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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:[email protected]

©2005 BIG Mike McDaniel All Rights Reserved [email protected] 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:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. November / 06 / 2024

Microsoft expands Copilot AI-powered advertising capabilities - Search Engine Land
Microsoft expands Copilot AI-powered advertising capabilities  Search Engine Land

The evolving "Wild West" of political advertising - CBS News
The evolving "Wild West" of political advertising  CBS News

Election night is Calm’s ‘Super Bowl,’ so it’s buying 30 seconds of silence on CNN and ABC - Fast Company
Election night is Calm’s ‘Super Bowl,’ so it’s buying 30 seconds of silence on CNN and ABC  Fast Company

Fox Corp tops revenue targets on political ad boom ahead of US election - Reuters
Fox Corp tops revenue targets on political ad boom ahead of US election  Reuters

Sky faces bill for hundreds of millions after advertising blunder - The Guardian
Sky faces bill for hundreds of millions after advertising blunder  The Guardian

Political Advertising Surge Drives Fox Corp. Earnings - Hollywood Reporter
Political Advertising Surge Drives Fox Corp. Earnings  Hollywood Reporter

All of the winners from The Drum Awards for Advertising 2024 - The Drum
All of the winners from The Drum Awards for Advertising 2024  The Drum

Better Advertising Stock: The Trade Desk vs. Alphabet - The Motley Fool
Better Advertising Stock: The Trade Desk vs. Alphabet  The Motley Fool

Rogers promoted to regional advertising director - The Globe
Rogers promoted to regional advertising director  The Globe

Amazon: Amazing Buy Opportunity - Promising ECommerce/ Subscription/ AWS/ Advertising Monetizations - Seeking Alpha
Amazon: Amazing Buy Opportunity - Promising ECommerce/ Subscription/ AWS/ Advertising Monetizations  Seeking Alpha

YouTube is eating the TV industry’s lunch - Fast Company
YouTube is eating the TV industry’s lunch  Fast Company

Sky facing hefty bill after advertising miscalculation - Broadband TV News
Sky facing hefty bill after advertising miscalculation  Broadband TV News

Advertisers grow spending in Amazon DSP as adoption increases - Digiday
Advertisers grow spending in Amazon DSP as adoption increases  Digiday

Advertising Law Alert -- Falsely Claiming A Product Feature Is "Patented" May Spark A False Advertising Claim - Mondaq News Alerts
Advertising Law Alert -- Falsely Claiming A Product Feature Is "Patented" May Spark A False Advertising Claim  Mondaq News Alerts

South Korea Fines Meta $15.67M for Illegally Sharing Sensitive User Data with Advertisers - The Hacker News
South Korea Fines Meta $15.67M for Illegally Sharing Sensitive User Data with Advertisers  The Hacker News

ADVERTISING: Advertorial — The Art of Holiday Gifting: Where wine meets design - Coeur d'Alene Press
ADVERTISING: Advertorial — The Art of Holiday Gifting: Where wine meets design  Coeur d'Alene Press

Vici Unveils Digital Out-Of-Home Advertising Product To Their MarTech - Martechcube
Vici Unveils Digital Out-Of-Home Advertising Product To Their MarTech  Martechcube

IAB Europe’s 10th Annual Attitudes to Programmatic Advertising Report Unveils Latest Market Insights & Trends - ExchangeWire
IAB Europe’s 10th Annual Attitudes to Programmatic Advertising Report Unveils Latest Market Insights & Trends  ExchangeWire

Fox Sports has announced that it has sold out all advertising slots for Super Bowl LIX - AS USA
Fox Sports has announced that it has sold out all advertising slots for Super Bowl LIX  AS USA

Advertising fails to deliver the usual sales pop for Portillo's - Restaurant Business Online
Advertising fails to deliver the usual sales pop for Portillo's  Restaurant Business Online

Why ZipRecruiter embraced advertising during a presidential election - Marketing Brew
Why ZipRecruiter embraced advertising during a presidential election  Marketing Brew

Ace Studios named Advertising Agency of the Year - Northern Nevada Business Weekly
Ace Studios named Advertising Agency of the Year  Northern Nevada Business Weekly

Deceptive Advertising on the Ballot - Cato Institute
Deceptive Advertising on the Ballot  Cato Institute

Sonnant’s Programmatic Entry Vows To Make Audio Advertising More Precise And Cost Effective. - Insideradio.com
Sonnant’s Programmatic Entry Vows To Make Audio Advertising More Precise And Cost Effective.  Insideradio.com

