Newspaper Advertising for Local Businesses

September 30, 2011 by  Filed under: Advertising 

It’s important for local businesses to not rule out offline opportunities for advertising. Many business owners use the newspaper for advertising and it may be a great option for many small businesses. Before you determine if newspaper advertising is the best medium to get the word out about your business and products, take a look at the pros and cons.

Getting your ad listed in the newspaper is fast. An ad in a newspaper could come out as soon as the next day. If your target market is local, the local paper may be a great option if you need to get something in front of that market quickly.

Newspapers offer options for where your ad will be placed. If you want your ad to be seen by people who are reading articles about topics relating to your products, you can specify the section for your ad to go. This will help greatly as you focus your advertising on people who are more likely to be interested in what you offer.

When placing an ad in a newspaper, you can get as much room as you need to fully state your message. This is great news for businesses who have figured out that long copy sells! It’s been proven that if you only write a small piece about your product or service, it won’t get nearly as much attention as longer ads.

You can have your flyers or catalogs inserted into the newspaper. You can include coupons, contest entry forms, and many other types of materials that request a response from the reader.

Depending on the circulation of the publication, you have a chance to reach a large number of people. Larger cities normally have daily distribution and these publications can reach millions of potential buyers on any given day. There are national and regional publications to consider besides just the local newspapers. If your business is regional or national, these might be good options for you.

Newspaper advertising can be less expensive than some other printed media, depending on your choices in your advertising. The more a consumer sees an ad the effectiveness increases so this traditionally lower cost can give you the opportunity to increase your exposure with the ad. However, if you run your ad once your cost will be considerably higher per ad than if you repeat your ads.

Newspapers have no bells and whistles. The ads may be in color, but they’re still flat. There’s not much you can do to spice them up. The large color ads are also more expensive. These are the ads that are likely to get more attention, but they can be costly.

The printing schedules are pretty tight especially for daily publications. You can get an ad listed quickly, but it’s difficult to make changes if you want to because of these tight deadlines.

Newspapers – especially daily editions – don’t last very long. You spend money on an ad that will get thrown in the trash at the end of the day, or at least by the time the next edition comes out. Ads tend to get cluttered on a page and compete with the other ads on the page.

Newspapers are generally only viewed by one person at a time. Most of the time, adults are the only readers of newspapers. If your target market is teenagers or college students, you’re likely to miss them if you advertise in the paper.

Newspaper advertising isn’t the only option available to small businesses, but it may be a good one. Once you understand the pros and cons, it’s easier to decide if this advertising medium is the right one for your business.

Kelly Dear works with small businesses to develop and implement individual online marketing strategies. Making sure each of the businesses she represents is found online by potential customers is key. If you are a small business owner who wants an honest and creative approach to online marketing, call Kelly to help develop the right plan for you.

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