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The SKINNY on Newspaper Advertising


The SKINNY on Newspapers

Using the paper is considered gospel by many people in business. Use it wisely and it can be a good tool.

Remember, newspapers are passive, non intrusive media. They tend to reach only buyers who are looking for the product. They are poor at reaching prospects before the need arises.

Think about it, there are few times you have been driven to go to a store to buy a product you never heard of because you saw an ad in the paper. You had to have an earlier impression about the product for the newspaper ad to point you to the location to buy it.

There are 4 ways to use the newspaper for advertising.

1) Display advertising from one column wide by 2 inches high to a full two pages, display ads can be so numerous the news stories have to be cut so both can live on the page.

There is usually no protection. Competiting store ads can be next to each other (next time you see the paper look for tire store ads on the same page).

When designing your ad, remember it's all about them. Use a catchy headline and tell them what you will do for the. Forget about your picture or your "Number One in the District Award". Good advertising "feels their pain".

2) Classified advertising The effectiveness of classified ads varies by paper and by who wrote the ad and by what the ad is selling. Many classified sections have turned into giant car dealer pages and huge homes for sale sections complete with four color pictures.

The small, private, "gotta sell my Bow-Flex" ads can be lost in a giant classified section. Many shoppers and Nickle Savers have smaller, and cheaper, classified sections.

Some small business operators find success with a series of small classified ads. Small blurps tend to build "top of mind awareness". A cheap way to keep your name out there.

3) Tabs and special sections Tabs, the cash cow for newspapers, are manufactured events designed to sell ads. Progress Editon. Easter Shopping Special. Dollar Days. You name it, there is a tab every idea.

Typically a tab is the regular paper page turned sideways (landscape) and folded in half.

Tabs get ad-on advertising dollars from existing clients and offer one time only exposure to those who don't normally use the paper (i.e. the giant corporate ads in every Progress Edition). Most papers have so many tabs, they print an advertising calendar.

Understand them for what they are, vehicles to get extra bucks from you. If you want to be in one, rearrange your budget, don't ad to it.

4) Inserts and stuffers Some Sunday papers weight 4 to 5 pounds each, mostly for the weight of stuffers and inserts. Usually reserved for national advertisers and big box stores. They print them and deliver them to the paper and pay a per piece fee to have them stuffed and delivered. For smaller businesses they become cost prohibitive. Better to stick with display ads.

Sunday papers have the biggest circulation, and ad rates are more expensive. Regional and national papers can be expensive, too. Local papers and shoppers are less expensive, but nonetheless can be a major part of a small business ad budget.

Newspaper advertising is sold by the column inch. Different categories of ads and section placement determine the rate and rates vary throughout the paper. Rates also vary with advertisers, depending on how many column inches they have agreed to buy in a one year period. The more the cheaper.

Plan your advertising well in advance and stick to your budget. Sell to needs, not ego and newspaper can be your buddy.

For more about advertising, get my article "What Does your telephone say about you?" MailTo:[email protected]

©2005 BIG Mike McDaniel, All Rights Reserved [email protected] BIG Mike is a Small Business Consultant, Professional Speaker and former Major Market TV News Anchor. http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. April / 23 / 2024

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Grindr sold HIV status of “potentially thousands” of users to advertisers, lawsuit says  The Hill

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Advertise With MLB Trade Rumors  MLB Trade Rumors

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Major EU Regulator Threatens Free Social Media by Cracking Down on Personalized Advertising  Cato Institute

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What Drives Advertising Effectiveness? It's Not What Most Marketers Think.  Insideradio.com

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Digital advertising firm Adludio launches AdSapiens  Martechcube

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How A+E Blends Content and Innovation for Advertising Impact  cynopsis.com

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Connecticut Bill To Allow Betting On In-State Colleges, Tighten Advertising  Sports Betting Dime

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Marketers Falsely Place Lower Value On Creative Advertising  Radio Ink

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American Privacy Rights Act could ban ad targeting in US  Ad Age

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Biden builds early advertising edge as Trump spends millions on legal fees  News-Press Now

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Advertise With Us  Eagle 99.3 FM WSCH

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Virgin Media taps PubMatic to scale FAST advertising  Digital TV Europe

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Tesla's short-lived marketing team laid off  Business Insider

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Tesla has spent $200K advertising on Elon Musk’s X so far  TechCrunch

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Best Cross-Channel Strategy – Rakuten Advertising & OUAI Haircare  Hello Partner

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Senate Democrats plot $79M advertising onslaught to hold on in November  POLITICO

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New Made for Advertising rules—what marketers need to know following online controversy  Ad Age

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Broadcasters mount last-minute blitz to delete tax on 'digital ads' from Pillen plan • Nebraska Examiner  Nebraska Examiner

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Hyundai Pauses Advertising On X After Being Shown Alongside Antisemitic Post  CarScoops

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'Mobile streaming knows no boundaries': Advertising body clears MultiChoice of racism in ad | Life  News24

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Hyundai Halts Advertising On "X" After Ad Appears Beside Antisemitic Post - AutoSpies Auto News  AutoSpies.com

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Two Ana de Armas Fans Settle False Advertising Lawsuit Over ‘Yesterday’ Trailer  Variety

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What we're losing in the blinding whiteness of advertising  Fast Company

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