‘EA Sports FC 25’ Adds Actual Advertisements And… Cancer? - VICE
‘EA Sports FC 25’ Adds Actual Advertisements And… Cancer?  VICE

Web Marketing Association's 23rd IAC Awards to Name Best Online Advertising Campaigns - PR.com
Web Marketing Association's 23rd IAC Awards to Name Best Online Advertising Campaigns  PR.com

Fox sells out Super Bowl LIX advertising inventory three months early - SportsPro Media
Fox sells out Super Bowl LIX advertising inventory three months early  SportsPro Media

Meta to extend block on new election ads past voting day - Axios
Meta to extend block on new election ads past voting day  Axios

Yes, There Is A Wrong Way To Advertise On TV - Forbes
Yes, There Is A Wrong Way To Advertise On TV  Forbes

Republicans outspend Dems in Arkansas advertising - Axios
Republicans outspend Dems in Arkansas advertising  Axios

Haleon selects Vistar Media as preferred global partner for programmatic OOH advertising - MARKETECH APAC
Haleon selects Vistar Media as preferred global partner for programmatic OOH advertising  MARKETECH APAC

No One Wants to Admit What Will Really Decide This Election. Unfortunately, I Saw It for Myself. - Slate
No One Wants to Admit What Will Really Decide This Election. Unfortunately, I Saw It for Myself.  Slate

In-Game Advertising Market Getting Back To Stellar Growth Ahead: AdInMo, BidStack, Frameplay - EIN News
In-Game Advertising Market Getting Back To Stellar Growth Ahead: AdInMo, BidStack, Frameplay  EIN News

Our new advertising campaign dedicated to Retirement Savings Management - Amundi
Our new advertising campaign dedicated to Retirement Savings Management  Amundi

LA County sues Pepsi and Coke over plastic pollution and false advertising - Grist
LA County sues Pepsi and Coke over plastic pollution and false advertising  Grist

Saylor Advertising.Inc's (TSE:2156) Returns On Capital Tell Us There Is Reason To Feel Uneasy - Simply Wall St
Saylor Advertising.Inc's (TSE:2156) Returns On Capital Tell Us There Is Reason To Feel Uneasy  Simply Wall St

Resident furious after witnessing awful advertising scheme in neighborhood: 'So dangerous for everyone on the road' - The Cool Down
Resident furious after witnessing awful advertising scheme in neighborhood: 'So dangerous for everyone on the road'  The Cool Down

The cost of TV advertising is falling, but football ad prices surge - eMarketer
The cost of TV advertising is falling, but football ad prices surge  eMarketer

Amazon's advertising business grew 19% in the third quarter - CNBC
Amazon's advertising business grew 19% in the third quarter  CNBC

South Korean authorities fine Meta $15.6 million for sharing user data with advertisers - The Record from Recorded Future News
South Korean authorities fine Meta $15.6 million for sharing user data with advertisers  The Record from Recorded Future News

Political Ad Spending To Top $12 Billion in 2024 - TV Technology
Political Ad Spending To Top $12 Billion in 2024  TV Technology

Advertising's inevitable decline turned out to be evitable - Sherwood News
Advertising's inevitable decline turned out to be evitable  Sherwood News

Online Advertising Market Analysis, Trends, and Business - GlobeNewswire
Online Advertising Market Analysis, Trends, and Business  GlobeNewswire

The evolving "Wild West" of political advertising - CBS News
The evolving "Wild West" of political advertising  CBS News

Pomilio Blumm to oversee advertising and product promotion for De Cecco Group - GlobeNewswire
Pomilio Blumm to oversee advertising and product promotion for De Cecco Group  GlobeNewswire

Advertising Software Stocks Q2 Results: Benchmarking DoubleVerify (NYSE:DV) - Yahoo Finance
Advertising Software Stocks Q2 Results: Benchmarking DoubleVerify (NYSE:DV)  Yahoo Finance

Kit Kat’s Winning Formula: Attention, Emotion, and Advertising Success - Leger
Kit Kat’s Winning Formula: Attention, Emotion, and Advertising Success  Leger

3 Trends Shaping the Future of Programmatic Advertising - ReadWrite
3 Trends Shaping the Future of Programmatic Advertising  ReadWrite

Wunderman Thompson Books $1.9B Marine Corps Contract for Recruitment Advertising Support - GovCon Wire
Wunderman Thompson Books $1.9B Marine Corps Contract for Recruitment Advertising Support  GovCon Wire

