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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. May / 26 / 2019

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Google Moves to Tackle Amazon Advertising Threat  Market Realist

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Here Are This Year’s Winners of the Black Pencil, One of Advertising’s Most Coveted Awards  Adweek

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TV Fans Stream Video to Escape Ads. Madison Avenue Is Racing to Catch Up  Variety

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Facebook Affirms Decision To Block Marijuana Advertising  Z6Mag

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Lockport agency offers free advertising materials to groups helping kids  Buffalo News

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The Luupe seeks to bring the female gaze to advertising  Quartz

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Remembering Tim Conway, advertising funnyman  AdAge.com

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13 Advertising Agencies In Chicago To Know  Built In Chicago

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The Future of Display Advertising  Marketing Land

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Microsoft Advertising is no longer just chasing parity with Google Ads – it’s building unique ads features  Search Engine Land

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Carlson joins Out There Advertising | Newsmakers - BusinessNorth.com
Carlson joins Out There Advertising | Newsmakers  BusinessNorth.com

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Advertising Experts Offer Advice to Young Creatives Trying to Make It in the Field - Adweek
Advertising Experts Offer Advice to Young Creatives Trying to Make It in the Field  Adweek

'Only go into advertising if you love communication.'


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When it comes to consulting firms, some advertisers aren’t convinced  Digiday

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Pot 101 Update: What are the rules for advertising recreational marijuana in California?  PolitiFact

Driving down a busy street in South Sacramento, signs advertising cannabis deliveries can be seen every few blocks. On one there is a picture of a pineapple, ...


How the Facebook Ad Library Can Disrupt Digital Advertising Strategies - Business 2 Community
How the Facebook Ad Library Can Disrupt Digital Advertising Strategies  Business 2 Community

Last March 2019, Facebook launched the Facebook Ad Library, a database of Facebook ads that can be accessed on the web. It contains information about ...


Odds on new laws about gambling advertising - Euro Weekly News
Odds on new laws about gambling advertising  Euro Weekly News

IN a series of tweets from the Office of the Defensor Del Pueblo, acting Ombudsman Francisco Fernández Marugán has called for a review on the legality.


Once Again, EA Angers Switch Fans By Falsely Advertising FIFA 19 Content - Nintendo Life
Once Again, EA Angers Switch Fans By Falsely Advertising FIFA 19 Content  Nintendo Life

FIFA 19 players who own the game on Nintendo Switch have expressed their upset at developer and publisher, EA, after an advertised game feature didn't ...


TripAdvisor prepares to woo advertisers outside travel and hospitality - AdAge.com
TripAdvisor prepares to woo advertisers outside travel and hospitality  AdAge.com

TripAdvisor is building up its advertising revenue team as it pitches its platform to advertisers outside of the travel and hospitality sectors.


Facebook prepares advertisers for when users 'clear history' - AdAge.com
Facebook prepares advertisers for when users 'clear history'  AdAge.com

Facebook is preparing advertisers for the “clear history” tool that will let people erase their personal data from the social network, affecting ad targeting.


Advertisers Pack into Game of Thrones Season 8 Finale in U.K. - Wall Street Journal
Advertisers Pack into Game of Thrones Season 8 Finale in U.K.  Wall Street Journal

Unlike the U.S., brands in the U.K. have enjoyed the opportunity to appear in every episode of “Game of Thrones” as it runs there on pay-television channel Sky ...


ASU professors 'take aim' at attack advertising | ASU Now: Access, Excellence, Impact - Arizona State University
ASU professors 'take aim' at attack advertising | ASU Now: Access, Excellence, Impact  Arizona State University

Arizona State University Foundation Professors Kim Fridkin and Patrick Kenney's new book “Taking Aim at Attack Advertising: Understanding the Impact of ...


Most PA Sportsbooks To Avoid Pop Music While Advertising - Penn Sportsbooks
Most PA Sportsbooks To Avoid Pop Music While Advertising  Penn Sportsbooks

The American Gaming Association released a code of conduct that informs Pennsylvania sportsbooks and others across the US how to responsibly advertise.


Remembering Doris Day and her influence on music in advertising - AdAge.com
Remembering Doris Day and her influence on music in advertising  AdAge.com

Actress, singer and activist Doris Day died Monday at 97 years old. During her course of a long and prolific career, she starred in films, musicals, sitcoms and ...


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