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Advertising In The Local Press


There are three main reasons why I would hesitate when deciding to advertise in the local press:

? Everyone else is doing it

? Nobody buys a paper for the adverts

? The odds are it won't work

Just because everyone else is doing it, doesn't mean it's a good thing, or more importantly - that it actually works! However it seems the natural thing to do - you need to raise your profile, make the local community aware of your company, so you why not advertise in the local paper? Well, because?

Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through selling advertising space. In fact if you look at the inside cover of a newspaper you'll see the staff on it. More often than not the 'sales team' will out number the reporters 3 to 1. The local paper is not 'a local' way for the community to keep up to date with local events, it's a 100 page selling tool.

Very often when approached by the advertising telesales team, they'll quote all sorts of readership figures. 'Well actually the Acme Recorder is distributed to over 50,000 homes and offices'. A very impressive statistic. However, of those 50,000 'readers' how many will actually want an accountant at that specific time their browsing through the paper? How many of them will actually see your advert amongst all the others? How many will actually read your advert, and then REACT to it?

The next time someone gives you these figures, follow it up with this next question:

"What's the response rate to an advert?"

They won't be able to tell you. Why? Because this is not important to them. But it's VITAL for you. The chances are they'll either admit they don't know, or they'll quote a local builder who has a great response (but you're NOT a builder) or they will come back with something like, "Well people keep advertising with us so I guess it must be working?"

People keep advertising for exactly the opposite reason. It's not working, so by keep advertising they'll figure that eventually someone will respond. Wrong. If the advert didn't work the first time, it won't work the second time and it certainly won't work the third time!

The odds are if you still do decide to advertise that the advert itself won't work. Remember above all else adverts, direct mail etc, should get a reaction from the reader NOW. However most adverts are poorly designed, and that's okay. You're a coach, trainer, consultant, professional service business owner?That's what you do, what you're good at, designing adverts for maximum impact is probably something you haven't worked on before.

Other problems you'll face. Where will the advert be placed? If it's on the left hand page, studies have shown that it will be noticed a lot less than if it's placed on the right hand page. Similarly where on the right hand page will it be placed? Again studies have shown that placing the advert on the bottom right hand corner will increase its notice ability more than anywhere else on the page.

These are just a few of the factors you should consider when advertising in the local press. Readership levels are not a measure of response rate, it's the ability to convert them into paying clients that counts!

Andrew Ludlam is a client attraction expert, and Director of Maverick Marketing Solutions. If you're deadly serious about maximising the potential of your business, then I urge you to visit http://www.maverickmarketingltd.com and sign up for the monthly 'Maverick Marketing Solutions Newsletter'... where you'll also receive the FREE white paper "Six Magnetic Ways To Attract More Clients To Your Business In The Next 90 Days..!" (Value $37)

Warning! This could be the last business marketing website you ever need to see...


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. February / 27 / 2020

Etsy Earnings Win, Advertising Fees - pymnts.com
  1. Etsy Earnings Win, Advertising Fees  pymnts.com
  2. Etsy tells sellers it's going to advertise their goods and take a big cut of the sale  The Verge
  3. Etsy eases offsite advertising  Chain Store Age
  4. Etsy sellers are furious over new mandatory ad fees  Mashable
  5. Etsy Updates Advertising Offerings  Yahoo Finance
  6. View Full Coverage on Google News

ASEOHosting: Traditional Online Advertising is Dire in 2020 - Yahoo Finance
ASEOHosting: Traditional Online Advertising is Dire in 2020  Yahoo Finance

UK Drug Advertising Complaints Increase as Withdrawn Advertisements Remain Steady - Regulatory Focus
UK Drug Advertising Complaints Increase as Withdrawn Advertisements Remain Steady  Regulatory Focus

In Focus: Vision 2020, New Social Media Rules For Political Advertising, UNCF Mayor’s Masked Ball - phl17.com
In Focus: Vision 2020, New Social Media Rules For Political Advertising, UNCF Mayor’s Masked Ball  phl17.com

American Advertising Federation Space Coast Honors Winners of 2020 ADDY Awards | - SpaceCoastDaily.com
American Advertising Federation Space Coast Honors Winners of 2020 ADDY Awards |  SpaceCoastDaily.com

