testing the limits of comparative advertising – Petline v Trupanion  JD Supra

Lyft Buys Halo Cars In Advertising Play - pymnts.com
Lyft Buys Halo Cars In Advertising Play  pymnts.com

Guidance issued for advertising marijuana products in Maine - Press Herald
Guidance issued for advertising marijuana products in Maine  Press Herald

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Advertising Industry Being Disrupted by ASK Permission First Ad Blockchain - Yahoo Finance
Advertising Industry Being Disrupted by ASK Permission First Ad Blockchain  Yahoo Finance

Spain to severely restrict advertising for on-line betting - Yahoo Finance
Spain to severely restrict advertising for on-line betting  Yahoo Finance

JUUL Busted For Advertising On Websites For Children - The Ring of Fire Network - The Ring of Fire Network
JUUL Busted For Advertising On Websites For Children - The Ring of Fire Network  The Ring of Fire Network

Cache Of Lyerly Man's Documents, And Advertising Items Found By Next Of Kin - Thesummervillenews
Cache Of Lyerly Man's Documents, And Advertising Items Found By Next Of Kin  Thesummervillenews

Great Stuff™ Earns Top Accolades for Best Advertising Campaign and Best New Product Launch in Hanley Wood's Brand Builder Awards - Business Wire
Great Stuff™ Earns Top Accolades for Best Advertising Campaign and Best New Product Launch in Hanley Wood's Brand Builder Awards  Business Wire

Trump campaign buys top advertising spot on YouTube for Election Day | TheHill - The Hill
Trump campaign buys top advertising spot on YouTube for Election Day | TheHill  The Hill

Brave Challenges Google's Advertising Power Before the UK Competition Watchdog - Bitcoin News
Brave Challenges Google's Advertising Power Before the UK Competition Watchdog  Bitcoin News

Burger King breaks the mold with new advertising campaign - The Columbian
Burger King breaks the mold with new advertising campaign  The Columbian

Toledo-area companies and freelancers earn advertising awards - Toledo Blade
Toledo-area companies and freelancers earn advertising awards  Toledo Blade

Lamar Advertising (LAMR) Q4 FFO & Revenues Grow Y/Y, Stock Up - Yahoo Finance
Lamar Advertising (LAMR) Q4 FFO & Revenues Grow Y/Y, Stock Up  Yahoo Finance

Seeking nominations for the most important insiders shaping the future of TV advertising - Business Insider - Business Insider
Seeking nominations for the most important insiders shaping the future of TV advertising - Business Insider  Business Insider

Facebook Quietly Cuts Off Sensitive Ad Data Before It Can Get Cambridge Analytica'd Again - Gizmodo
Facebook Quietly Cuts Off Sensitive Ad Data Before It Can Get Cambridge Analytica'd Again  Gizmodo

Programmatic Advertising For Medical Marketing - Forbes
Programmatic Advertising For Medical Marketing  Forbes

Burger King breaks the 'mold' with new advertising campaign - FOX 5 NY
Burger King breaks the 'mold' with new advertising campaign  FOX 5 NY

Viewership and Advertising Insights for the Ninth Democratic Debate - Broadcasting & Cable
Viewership and Advertising Insights for the Ninth Democratic Debate  Broadcasting & Cable

How Anheuser-Busch is disrupting football advertising with the XFL - KSDK.com
How Anheuser-Busch is disrupting football advertising with the XFL  KSDK.com

TVSquared Releases Pan-European TV Advertising Performance Analysis - MarTech Series
TVSquared Releases Pan-European TV Advertising Performance Analysis  MarTech Series

BTL Files Lawsuit against Allergan for False Advertising and Unfair Competition - PRNewswire
BTL Files Lawsuit against Allergan for False Advertising and Unfair Competition  PRNewswire

Judge mostly rejects challenge to SF’s political advertising disclosure law - San Francisco Chronicle
Judge mostly rejects challenge to SF’s political advertising disclosure law  San Francisco Chronicle

Contextual advertising company GumGum raises $22M - TechCrunch
Contextual advertising company GumGum raises $22M  TechCrunch

Legal Perspective on COVID-19 Outbreak's Influence on Advertising Industry - SHOOT Online
Legal Perspective on COVID-19 Outbreak's Influence on Advertising Industry  SHOOT Online

XFL, Bud Light Work To Shake Up Football Advertising - Variety
XFL, Bud Light Work To Shake Up Football Advertising  Variety

What Google's plan to end third party cookies means for advertising - Business Insider Nordic
What Google's plan to end third party cookies means for advertising  Business Insider Nordic

Recommended reading: Squiggly careers and delusional advertising - Marketing Week
Recommended reading: Squiggly careers and delusional advertising  Marketing Week

ViacomCBS Puts Streaming, Advanced Advertising On The Front Burner 02/21/2020 - MediaPost Communications
ViacomCBS Puts Streaming, Advanced Advertising On The Front Burner 02/21/2020  MediaPost Communications

