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13 Facts About Newspaper Advertising


Advertising in the paper works for many people in business. The astute merchant understands the newspaper's weaknesses and works to avoid them whenever possible.

Here are 13 facts you should know.

1 Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily.

2 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.

3 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?"

4 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.

5 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.

6 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.

7 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 supporting radio to drive them to it.

8 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?

9 Over half of every newspaper is advertising. Almost as bad as TV where commercial breaks now last more than three and a half minutes. More than two-thirds of the huge and heavy Sunday brick is advertising and stuffers and lap cards (those pesky little cards that fall out when you pick it up).

10 Newspaper rates are climbing faster than any other advertising media. 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 or spread out for an indoor dog's emergency.

11 Newsstand and subscriptions prices are rising, too. 75 cents an issue is rapidly losing to 4 quarters.

12 Most papers offer no competitive protection. Your ad can be placed side-by-side with your competition. Get the salesperson to guarantee you separation.

13 Daily newspaper numbers are dwindling. There are less than 1000 daily papers left in the US. Smaller communities must rely on weeklies or papers from another area with a "local" section. In some markets one publisher controls several small town papers, printing them at a central location, changing only the front page for each community.

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 too, so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper. Just do it better.

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. January / 20 / 2020

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

[Trends 2020] Here's What Will Redefine Outdoor Advertising - Entrepreneur
[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

Susan Estrich: Microtargeting affects not only advertising but politics tpp - Omaha World-Herald
Susan Estrich: Microtargeting affects not only advertising but politics tpp  Omaha World-Herald

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Former Tribune advertising director Smith dies | Local News - Citizentribune
Former Tribune advertising director Smith dies | Local News  Citizentribune

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - MarTech Series
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  MarTech Series

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBC News
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

Thomas E. Lister: Don't allow false political advertising - La Crosse Tomah Journal
Thomas E. Lister: Don't allow false political advertising  La Crosse Tomah Journal

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Out-of-home Advertising: Recent Market Activity have Created Attractive Opportunity - Press Release - Digital Journal
Out-of-home Advertising: Recent Market Activity have Created Attractive Opportunity - Press Release  Digital Journal

Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising - The Guardian
Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Scoop: Cargo pivots to car-top advertising, does layoffs - Axios
Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Chipotle Won the Advertising Battle Last Quarter - QSR magazine
Chipotle Won the Advertising Battle Last Quarter  QSR magazine

Legislation would allow student athletes to sign advertising contracts - WREG NewsChannel 3
Legislation would allow student athletes to sign advertising contracts  WREG NewsChannel 3

Animal Crossing: New Horizons advertising going up at Walmart - GoNintendo
Animal Crossing: New Horizons advertising going up at Walmart  GoNintendo

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

Global Blockchain in Media, Advertising, and Entertainment Market Development And Trends Forecasts Report 2020-2026 – Dagoretti News - Dagoretti News
Global Blockchain in Media, Advertising, and Entertainment Market Development And Trends Forecasts Report 2020-2026 – Dagoretti News  Dagoretti News

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

Is traditional print advertising dying? - Business Day
Is traditional print advertising dying?  Business Day

Facebook Advertising in 2021 Report - eMarketer - Business Insider UK
Facebook Advertising in 2021 Report - eMarketer  Business Insider UK

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - MarTech Series
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News - Dagoretti News
Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News  Dagoretti News

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

Twitter Sorry for Helping Advertisers Reach Homophobes - Advocate.com
Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

New Subway boss John Chidsey seizes control of ad budget - New York Post
New Subway boss John Chidsey seizes control of ad budget  New York Post

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Contextual Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2025 – Dagoretti News - Dagoretti News
Contextual Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2025 – Dagoretti News  Dagoretti News

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Can revenue-hungry retailers rise to meet digital advertising's opportunity? - Marketing Dive
Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

CenturyLink Settles a Case for Deceptive Advertising - Cord Cutters News, LLC
CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

The Decade in Advertising - Slate
The Decade in Advertising  Slate

W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M - Medical Marketing and Media
W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

The Pitch: Advertising and marketing news for 1.14.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

Amazon challenges Google and Facebook's hold on digital ad market - AdAge.com
Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

New Advancement of Mobile Advertising Market Industry 2026 by World | Amobee, AOL, Apple, Chartboost, Drawbridge, Euclid Analytics, Flurry, Flytxt, Google, Inmobi, Microsoft Corporation, Millenial Media, MoPub, Nokia, SAP SE, Tune, and Yahoo!. – Dagoretti News - Dagoretti News
New Advancement of Mobile Advertising Market Industry 2026 by World | Amobee, AOL, Apple, Chartboost, Drawbridge, Euclid Analytics, Flurry, Flytxt, Google, Inmobi, Microsoft Corporation, Millenial Media, MoPub, Nokia, SAP SE, Tune, and Yahoo!. – Dagoretti News  Dagoretti News