How buyers and advertisers are planning for the end of the third-party cookie - Digiday
How buyers and advertisers are planning for the end of the third-party cookie  Digiday

Advertising Through the Rideshare Industry - Grit Daily
Advertising Through the Rideshare Industry  Grit Daily

Univision Q4 Sees Slight Revenue Increase, Core Advertising 6% Higher 02/28/2020 - MediaPost Communications
Univision Q4 Sees Slight Revenue Increase, Core Advertising 6% Higher 02/28/2020  MediaPost Communications

Sinclair Broadcast expects to see record political advertising sales this year after earnings miss - Baltimore Sun
Sinclair Broadcast expects to see record political advertising sales this year after earnings miss  Baltimore Sun

Acast Launches Acast Marketplace, a Podcast Advertising Platform - MarTech Advisor
Acast Launches Acast Marketplace, a Podcast Advertising Platform  MarTech Advisor

AdDaptive Intelligence, Initiative, and Cox Business share B2B Advertising Success on stage at Digiday Conference - MarTech Series
AdDaptive Intelligence, Initiative, and Cox Business share B2B Advertising Success on stage at Digiday Conference  MarTech Series

'This line is for employees only': stories of being Black in advertising, 1969-2020 - The Drum
'This line is for employees only': stories of being Black in advertising, 1969-2020  The Drum

SONIC Drive-In Puts Guests in the Driver’s Seat with New Advertising Campaign THIS IS HOW WE SONIC - Yahoo Finance
SONIC Drive-In Puts Guests in the Driver’s Seat with New Advertising Campaign THIS IS HOW WE SONIC  Yahoo Finance

Kroger Precision Marketing Achieves Tag Platinum Certification For Digital Advertising Trust And Transparency Practices - Yahoo Finance
Kroger Precision Marketing Achieves Tag Platinum Certification For Digital Advertising Trust And Transparency Practices  Yahoo Finance

How Record Television Advertising is Shaping American Elections - Niskanen Center
How Record Television Advertising is Shaping American Elections  Niskanen Center

Garnet Media Group wins regional advertising awards - UofSC News & Events - @UofSC
Garnet Media Group wins regional advertising awards - UofSC News & Events  @UofSC

NBCUniversal Details New ‘One Platform’ Advertising Ahead Of Upfront - Deadline
NBCUniversal Details New ‘One Platform’ Advertising Ahead Of Upfront  Deadline

INTRODUCING: The Lost Coast Outpost CLASSYFieds! Classified Advertising For the Humboldt County Masses! - Lost Coast Outpost
INTRODUCING: The Lost Coast Outpost CLASSYFieds! Classified Advertising For the Humboldt County Masses!  Lost Coast Outpost

Vince Cullers Group: First black owned advertising agency - wcia.com
Vince Cullers Group: First black owned advertising agency  wcia.com

The Honest Ads Act Charts A Path For Political Advertising - AdExchanger
The Honest Ads Act Charts A Path For Political Advertising  AdExchanger

Savannah Bananas baseball team removing all advertising from games this season - Bluffton Today
Savannah Bananas baseball team removing all advertising from games this season  Bluffton Today

Friendable Focuses on Machine Learning and AI for Mobile Advertising Campaign, Choosing “LiftOff” as Partner - MarTech Series
Friendable Focuses on Machine Learning and AI for Mobile Advertising Campaign, Choosing “LiftOff” as Partner  MarTech Series

Video lottery advertising bill (HB1249) dies in committee - KELO AM-FM
Video lottery advertising bill (HB1249) dies in committee  KELO AM-FM

ADVERTISING: Advertorial — JONATHON M. SASSER: Sleep: Quality over quantity - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHON M. SASSER: Sleep: Quality over quantity  Coeur d'Alene Press

"NBC Spot On," A New Local OTT/CTV Advanced Advertising Business Launches At NBCUniversal Owned Television Stations - Yahoo Finance
"NBC Spot On," A New Local OTT/CTV Advanced Advertising Business Launches At NBCUniversal Owned Television Stations  Yahoo Finance

The Big Won becomes World Creative Rankings to benchmark advertising's top performers - The Drum
The Big Won becomes World Creative Rankings to benchmark advertising's top performers  The Drum

