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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. January / 31 / 2023

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Twitter advertisers want to spend money but say “our emails have been falling into the abyss.”  Slate

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Meta advertising: 5 best practices for 2023  Search Engine Land

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IAC Cuts Staff at DotDash Meredith Unit by 7% on Weaker Advertising Market  Barron's

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‘That’s not in our system’: Customer calls out Burger King for ‘false advertising’ after employee wouldn’t honor promo  The Daily Dot

Everyone's watching Meta's earnings report for a hint at how online ads are doing - CNBC
Everyone's watching Meta's earnings report for a hint at how online ads are doing  CNBC

WWE Officially Advertising Roman Reigns vs. Cody Rhodes for WrestleMania 39 - ComicBook.com
WWE Officially Advertising Roman Reigns vs. Cody Rhodes for WrestleMania 39  ComicBook.com

TikTok sold $4.3M weight-loss ads, breaching its policy and promises - Insider
TikTok sold $4.3M weight-loss ads, breaching its policy and promises  Insider

Netflix Expects Its Advertising Business to Surpass This Connected TV Ad Giant - The Motley Fool
Netflix Expects Its Advertising Business to Surpass This Connected TV Ad Giant  The Motley Fool

‘Live from PS5’ advertisement celebrates increased supply worldwide - Gematsu
‘Live from PS5’ advertisement celebrates increased supply worldwide  Gematsu

THE FIFTH Agency Expands Los Angeles Team with Key Hire to Lead Creative Team and Produce Creator-Driven Advertising - Yahoo Finance
THE FIFTH Agency Expands Los Angeles Team with Key Hire to Lead Creative Team and Produce Creator-Driven Advertising  Yahoo Finance

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Rakuten Advertising named mThink's Best Affiliate Network for 12 ...  PR Newswire

The Justice Department accuses Google of an advertising monopoly - WSIU
The Justice Department accuses Google of an advertising monopoly  WSIU

In-Game Advertising Market: An In-depth Analysis from 2018-2027 ... - InvestorsObserver
In-Game Advertising Market: An In-depth Analysis from 2018-2027 ...  InvestorsObserver

The stage is set for mobile AR advertising to shine - Insider Intelligence
The stage is set for mobile AR advertising to shine  Insider Intelligence

Downtown Ottawa’s Largest Advertising Canvas Is Now Available with PATTISON Outdoor - Yahoo Finance
Downtown Ottawa’s Largest Advertising Canvas Is Now Available with PATTISON Outdoor  Yahoo Finance

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JCDecaux wins 15-year exclusive Advertising Street Furniture ...  GlobeNewswire

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GlassView Video Distribution Platform Propels Attention to RIP ...  PR Newswire

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Marketers Predict Programmatic Advertising Spend in Podcasts to ...  Marketing Dive

Eye Square Announces Full Membership in Advertising Research ... - MarTech Series
Eye Square Announces Full Membership in Advertising Research ...  MarTech Series

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eMarketer Podcast: The Daily: How sports advertising is changing ...  Insider Intelligence

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Advertising Rates: FishersIsland.net & eFog Horn  fishersisland.net

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Rodeo FX Names Igor Boros as VFX Supervisor in Advertising ...  Little Black Book - LBBonline

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Thailand Issues Regulation on Language and Other Content in ...  Lexology

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Roku smart TVs mean opportunities for advertising, new formats  FierceVideo

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Justice Department finalizes compliance metrics for Meta’s (formerly ...  JD Supra

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Brands are on board with CTV advertising. What about consumers?  Campaign US

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iPROM Introduces First-Party Data Management Platform for Advertisers. iPROM Private DMP Launches the New Era of Digital Advertising with First-Party Data  Yahoo Finance

A more sustainable type of advertising - MobileMarketing Magazine
A more sustainable type of advertising  MobileMarketing Magazine

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As The Economy Shifts, 5 Things Mobile Advertisers Should Know  AdExchanger

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Hawaii Pol Wants To Ban Nevada Casinos From Advertising In His ...  Casino.Org News

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Social media advertisement campaigns have been effective in changing public perceptions and receptiveness to COVID-19 vaccines  News-Medical.Net

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Swedish regulator acts over Svenska Spel free-to-air show deemed ...  iGaming Business

Osprey Sues Grayscale for Misleading Advertising on Crypto Trust - Bloomberg Law
Osprey Sues Grayscale for Misleading Advertising on Crypto Trust  Bloomberg Law

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Husson University unveils new television remote unit, opportunities in marketing & advertising  WABI

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How Ice Cube is pitching his Big3 basketball league to advertisers  AdAge.com

Digital Advertising Biz Faces New, Old Challenges In 2023 - Forbes
Digital Advertising Biz Faces New, Old Challenges In 2023  Forbes

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Recent class action lawsuits accuse medicine, health product ...  Top Class Actions

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Outdoor Advertising Sales - Agency - South Africa - Johannesburg  Bizcommunity.com

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NBCUniversal Details 'The Next Evolution' of Advertising and Partnership Interface One Platform  TheWrap