Multiple platforms of advertising now, says Goa's ad veteran - The Navhind Times
Multiple platforms of advertising now, says Goa's ad veteran  The Navhind Times

Responsive search ads available globally in all Microsoft Advertising interfaces - Search Engine Land
Responsive search ads available globally in all Microsoft Advertising interfaces  Search Engine Land

Video is now more lucrative for Chinese advertisers than news sites - Abacus
Video is now more lucrative for Chinese advertisers than news sites  Abacus

Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury - Patch.com
Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury  Patch.com

News Corp Sells Video-Advertising Startup Unruly - Wall Street Journal
News Corp Sells Video-Advertising Startup Unruly  Wall Street Journal

New advertising manager for Umco 'Home' brands - Niche Publishing Network
New advertising manager for Umco 'Home' brands  Niche Publishing Network

Quibi video startup explained: Marketing, revenue, execs, advertising - Business Insider
Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

Television’s Biggest Advertisers Spent Almost $10 Billion in 2019 - Adweek
Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

UK publishers losing digital ad revenue due to content 'blacklists' - The Guardian
UK publishers losing digital ad revenue due to content 'blacklists'  The Guardian

Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers - themediatimes
Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers  themediatimes

Is Google Advertising Revenue 70%, 80%, Or 90% Of Alphabet’s Total Revenue? - Forbes
Is Google Advertising Revenue 70%, 80%, Or 90% Of Alphabet’s Total Revenue?  Forbes

Verizon's Super Bowl advertising focuses on 5G - Daily Gaming Worlld
Verizon's Super Bowl advertising focuses on 5G  Daily Gaming Worlld

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Waitrose slammed for advertising eggs before a VEGAN cooking show - Daily Mail
Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

5 Can’t-Miss Benefits of Native Advertising - G2
5 Can’t-Miss Benefits of Native Advertising  G2

Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True? - Forbes
Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

2019’s U.S. TV advertising trends across Amazon, Apple, Google, Facebook, and Microsoft - VentureBeat
2019’s U.S. TV advertising trends across Amazon, Apple, Google, Facebook, and Microsoft  VentureBeat

Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show - The Telegraph
Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

Move and win roundup: Week of January 20, 2020 | Advertising - Campaign Asia-Pacific
Move and win roundup: Week of January 20, 2020 | Advertising  Campaign Asia-Pacific

From internet to billboards, Ukraine's advertising market continues to grow - Kyiv Post
From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

Facebook enables disinformation with advertising policy | Columns - Effingham Daily News
Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News - Dagoretti News
Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News  Dagoretti News

Facebook rethinks plan to insert ads into WhatsApp - Campaign Asia-Pacific
Facebook rethinks plan to insert ads into WhatsApp  Campaign Asia-Pacific

US advertising spending will increase to nearly $ 390 billion in 2020 - Adweek - Mash Viral
US advertising spending will increase to nearly $ 390 billion in 2020 - Adweek  Mash Viral

Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta - Search Engine Land
Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

The Duke of Wellington is advertising for a '100 per cent trustworthy' steward - Daily Mail
The Duke of Wellington is advertising for a '100 per cent trustworthy' steward  Daily Mail

Google and Facebook advertisers losing billions through malicious click bots - Telegraph.co.uk
Google and Facebook advertisers losing billions through malicious click bots  Telegraph.co.uk

Marketing is no longer just brand and advertising, it's more about consumer experience, says Gaurav Ajmera of Oyo - Best Media Info
Marketing is no longer just brand and advertising, it's more about consumer experience, says Gaurav Ajmera of Oyo  Best Media Info

What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO] - TVRev
What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

Video sites now more attractive than news sites for online advertisers in China - Tech in Asia
Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

Spotify will use everything it knows about you to target podcast ads - The Verge
Spotify will use everything it knows about you to target podcast ads  The Verge

Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people - Seattle Times
Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

Lamar Advertising (NASDAQ:LAMR) Stock Rating Upgraded by ValuEngine - Riverton Roll
Lamar Advertising (NASDAQ:LAMR) Stock Rating Upgraded by ValuEngine  Riverton Roll

Scottish firm Good-Loop trying to change way we see advertising - The National
Scottish firm Good-Loop trying to change way we see advertising  The National

Maryland lawmakers propose tax on digital advertising revenue - MNE Tax
Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle - mUmBRELLA*
I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle  mUmBRELLA*

Get ready to be bombarded with 2020 Census ads - Pittsburgh Post-Gazette
Get ready to be bombarded with 2020 Census ads  Pittsburgh Post-Gazette

Facebook backtracks on plans to monetise WhatsApp with advertising - MobileMarketing Magazine
Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

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