All Eyes On Influencers: FDA And FTC Examination Of Endorser Advertising Signals Global Focus On Social Media - Media, Telecoms, IT, Entertainment - Worldwide - Mondaq News Alerts
All Eyes On Influencers: FDA And FTC Examination Of Endorser Advertising Signals Global Focus On Social Media - Media, Telecoms, IT, Entertainment - Worldwide  Mondaq News Alerts

NBC intros 'Spot On' business for local connected TV/OTT advertising - FierceVideo
NBC intros 'Spot On' business for local connected TV/OTT advertising  FierceVideo

Advertising Week Europe 'monitors' coronavirus as London media agency shutters - AdAge.com
Advertising Week Europe 'monitors' coronavirus as London media agency shutters  AdAge.com

Woman arrested for advertising videos of infant, child rape on social media app - abc7amarillo.com
Woman arrested for advertising videos of infant, child rape on social media app  abc7amarillo.com

Layton woman arrested for advertising videos of infant, child rape on social media app - KJZZ
Layton woman arrested for advertising videos of infant, child rape on social media app  KJZZ

Lamar Advertising to appear at the Morgan Stanley Technology, Media & Telecom Conference - Yahoo Finance
Lamar Advertising to appear at the Morgan Stanley Technology, Media & Telecom Conference  Yahoo Finance

Discovery Profit Rises Despite Cord-Cutting and New Investments - Variety
Discovery Profit Rises Despite Cord-Cutting and New Investments  Variety

ASA: The volume of gambling ads is driving distrust of advertising - Marketing Week
ASA: The volume of gambling ads is driving distrust of advertising  Marketing Week

Billionaire Bloomberg is proving no amount of advertising can sell a flawed product - NationofChange
Billionaire Bloomberg is proving no amount of advertising can sell a flawed product  NationofChange

California Court Sets High Bar For Class Certification In False Advertising Cases - Litigation, Mediation & Arbitration - United States - Mondaq News Alerts
California Court Sets High Bar For Class Certification In False Advertising Cases - Litigation, Mediation & Arbitration - United States  Mondaq News Alerts

This Campaign Season, BBB National Programs' Digital Advertising Accountability Program is Helping Voters Understand the Origins of Online Political Ads - Inside NoVA
This Campaign Season, BBB National Programs' Digital Advertising Accountability Program is Helping Voters Understand the Origins of Online Political Ads  Inside NoVA

Susan Collins complains about misleading campaign advertising - Lewiston Sun Journal
Susan Collins complains about misleading campaign advertising  Lewiston Sun Journal

AMC Networks Sees Q4 Declines In Advertising And Subscriber Revenues 02/27/2020 - MediaPost Communications
AMC Networks Sees Q4 Declines In Advertising And Subscriber Revenues 02/27/2020  MediaPost Communications

Student Association implements new policy on OCCT advertisements - Binghamton University Pipe Dream
Student Association implements new policy on OCCT advertisements  Binghamton University Pipe Dream

A realist’s take on travel advertising in 2020 - PhocusWire
A realist’s take on travel advertising in 2020  PhocusWire

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Our philosophy - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Our philosophy  Coeur d'Alene Press

Guidance issued for advertising marijuana products in Maine - Press Herald
Guidance issued for advertising marijuana products in Maine  Press Herald

Camera club to host advertising photographer | Arts - The Star Democrat
Camera club to host advertising photographer | Arts  The Star Democrat

Biden announces 'six figure' Super Tuesday ad campaign - POLITICO
Biden announces 'six figure' Super Tuesday ad campaign  POLITICO

SEC Looks to Loosen Advisor Advertising, Solicitation Rules - The 401(k) Specialist
SEC Looks to Loosen Advisor Advertising, Solicitation Rules  The 401(k) Specialist

Advertising company says it won't accept billboard ad to honor dead cows from PETA - Winston-Salem Journal
Advertising company says it won't accept billboard ad to honor dead cows from PETA  Winston-Salem Journal

Mobile Advertising is Booming in APAC While Efforts Increase to Combat Fraud - Branding in Asia Magazine
Mobile Advertising is Booming in APAC While Efforts Increase to Combat Fraud  Branding in Asia Magazine

Olympics advertisers hold their breath in coronavirus waiting game - AdAge.com
Olympics advertisers hold their breath in coronavirus waiting game  AdAge.com

