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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


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


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


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


Most papers offer no competitive protection. Your

ad can be placed side-by-side with the

competition. Get the salesperson to guarantee you


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.

Source by Mike McDaniel

About Maria Kane

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