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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 Thu. September / 19 / 2019

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North America In-app Advertising Market Report 2019-2025 - ResearchAndMarkets.com  Yahoo Finance

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Amazon Launches Sponsored Display Advertising  Forbes

On Thursday last week, Amazon launched a new advertising campaign type for Vendors and professional Sellers on Amazon: Sponsored Display. According to ...


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Agencies question networks' plan to reinvent TV advertising  Business Insider

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Day Around the Bay: CBS Refuses All Advertising From Juul  SFist

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Bethenny Frankel to speak at Advertising Week  Page Six

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SweeTango targets podcasts for fall advertising  Produce Blue Book

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What is Advertising Technology (AdTech)? Definition, Ecosystem, Programmatic and Trends  MarTech Advisor

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Viant's Adelphic Launches Inaugural National Programmatic Advertising Day, Hosts Programmatic Advertising Summit  EconomyWatch.com

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Buchanan joins The Exchange advertising staff  Laurinburg Exchange

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FranceTV Publicité launches new in-video advertising solution in partnership with Mirriad  PRNewswire

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Ideoclick Becomes an Amazon Advertising Partner  MarTech Series

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FTC Warns Companies Advertising CBD Products for MS  Multiple Sclerosis News Today

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IRI to Discuss Advertising Campaign Data Analytics Strategies in Three Sessions at Advertising Week New York  Business Wire

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Here’s How Amazon Will Impact the Entire Advertising Ecosystem  Adweek

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Inside McDonald's marketing changes, rising CMOs, and Quartz's membership model  Business Insider

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McDonald's picks Wieden & Kennedy New York as lead U.S. creative agency  AdAge.com

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The Herald wins 22 advertising, news awards  The Herald

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FTC Warns Companies Against Advertising CBD Products as Treating or Curing Diseases  JD Supra

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When A Recession Comes, Don't Stop Advertising  Forbes

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Advertisers Will Spend a Lot More on Amazon in 2020, Forrester Predicts  Adweek

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Google's ad business will be scrutinized like never before in antitrust investigation - CNBC
Google's ad business will be scrutinized like never before in antitrust investigation  CNBC

The state attorneys general investigating Google want to take a much deeper look into the tech giant's advertising practices. Texas Attorney General Ken Paxton ...


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Trust between advertisers, publishers, and agencies hits all-time low  Business Insider

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What are the digital advertising trends in 2019?  MobileMarketing Magazine

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LEE | Stop Advertising Egg Donation to 'Smart Asian Women' - Cornell University The Cornell Daily Sun
LEE | Stop Advertising Egg Donation to 'Smart Asian Women'  Cornell University The Cornell Daily Sun

As I casually scrolled through my Facebook newsfeed last month, a particular ad caught my eye. It seemed like one of those SAT test prep ads with a ...


Guide to Native Advertising - Columbia Journalism Review
Guide to Native Advertising  Columbia Journalism Review

Executive Summary | Introduction | Who Makes Native Ads? | Why Should We Pay Attention to Native Advertising? | Native Advertising and Journalism | Native ...


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Emirates Turns Advertisement Billboards Into Reusable Bags For Students  GET.com

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Global Out-of-Home Media Market Forecast Report 2019-2023: Strategic Intelligence Tracking Advertising Revenues & Growth - ResearchAndMarkets.com  Business Wire

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TVSquared Releases Automotive TV Advertising Performance Report - Business Wire
TVSquared Releases Automotive TV Advertising Performance Report  Business Wire

TVSquared released its latest report, “Taking Back the Wheel: TV Ad Performance Insights for Automotive Brands.”


Explainer: Advertising executives point to five ways Google stifles business - Reuters
Explainer: Advertising executives point to five ways Google stifles business  Reuters

U.S. authorities investigating Alphabet Inc's Google for anticompetitive behavior have recently begun probing the company's $116 billion-a-year advertising ...


Why marketers struggle to integrate in-app advertising - AdAge.com
Why marketers struggle to integrate in-app advertising  AdAge.com

Even as advertisers pour ad dollars into apps, they are finding it tough to blend the vertical into their overall marketing mix.


7 Out-of-the-Box PPC Advertising Ideas You Should Try Now - Search Engine Journal
7 Out-of-the-Box PPC Advertising Ideas You Should Try Now  Search Engine Journal

Inject more creativity in your paid search campaigns. Use these seven out-of-the-box ideas that can help improve your PPC performance.


Advertisements and Sponsorships - PublicSource
Advertisements and Sponsorships  PublicSource

PublicSource is a nonprofit newsroom that tells stories for a better Pittsburgh. We are inviting corporations, small businesses, nonprofits and other institutions to ...


Climate facts subject to rules on partisan advertising in Canada - Science Magazine
Climate facts subject to rules on partisan advertising in Canada  Science Magazine

Environmental charities and campaigners in Canada's upcoming federal election this fall say they are facing new restrictions on how they talk about climate ...