Here's what you need to know in advertising and media this week - Business Insider - Business Insider
Here's what you need to know in advertising and media this week - Business Insider  Business Insider

Accenture spearheads consultancy v advertising turf war - Financial Times
Accenture spearheads consultancy v advertising turf war  Financial Times

ADVERTISING — Advertorial: DR. WAYNE M. FICHTER: The brain's effect on pain - Coeur d'Alene Press
ADVERTISING — Advertorial: DR. WAYNE M. FICHTER: The brain's effect on pain  Coeur d'Alene Press

Why a Grab and Gojek merger could disrupt advertising in South East Asia - The Drum
Why a Grab and Gojek merger could disrupt advertising in South East Asia  The Drum

Baseball teams put ads everywhere. One summer league team is ditching them entirely. - The Washington Post
Baseball teams put ads everywhere. One summer league team is ditching them entirely.  The Washington Post

Trump administration outsourcing part of census advertising campaign to state-run Chinese media: report - Raw Story
Trump administration outsourcing part of census advertising campaign to state-run Chinese media: report  Raw Story

Trump campaign buys top advertising spot on YouTube for Election Day | TheHill - The Hill
Trump campaign buys top advertising spot on YouTube for Election Day | TheHill  The Hill

PODCAST: Dean Evans of Cars.com on the state of automotive advertising - Auto Remarketing
PODCAST: Dean Evans of Cars.com on the state of automotive advertising  Auto Remarketing

5 Global Digital Video Trends (Viewership & Advertising) in 2020 - Business Insider Nordic
5 Global Digital Video Trends (Viewership & Advertising) in 2020  Business Insider Nordic

'Nobody has a stellar record’: Popular food delivery apps may be advertising wrong prices, menus - WSOC Charlotte
'Nobody has a stellar record’: Popular food delivery apps may be advertising wrong prices, menus  WSOC Charlotte

Vaping trends switch during investigation into Juul Labs advertising - KOMU 8
Vaping trends switch during investigation into Juul Labs advertising  KOMU 8

Contextual advertising company GumGum raises $22M - TechCrunch
Contextual advertising company GumGum raises $22M  TechCrunch

Spain government proposes crackdown on gambling advertising - Yogonet International
Spain government proposes crackdown on gambling advertising  Yogonet International

How much Mike Bloomberg is spending on campaign ads - Washington Post
How much Mike Bloomberg is spending on campaign ads  Washington Post

Do Institutions Own Pressman Advertising Limited (NSE:PRESSMN) Shares? - Simply Wall St
Do Institutions Own Pressman Advertising Limited (NSE:PRESSMN) Shares?  Simply Wall St

AdQuick raises $6M to conquer an advertising market Google and Facebook won’t - TechCrunch
AdQuick raises $6M to conquer an advertising market Google and Facebook won’t  TechCrunch

Avoid These Advertising and Marketing Mistakes - Legal Reader
Avoid These Advertising and Marketing Mistakes  Legal Reader

By Sneaking Into Ads.txt Files, The 404bot Cost Advertisers $15 Million - AdExchanger
By Sneaking Into Ads.txt Files, The 404bot Cost Advertisers $15 Million  AdExchanger

Cross-Channel Performance Advertising Platform Market Gross Margin, Attractiveness, Competitive Landscape and Key Players – Facebook, Marin Software, Marilyn, etc. - News Times
Cross-Channel Performance Advertising Platform Market Gross Margin, Attractiveness, Competitive Landscape and Key Players – Facebook, Marin Software, Marilyn, etc.  News Times

MTS launches theft protection, targeted advertising service for retailers - Telecompaper
MTS launches theft protection, targeted advertising service for retailers  Telecompaper

Stads launches new platform for stadium advertising market - SportBusiness
Stads launches new platform for stadium advertising market  SportBusiness

Why Burger King Is Proudly Advertising a Moldy, Disgusting Whopper - Adweek
Why Burger King Is Proudly Advertising a Moldy, Disgusting Whopper  Adweek

Mobile advertising trojans, stalkerware peak in 2019 - SC Magazine UK
Mobile advertising trojans, stalkerware peak in 2019  SC Magazine UK

New Las Cruces rental scam asks for electronic transfer of funds - Las Cruces Sun-News
New Las Cruces rental scam asks for electronic transfer of funds  Las Cruces Sun-News