Lyft buys digital car-top advertising startup Halo cars in shot to profitability - Financial World
Lyft buys digital car-top advertising startup Halo cars in shot to profitability  Financial World

Advertisers are panicking over Google's plan to ditch cookies - Business Insider UK
Advertisers are panicking over Google's plan to ditch cookies  Business Insider UK

Bloomberg advertising: Inside Hawkfish, run by Facebook's Gary Briggs - Business Insider Nordic
Bloomberg advertising: Inside Hawkfish, run by Facebook's Gary Briggs  Business Insider Nordic

Administration clarifies political advertising policy - The Bowdoin Orient
Administration clarifies political advertising policy  The Bowdoin Orient

American Advertising Federation of Tampa Bay Awards its Highest Honor to Troy Dunn of Dunn&Co. - PR Web
American Advertising Federation of Tampa Bay Awards its Highest Honor to Troy Dunn of Dunn&Co.  PR Web

Social Media Tops Digital Advertising With 28% Share: DAN Report - Entrepreneur
Social Media Tops Digital Advertising With 28% Share: DAN Report  Entrepreneur

Artificial Intelligence Marketing is the AIM of Advertisers in 2020 - Business 2 Community
Artificial Intelligence Marketing is the AIM of Advertisers in 2020  Business 2 Community

Starbucks Sued For False Advertising For Diluting Their Drinks - The Ring of Fire Network - The Ring of Fire Network
Starbucks Sued For False Advertising For Diluting Their Drinks - The Ring of Fire Network  The Ring of Fire Network

Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’ - CBS Dallas / Fort Worth
Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’  CBS Dallas / Fort Worth

OUTFRONT Launches Digital Advertising Network At Yonge Sheppard Centre - Yahoo Finance
OUTFRONT Launches Digital Advertising Network At Yonge Sheppard Centre  Yahoo Finance

Google bans 600 apps from Play Store in 'disruptive advertising' purge - The Drum
Google bans 600 apps from Play Store in 'disruptive advertising' purge  The Drum

This week's top advertising and media news, analysis - Business Insider - Business Insider
This week's top advertising and media news, analysis - Business Insider  Business Insider

Bloomberg to take national stage for first time since Wisconsin advertising blitz - Channel3000.com - WISC-TV3
Bloomberg to take national stage for first time since Wisconsin advertising blitz  Channel3000.com - WISC-TV3

Beyond Google and Facebook advertising: 17 ad platforms you should try - Search Engine Land
Beyond Google and Facebook advertising: 17 ad platforms you should try  Search Engine Land

Bank of America consolidates advertising with Publicis Groupe - AdAge.com
Bank of America consolidates advertising with Publicis Groupe  AdAge.com

Join us for a pint at The Drum Arms during London's Advertising Week Europe - The Drum
Join us for a pint at The Drum Arms during London's Advertising Week Europe  The Drum

This week's advertising and media news and analysis - Business Insider - Business Insider
This week's advertising and media news and analysis - Business Insider  Business Insider

Vast majority of Amazon advertisers plan to spend more on ads again this year - Marketing Land
Vast majority of Amazon advertisers plan to spend more on ads again this year  Marketing Land

It's time for digital advertisers to measure beyond verification - The Drum
It's time for digital advertisers to measure beyond verification  The Drum

New Era Of Interactive Video Will Create More Advertising Opportunities For Brands - Forbes
New Era Of Interactive Video Will Create More Advertising Opportunities For Brands  Forbes

How predictive advertising is changing the future of digital marketing - ClickZ
How predictive advertising is changing the future of digital marketing  ClickZ

Cobb business faces boycott after advertising on LED billboard - Atlanta Journal Constitution
Cobb business faces boycott after advertising on LED billboard  Atlanta Journal Constitution

Why the Guardian will no longer accept fossil fuel advertising - The Guardian
Why the Guardian will no longer accept fossil fuel advertising  The Guardian

CCPA Makes The Digital Advertising Industry Feel Like Charlie Brown - AdExchanger
CCPA Makes The Digital Advertising Industry Feel Like Charlie Brown  AdExchanger

What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World? - Adweek
What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World?  Adweek

Media executives pressure advertisers on quality news - Axios
Media executives pressure advertisers on quality news  Axios

BuzzFeed's 'fake news guy' Craig Silverman on digital advertising's 'tons' of bad actors - The Drum
BuzzFeed's 'fake news guy' Craig Silverman on digital advertising's 'tons' of bad actors  The Drum

FTC Commissioner's Social Media Statement Is a Heads-Up to Advertisers, Influencers | Corporate Counsel - Law.com
FTC Commissioner's Social Media Statement Is a Heads-Up to Advertisers, Influencers | Corporate Counsel  Law.com

Facebook and TV dominate political ad spending, suggesting advertisers - Fast Company
Facebook and TV dominate political ad spending, suggesting advertisers  Fast Company