Lawmaker accuses Juul of illegally advertising vaping as a way to quit smoking - CNBC
Lawmaker accuses Juul of illegally advertising vaping as a way to quit smoking  CNBC

E-cigarette maker Juul is breaking the law in advertising its nicotine pods as a safer alternative to traditional cigarettes and tool to help people quit smoking, said ...


Women’s World Cup Drew Nearly $100 Million in TV Ads - The Wall Street Journal
Women’s World Cup Drew Nearly $100 Million in TV Ads  The Wall Street Journal

Advertisers shelled out almost $100 million on U.S. TV commercials in and around the 2019 FIFA Women's World Cup, exceeding expectations.


Study says New York schools losing out by banning advertising - WHEC
Study says New York schools losing out by banning advertising  WHEC

ALBANY, N.Y. (WHEC) — New York school districts are missing out on millions of dollars by banning advertising, according to a new report out Tuesday.


Google's advertising practices are being investigated by almost every U.S. state - AdAge.com
Google's advertising practices are being investigated by almost every U.S. state  AdAge.com

A group of 50 attorneys general opened a broad investigation into whether advertising practices of Alphabet Inc.'s Google violate antitrust laws.


Despite GDPR, Programmatic Advertising Is Still Growing in Europe - Adweek
Despite GDPR, Programmatic Advertising Is Still Growing in Europe  Adweek

Spend nears €17 billion while one U.S. outfit ends its European hibernation on Dmexco's opening day.


Facebook Tightens Rules on Verifying Political Advertisers - The New York Times
Facebook Tightens Rules on Verifying Political Advertisers  The New York Times

Facebook said Wednesday that it was strengthening how it verified which groups and people place political advertising on its site, as the social network braces ...


LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

Please take notice that the Town of Damariscotta, (21 School Street, Damariscotta, ME 04543) is intending to file a Natural Resource Protection Act Application ...


Russia's antimonopoly service fines Google over Ali Trade advertisement - FinanceFeeds
Russia's antimonopoly service fines Google over Ali Trade advertisement  FinanceFeeds

Russia's FAS has imposed a RUB 100,000 fine on Google LLC over inappropriate ads of Ali Trade's financial services. About a month after the Russian Federal ...


Facebook Outlines How Brands Can Reach Today’s Consumers - Adweek
Facebook Outlines How Brands Can Reach Today’s Consumers  Adweek

Facebook's annual State of Disruption report shows key areas companies need to consider, including authenticity and community.


Advice For Cannabis And CBD Advertising and Marketing - Forbes
Advice For Cannabis And CBD Advertising and Marketing  Forbes

Jon Lowen, co-founder of Surfside.IO , a marketing platform in New York, works with cannabis industry companies on their marketing, branding, and advertising ...


Native advertising may jeopardize the legitimacy of newsrooms - Columbia Journalism Review
Native advertising may jeopardize the legitimacy of newsrooms  Columbia Journalism Review

Native advertising is the central digital-revenue stream for the publishing industry. It makes up some 60 percent of the market, or $32.9 billion, according to a ...


What a Clean Room Means for Amazon Advertising - Adweek
What a Clean Room Means for Amazon Advertising  Adweek

Amazon is reportedly developing clean room technology to help its advertisers better understand the impact of their spend on consumer behavior—and shine a ...


Google's Proposed Privacy Standards Are Also Friendly for Programmatic Advertising - CPO Magazine
Google's Proposed Privacy Standards Are Also Friendly for Programmatic Advertising  CPO Magazine

Google's new “Privacy Sandbox” privacy standards proposal is a compromise solution for programmatic advertising while respecting users' privacy when they ...


You guys suck! The dos and don'ts of comparative advertising - AdAge.com
You guys suck! The dos and don'ts of comparative advertising  AdAge.com

From chicken sandwich wars to 'corngate,' trading shots with rival brands is all the rage. But there's a right and a wrong way to go about it.


Australia's advertising effectiveness study launched by the Communications Council - AdNews
Australia's advertising effectiveness study launched by the Communications Council  AdNews

This is the first time an advertising effectiveness study has been conducted outside of the UK.


The Athletic Ventures Outside the Paywall and Into Advertising - Bloomberg
The Athletic Ventures Outside the Paywall and Into Advertising  Bloomberg

The Athletic, a sports-news upstart that relies on reader subscriptions, is making its first major foray into ad-supported *content*.


Libra pad ad attracts more than 600 complaints to advertising standards body - 7NEWS
Libra pad ad attracts more than 600 complaints to advertising standards body  7NEWS

An industry watchdog that handles complaints about advertisements has ruled a Libra pad ad, released earlier this year, did not breach the code of ethics.


Microsoft Advertising Now Identifies Negative Keyword Conflicts in Shopping Campaigns - Search Engine Journal
Microsoft Advertising Now Identifies Negative Keyword Conflicts in Shopping Campaigns  Search Engine Journal

Microsoft Advertising has launched a report that identifies negative keyword conflicts in shopping campaigns.


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