Newspapers are considered the primary
advertising medium by 99.4% of all retailers. Newspapers
have been there in every step of the typical
storeowner'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 goes for 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 supportiung 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! it's 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.
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