Innovative OOH Advertising Ideas Brands Can Use In 2023 - Forbes
Innovative OOH Advertising Ideas Brands Can Use In 2023  Forbes

Australia Investigates Influencers Over False Advertising - Bloomberg
Australia Investigates Influencers Over False Advertising  Bloomberg

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A new threat to advertisers making sketchy health claims  The Seattle Times

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Mirriad Advertising mulls strategic options; Apollo plans to bid for ...  S&P Global

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How Brands Can Approach Sports Advertising  Rolling Stone

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Disney Advertising expands EDO, Samba TV measurement ...  FierceVideo

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Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

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TV Advertising Isn’t Dead – It Just Needs More Effective Strategies  The Drum

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Urban One Inc. And Sounder Partner To Help Bring More ...  Essence

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Inside the $1 billion Super Bowl advertising complex  Fast Company

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Ad Representative Robert "Rusty" Connally | Advertising ...  Clay Center Dispatch

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Programmatic Advertising Market Newer Segments of Application ...  Digital Journal

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FTC Challenges Half-Baked "Made In USA" Claims - Advertising ...  Mondaq

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Dems launch new abortion ads in battle for state governments  POLITICO

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Fame: Brands wanna live forever | Advertising  Campaign Asia

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The Manufacturers Life Insurance Company Sells 1996 Shares of ...  MarketBeat

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Huge political advertising campaign had little effect on US voters  Nature.com

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Spotify Shifts Podcast Strategy After Layoffs  Bloomberg

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The Green Rush Podcast: Jesse and Joel Stanley, Co-Founders of ...  GreenState

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Ginny Redington Dawes Starred as a Writer of Advertising Jingles  The Wall Street Journal

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With The Rise Of TikTok, TV Advertising Will Get A Boost  AdExchanger

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As Addressable TV Advertising Grows, Challenges Remain  Forbes

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Fireball whisky-maker accused of false advertising on miniature drink bottles  NBC News

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Can Elon Musk’s Twitter Win Back Advertisers’ Trust?  The Drum

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The 2023 podcast advertising landscape, as predicted by several ...  Marketing Brew

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Irish central bank chief calls for ban on crypto advertising  Reuters

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Wolk's Week in Review: Digital advertising under fire from all sides ...  FierceVideo

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Study: U.S. cannabis advertising policies suffer from a lack of ...  University at Buffalo

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Svenska Spel Breached Sweden’s Advertising Standards  GamblingNews.com

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Here's what Twitter lost in advertising revenue in final months of 2022  Reuters

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THE FIFTH Agency Expands Los Angeles Team with Key Hire to ...  Business Wire

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Gambling advertising restrictions could reduce harm  Newswise

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Visit Alexandria Launches Rebrand and New Destination ...  The Zebra

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South Africa adds new cryptocurrency standards to advertising code  Cointelegraph

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4 effective programmatic advertising strategies to protect brand ...  iTMunch

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Cinedigm Taps TripleLift as In-Show Advertising Partner  PR Newswire

Gartner Expectations for Super Bowl Advertising in 2023 - Gartner
Gartner Expectations for Super Bowl Advertising in 2023  Gartner

French advertising firm Publicis names WPP's Ikiler as EMEA COO - Reuters
French advertising firm Publicis names WPP's Ikiler as EMEA COO  Reuters

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For recovering problem gamblers, a sports betting advertising blitz turns Eagles’ season into a minefield  The Philadelphia Inquirer

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Dispatch from CES: 4 factors shaping TV advertising in 2023  AdAge.com

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Clarivoy Fixes Massive Hole in Automotive Advertising with Release ...  MarTech Series

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Ad spending on TikTok defies advertising slowdown  Digiday

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Snap’s Stock Investors Risk More Pain on Advertising Woes  Yahoo Finance

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4 marketing and advertising predictions for 2023  Insider Intelligence

Twitter to Relax Ban on Political Ads - The New York Times
Twitter to Relax Ban on Political Ads  The New York Times

A Guide to the Different Types of Advertising on Spotify - Spotify
A Guide to the Different Types of Advertising on Spotify  Spotify

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Daraz Launches Daraz Advertising Solution (DAS)  ProPakistani

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How Amazon Ads Is Reshaping Contextual Advertising  AdExchanger

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Top 10 Advertising And Marketing Issues For 2023 - Advertising ...  Mondaq

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Advertising Uncertainty Is Weighing Heavily on the Communication ...  Morningstar

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How Amazon will transform the advertising industry in 2023 and ...  Insider Intelligence

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Bidstack launches dedicated sports division for metaverse ...  SportsPro Media

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Nexstar Announces Newly-Created Advertising Sales Structure and ...  Nexstar

Demi Lovato poster banned by advertising regulator for being offensive to Christians - CNN
Demi Lovato poster banned by advertising regulator for being offensive to Christians  CNN

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Five tips to inform banks' paid advertising budget | ABA Banking ...  ABA Banking Journal

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The overhaul of TV advertising’s upfront model is underway  Digiday

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