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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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. October / 21 / 2019

What's The Next Growth Engine For Digital Advertising? - Radio & Television Business Report
What's The Next Growth Engine For Digital Advertising?  Radio & Television Business Report

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

TripAdvisor selects Mother as its new creative agency - AdAge.com
TripAdvisor selects Mother as its new creative agency  AdAge.com

How a Lesson From Her Son Inspired Elizabeth Sarquis to Build an Advertising Company for Social Good - Entrepreneur
How a Lesson From Her Son Inspired Elizabeth Sarquis to Build an Advertising Company for Social Good  Entrepreneur

N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18 - WJW FOX 8 News Cleveland
N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18  WJW FOX 8 News Cleveland

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

New Results Find that Hispanics Feel Underrepresented in Beauty Advertising - Beauty Packaging Magazine
New Results Find that Hispanics Feel Underrepresented in Beauty Advertising  Beauty Packaging Magazine

Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights - QNS.com
Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights  QNS.com

An 'Always-On' TV Attribution Advertising Partnership Arrives - Radio & Television Business Report
An 'Always-On' TV Attribution Advertising Partnership Arrives  Radio & Television Business Report

WestJet stands out from the herd in latest advertising campaign - Yahoo Finance
WestJet stands out from the herd in latest advertising campaign  Yahoo Finance

Barcelona strike Supponor virtual advertising deal - SportsPro Media
Barcelona strike Supponor virtual advertising deal  SportsPro Media

Brexit date downplayed in government advertising shift - BBC News
Brexit date downplayed in government advertising shift  BBC News

Facebook advertisers boost video budgets 24%, study finds - Mobile Marketer
Facebook advertisers boost video budgets 24%, study finds  Mobile Marketer

Taxpayers funded $174m in government advertising last financial year - The Guardian
Taxpayers funded $174m in government advertising last financial year  The Guardian

The Lucrative Advertising Life Of Instafamous Kids - pymnts.com
The Lucrative Advertising Life Of Instafamous Kids  pymnts.com

Social Chain's Lumaland merger heralded as 'an advertising gamechanger' - The Drum
Social Chain's Lumaland merger heralded as 'an advertising gamechanger'  The Drum

Case: False Advertising/Injunction (7th Cir.) - Bloomberg Law
Case: False Advertising/Injunction (7th Cir.)  Bloomberg Law

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

Programmatic advertising: Growing pains and what you need to know - ClickZ
Programmatic advertising: Growing pains and what you need to know  ClickZ

Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok - CNBC
Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok  CNBC

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Snapchat’s targeting direct-response advertisers with new dynamic ads product - Digiday
Snapchat’s targeting direct-response advertisers with new dynamic ads product  Digiday

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

Will Congress Pass the Hotel Advertising Transparency Act of 2019? - Peter Greenberg.com Travel News
Will Congress Pass the Hotel Advertising Transparency Act of 2019?  Peter Greenberg.com Travel News

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Libby named Maine Press Association Advertising Person of the Year - By Staff - Courier-Gazette & Camden Herald
Libby named Maine Press Association Advertising Person of the Year - By Staff  Courier-Gazette & Camden Herald

India regulator pushes insurers to ensure 'clear, fair and not misleading' advertising - Warc
India regulator pushes insurers to ensure 'clear, fair and not misleading' advertising  Warc

What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist - MarTech Advisor
What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist  MarTech Advisor

Amazon nibbles away at Google's search advertising dollars - AdAge.com
Amazon nibbles away at Google's search advertising dollars  AdAge.com

Global Mobile Advertising Market Future Outlook:Trends, Growth and Competition Landscape by Regions and - EIN News
Global Mobile Advertising Market Future Outlook:Trends, Growth and Competition Landscape by Regions and  EIN News

Canberra spent $174.1 million on advertising in 2019 - AdNews
Canberra spent $174.1 million on advertising in 2019  AdNews