Ucas to stop advertising private loans to students - The Guardian
Ucas to stop advertising private loans to students  The Guardian

Examining our history of advertising for OxyContin and other opioids: Have we learned enough about the dangers of addiction? - Genetic Literacy Project
Examining our history of advertising for OxyContin and other opioids: Have we learned enough about the dangers of addiction?  Genetic Literacy Project

Bloomberg to Double $300M Ad Spend After Iowa Caucuses - TIME
Bloomberg to Double $300M Ad Spend After Iowa Caucuses  TIME

Story ads are creating new opportunities for advertisers – but what makes a good story? - ClickZ
Story ads are creating new opportunities for advertisers – but what makes a good story?  ClickZ

Competition Bureau's Marketing and Advertising Priorities: Influencer Marketing - Lexology
Competition Bureau's Marketing and Advertising Priorities: Influencer Marketing  Lexology

What the ICO's reform of real-time bidding means for advertisers - The Drum
What the ICO's reform of real-time bidding means for advertisers  The Drum

Advertising must rediscover entertainment mojo to thrive - Independent.ie
Advertising must rediscover entertainment mojo to thrive  Independent.ie

A Great Big Thanks To Our Advertisers - Above the Law
A Great Big Thanks To Our Advertisers  Above the Law

Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey - MarTech Series
Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey  MarTech Series

Op-Ed: Pro-Israel super PAC to quit running anti-Sanders advertisements - Digital Journal
Op-Ed: Pro-Israel super PAC to quit running anti-Sanders advertisements  Digital Journal

Grand Old Parle Embraces Social Media Advertising To Tap the Millennial - Entrepreneur
Grand Old Parle Embraces Social Media Advertising To Tap the Millennial  Entrepreneur

Sir Ridley Scott's short film for prestige cognac brand wins advertising award - The Irish News
Sir Ridley Scott's short film for prestige cognac brand wins advertising award  The Irish News

Brave files formal request seeking to topple Google advertising monopoly - Micky News
Brave files formal request seeking to topple Google advertising monopoly  Micky News

An Amazon seller is advertising its toys as 'free from virus' amid mounting fears over coronavirus - Business Insider India
An Amazon seller is advertising its toys as 'free from virus' amid mounting fears over coronavirus  Business Insider India

Nielsen: Buy now, pay later and advertising - AdNews
Nielsen: Buy now, pay later and advertising  AdNews

Vaping laws crackdown: New legislation to regulate age, advertising - New Zealand Herald
Vaping laws crackdown: New legislation to regulate age, advertising  New Zealand Herald

A new advertising company is working on Barrie Transit's behalf. Welcome aboard, Pattison Outdoor - simcoe.com
A new advertising company is working on Barrie Transit's behalf. Welcome aboard, Pattison Outdoor  simcoe.com

Advertising in railway carriages | Register - The Times
Advertising in railway carriages | Register  The Times

Spain Says 80% of Online Gambling Advertisement Has to Go - GamblingNews.com
Spain Says 80% of Online Gambling Advertisement Has to Go  GamblingNews.com

Google will drop intrusive online advertising from 2022 - Stuff.co.nz
Google will drop intrusive online advertising from 2022  Stuff.co.nz

FCCC urges consumers to beware of and report bait advertising - FBC News
FCCC urges consumers to beware of and report bait advertising  FBC News

'Skyrocketing' job advertisement costs prompt launch of free care job site - Care Home Professional
'Skyrocketing' job advertisement costs prompt launch of free care job site  Care Home Professional

Changes made to Hampshire council websites after potentially illegal advertising data is found - Portsmouth News
Changes made to Hampshire council websites after potentially illegal advertising data is found  Portsmouth News

Council to sell advertising space on bus shelters - Epping Forest Guardian
Council to sell advertising space on bus shelters  Epping Forest Guardian

Aspirants May Verify The Authenticity Of Advertisements: ISRO On Fake Recruitment - NDTV News
Aspirants May Verify The Authenticity Of Advertisements: ISRO On Fake Recruitment  NDTV News

Ministry of Railways warns against fake online RPF job advertisements - Mumbai Mirror
Ministry of Railways warns against fake online RPF job advertisements  Mumbai Mirror

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Think Advertising Is A Requirement? These Companies Might Make You Think Again - Forbes
Think Advertising Is A Requirement? These Companies Might Make You Think Again  Forbes

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Thanks To Netflix, The Biggest Advertising Revolution Has Begun - Forbes
Thanks To Netflix, The Biggest Advertising Revolution Has Begun  Forbes

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Here's what you need to know in advertising and media this week - Business Insider - INSIDER
Here's what you need to know in advertising and media this week - Business Insider  INSIDER

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

5 Of The Most Impactful Advertisers Of 2019 - Forbes
5 Of The Most Impactful Advertisers Of 2019  Forbes

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

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