ISBA tackles public trust with five-part advertising guide - CampaignLive
ISBA tackles public trust with five-part advertising guide  CampaignLive

Contextual Advertising Market Insight and Professional Survey Report 2020: Google, Beijing Miteno Communication Technology, Facebook - News Times
Contextual Advertising Market Insight and Professional Survey Report 2020: Google, Beijing Miteno Communication Technology, Facebook  News Times

Advertisement for Bids | Legal Announcements - Winona Daily News
Advertisement for Bids | Legal Announcements  Winona Daily News

Should rail commuter data be monetised through advertising? - swissinfo.ch
Should rail commuter data be monetised through advertising?  swissinfo.ch

Most media buyers look to podcasts for advertising: IAB - Which-50
Most media buyers look to podcasts for advertising: IAB  Which-50

Outdoor advertising Market to depict appreciable growth prospects over 2020-2025 - openPR
Outdoor advertising Market to depict appreciable growth prospects over 2020-2025  openPR

Mobile Advertising Industry Forecast to 2025 with Global Key - openPR
Mobile Advertising Industry Forecast to 2025 with Global Key  openPR

Programmatic Marketing and Advertising Market to Witness Huge - openPR
Programmatic Marketing and Advertising Market to Witness Huge  openPR

How Anheuser-Busch is disrupting football advertising with the XFL - KSDK.com
How Anheuser-Busch is disrupting football advertising with the XFL  KSDK.com

This week's top advertising and media news, analysis - Business Insider - Business Insider
This week's top advertising and media news, analysis - Business Insider  Business Insider

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

OUTFRONT Launches Digital Advertising Network At Yonge Sheppard Centre - Yahoo Finance
OUTFRONT Launches Digital Advertising Network At Yonge Sheppard Centre  Yahoo Finance

Deepwater Horizon Damage WORSE Than Expected & JUUL Busted Advertising To Children Online - The Ring of Fire Network - The Ring of Fire Network
Deepwater Horizon Damage WORSE Than Expected & JUUL Busted Advertising To Children Online - The Ring of Fire Network  The Ring of Fire Network

Cache Of Lyerly Man's Documents, And Advertising Items Found By Next Of Kin - Thesummervillenews
Cache Of Lyerly Man's Documents, And Advertising Items Found By Next Of Kin  Thesummervillenews

Online Advertising Platform Market Trends, Key Players, Overview, Competitive Breakdown and Regional 2025 Forecast - News Times
Online Advertising Platform Market Trends, Key Players, Overview, Competitive Breakdown and Regional 2025 Forecast  News Times

Planning For Safari Can Prepare Advertisers For Chrome's Future - AdExchanger
Planning For Safari Can Prepare Advertisers For Chrome's Future  AdExchanger

Search Advertising Software Market Global Sales, Revenue, Price and Gross Margin - openPR
Search Advertising Software Market Global Sales, Revenue, Price and Gross Margin  openPR

Bank of America consolidates advertising with Publicis Groupe - AdAge.com
Bank of America consolidates advertising with Publicis Groupe  AdAge.com

Global Mobile Advertising Market to Gain Proceeds Worth USD - openPR
Global Mobile Advertising Market to Gain Proceeds Worth USD  openPR

Beyond Google and Facebook advertising: 17 ad platforms you should try - Search Engine Land
Beyond Google and Facebook advertising: 17 ad platforms you should try  Search Engine Land

This week's advertising and media news and analysis - Business Insider - Business Insider
This week's advertising and media news and analysis - Business Insider  Business Insider

WPP dives as advertising revenues suffer and new chief’s turnaround stalls - Evening Standard
WPP dives as advertising revenues suffer and new chief’s turnaround stalls  Evening Standard

The 'duopoly' is now worth more to advertisers than TV - Warc
The 'duopoly' is now worth more to advertisers than TV  Warc

Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’ - CBS Dallas / Fort Worth
Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’  CBS Dallas / Fort Worth

What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World? - Adweek
What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World?  Adweek

Media executives pressure advertisers on quality news - Axios
Media executives pressure advertisers on quality news  Axios

Vast majority of Amazon advertisers plan to spend more on ads again this year - Marketing Land
Vast majority of Amazon advertisers plan to spend more on ads again this year  Marketing Land

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