Ethiopia telecoms privatization can unlock advertising, mobile money - The Africa Report
Ethiopia telecoms privatization can unlock advertising, mobile money  The Africa Report

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

Envy adds to advertising team | News - Broadcast
Envy adds to advertising team | News  Broadcast

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

BT's corporate facelift and the rise of the 'purpose' advertising campaign - inews
BT's corporate facelift and the rise of the 'purpose' advertising campaign  inews

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 5 DC
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 5 DC

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

Temporary museum focuses on the history of Romanian brands & advertising - Romania-Insider.com
Temporary museum focuses on the history of Romanian brands & advertising  Romania-Insider.com

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

Trump threatens to sue CNN for ‘falsely advertising as news organisation’ - South China Morning Post
Trump threatens to sue CNN for ‘falsely advertising as news organisation’  South China Morning Post

TikTok explains its ban on political advertising - TechCrunch
TikTok explains its ban on political advertising  TechCrunch

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

FACEBOOK - IMPLEMENTED POLICY BANNING PAID ADVERTISING THAT "SUGGESTS VOTING IS USELESS OR MEANINGLESS, OR ADVISES PEOPLE NOT TO VOTE" - Yahoo News
FACEBOOK - IMPLEMENTED POLICY BANNING PAID ADVERTISING THAT "SUGGESTS VOTING IS USELESS OR MEANINGLESS, OR ADVISES PEOPLE NOT TO VOTE"  Yahoo News

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

Bozell & Graham Column: No Truth in Washington Post Advertising - NewsBusters
Bozell & Graham Column: No Truth in Washington Post Advertising  NewsBusters

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

Snapchat Introduces a New Ad Unit for Ecommerce Advertisers - Search Engine Journal
Snapchat Introduces a New Ad Unit for Ecommerce Advertisers  Search Engine Journal

Google to expand gambling advertising in US and beyond - iGaming Business
Google to expand gambling advertising in US and beyond  iGaming Business

Global Direct-to-Consumer Pharmaceutical Advertising Market Outlook By Product Type, Applications, Regions and Key Players:- HARVARD POLITICAL REVIEW, MDedge, FDA - 5Gigs News
Global Direct-to-Consumer Pharmaceutical Advertising Market Outlook By Product Type, Applications, Regions and Key Players:- HARVARD POLITICAL REVIEW, MDedge, FDA  5Gigs News

5 Advertising Week Takeaways To Keep On Your Radar For 2020 - Forbes
5 Advertising Week Takeaways To Keep On Your Radar For 2020  Forbes

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

Juul agrees to restrict youth advertising - The Guardian
Juul agrees to restrict youth advertising  The Guardian

Advertising, brand management professional named Bellisairo Professor - Penn State News
Advertising, brand management professional named Bellisairo Professor  Penn State News

Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say. - The New York Times
Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say.  The New York Times

River Rouge sues Detroit over billboard and bus advertising - WXYZ
River Rouge sues Detroit over billboard and bus advertising  WXYZ

Is Extended Reality The Future Of Digital Advertising? - Forbes
Is Extended Reality The Future Of Digital Advertising?  Forbes

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

Twitter misused security information for advertising purposes - CNET
Twitter misused security information for advertising purposes  CNET

Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s - Glamour
Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s  Glamour

New connected TV study debunks 3 common myths about political advertising - AdAge.com
New connected TV study debunks 3 common myths about political advertising  AdAge.com

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

Impact of technology and digital advertising on beauty shoppers revealed by survey - Prolific London
Impact of technology and digital advertising on beauty shoppers revealed by survey  Prolific London

Cracking the code on podcast advertising for customer acquisition - TechCrunch
Cracking the code on podcast advertising for customer acquisition  TechCrunch

Covering Colorado Pueblo City Council approves marijuana advertising changes Sam Kraemer 10:19 PM, Oct 15 - KOAA.com Colorado Springs and Pueblo News
Covering Colorado Pueblo City Council approves marijuana advertising changes Sam Kraemer 10:19 PM, Oct 15  KOAA.com Colorado Springs and Pueblo News

Diversity in advertising is actually good for the bottom line - Fast Company
Diversity in advertising is actually good for the bottom line  Fast Company

Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising - Yahoo Finance
Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising  Yahoo Finance

Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing - WDRB
Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing  WDRB

EVERYTHING SOCIAL SECURITY: Beware of scammers and false advertisements - Wicked Local
EVERYTHING SOCIAL SECURITY: Beware of scammers and false advertisements  Wicked Local

Older People Are Ignored and Distorted in Ageist Marketing, Report Finds - The New York Times
Older People Are Ignored and Distorted in Ageist Marketing, Report Finds  The New York Times

Microsoft Advertising's pitch deck for sponsored products ads - Business Insider
Microsoft Advertising's pitch deck for sponsored products ads  Business Insider

Advertising Week Briefing: The age of dissonance - Digiday
Advertising Week Briefing: The age of dissonance  Digiday

OTT Advertising: Why The Industry Needs More Transparency - AdExchanger
OTT Advertising: Why The Industry Needs More Transparency  AdExchanger

A brief recap of Advertising Week. Plus, Twitch's partnership with Anomaly and Mediahub - AdAge.com
A brief recap of Advertising Week. Plus, Twitch's partnership with Anomaly and Mediahub  AdAge.com

LinkedIn Introduces Enhanced Targeting Tools for Advertisers - Search Engine Journal
LinkedIn Introduces Enhanced Targeting Tools for Advertisers  Search Engine Journal

Disney Bars Netflix TV Ads in Battle for Streaming Supremacy - The New York Times
Disney Bars Netflix TV Ads in Battle for Streaming Supremacy  The New York Times

How the Ban on Medical Advertising Hurt Women Doctors - JSTOR Daily
How the Ban on Medical Advertising Hurt Women Doctors  JSTOR Daily

Advertisers on Why WhatsApp's Status Is a Good Testing Ground for Ads - eMarketer
Advertisers on Why WhatsApp's Status Is a Good Testing Ground for Ads  eMarketer

Diablo 4 Possibly Leaked Via Art Book Advertisement - Den of Geek US
Diablo 4 Possibly Leaked Via Art Book Advertisement  Den of Geek US

How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes
How Blockchain Is Affecting The Marketing And Advertising Industry  Forbes

Elizabeth Warren expressed her ire over Facebook running fake ads for Trump — by running a fake ad - INSIDER
Elizabeth Warren expressed her ire over Facebook running fake ads for Trump — by running a fake ad  INSIDER

Advertising Week's Pitbull concert undermines a week of equality talk, say critics - AdAge.com
Advertising Week's Pitbull concert undermines a week of equality talk, say critics  AdAge.com

Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers - Yahoo Finance
Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers  Yahoo Finance

Comment: The power of the Scottish advertising industry - The Scotsman
Comment: The power of the Scottish advertising industry  The Scotsman

Indeed and expanding beyond online job advertising — Staffing quote of the week - Staffing Industry Analysts
Indeed and expanding beyond online job advertising — Staffing quote of the week  Staffing Industry Analysts

Oscar Mayer’s wieners are a triumph of American advertising - The Takeout
Oscar Mayer’s wieners are a triumph of American advertising  The Takeout

Microsoft Advertising will also deprecate accelerated delivery - Search Engine Land
Microsoft Advertising will also deprecate accelerated delivery  Search Engine Land

4 Ways to Ensure Your Branded Podcast Is Taking Advantage of Advertising Potential - Adweek
4 Ways to Ensure Your Branded Podcast Is Taking Advantage of Advertising Potential  Adweek

Facebook Ads in Search Results Rolling Out to More Advertisers - Search Engine Journal
Facebook Ads in Search Results Rolling Out to More Advertisers  Search Engine Journal

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

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