Dialog newspaper and website offer quality, affordable local advertising; get a print and digital package for as low as $100 - The Dialog
Dialog newspaper and website offer quality, affordable local advertising; get a print and digital package for as low as $100  The Dialog

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Forget $2 million Super Mario Bros carts - in 1994 retro game collectors were trading price guides advertising the "Holy Grail of the game industry" at a whopping $100  Gamesradar

Nearly $1 billion spent on political ads over the last week - NBC News
Nearly $1 billion spent on political ads over the last week  NBC News

CIMM City 2024. The State Of TV Advertising - TVRev
CIMM City 2024. The State Of TV Advertising  TVRev

Presidential candidates target different demographics through different advertising methods - Columbia Chronicle
Presidential candidates target different demographics through different advertising methods  Columbia Chronicle

UK advertising watchdog slams CurrencyWave for misleading ad - FX News Group
UK advertising watchdog slams CurrencyWave for misleading ad  FX News Group

National Advertising Division Finds Certain Safety Claims - GlobeNewswire
National Advertising Division Finds Certain Safety Claims  GlobeNewswire

Meta found to have exposed info on North Korean defectors to advertisers - TechCrunch
Meta found to have exposed info on North Korean defectors to advertisers  TechCrunch

The cryptocurrency industry raised over $245 million in this cycle, with advertising avoiding discussions about cryptocurrencies - ChainCatcher
The cryptocurrency industry raised over $245 million in this cycle, with advertising avoiding discussions about cryptocurrencies  ChainCatcher

Top takeaways from Advertising Week 2024 marketers need to know - Marketing Dive
Top takeaways from Advertising Week 2024 marketers need to know  Marketing Dive

US election showers Fox with advertising dollars - AdNews
US election showers Fox with advertising dollars  AdNews

Vistar partners with Haleon in DOOH advertising - Digital Signage Today
Vistar partners with Haleon in DOOH advertising  Digital Signage Today

Hats, Tats and Tees: How Americans Are Advertising Their Political Support - Newsweek
Hats, Tats and Tees: How Americans Are Advertising Their Political Support  Newsweek

SoundCloud Selects PubMatic to Enhance Access to Programmatic Advertising on a Global Scale - StockTitan
SoundCloud Selects PubMatic to Enhance Access to Programmatic Advertising on a Global Scale  StockTitan

Feds, Google continue sparring match over tech monopoly suit - Courthouse News Service
Feds, Google continue sparring match over tech monopoly suit  Courthouse News Service

Federal agency investigating how Meta uses consumer financial data for advertising - The Record from Recorded Future News
Federal agency investigating how Meta uses consumer financial data for advertising  The Record from Recorded Future News

Meta discloses potential CFPB lawsuit following probe into advertising, disclosure practices - Compliance Week
Meta discloses potential CFPB lawsuit following probe into advertising, disclosure practices  Compliance Week

Advertising Crisis Management: Roadmap to braving a backlash - ETBrandEquity
Advertising Crisis Management: Roadmap to braving a backlash  ETBrandEquity

Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims - Digiday
Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims  Digiday

CENTER TOWNSHIP APPROVES ADVERTISING SOLAR ORDINANCE - wccsradio.com
CENTER TOWNSHIP APPROVES ADVERTISING SOLAR ORDINANCE  wccsradio.com

End of Word-of-Mouth Advertising? GoDaddy Data Shows Gen Z Trusts Influencers More Than Friends - 3BL Media
End of Word-of-Mouth Advertising? GoDaddy Data Shows Gen Z Trusts Influencers More Than Friends  3BL Media

Amazon Lays Out Its Next $50 Billion Opportunity In Advertising - AdExchanger
Amazon Lays Out Its Next $50 Billion Opportunity In Advertising  AdExchanger

Will political ads end after Election Day? What to know about how long they can run - Fort Worth Star-Telegram
Will political ads end after Election Day? What to know about how long they can run  Fort Worth Star-Telegram

Demandbase Releases 2024 State of B2B Advertising Report: AI, ABM, and Personalization Lead Industry Evolution - PR Newswire
Demandbase Releases 2024 State of B2B Advertising Report: AI, ABM, and Personalization Lead Industry Evolution  PR Newswire

Meta’s generative AI tools find purchase with users and advertisers - Marketing Dive
Meta’s generative AI tools find purchase with users and advertisers  Marketing Dive

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Why Roblox’s Clip It is using its billion-view moment to launch an ad product - Digiday
Why Roblox’s Clip It is using its billion-view moment to launch an ad product  Digiday

$6.625M LinkedIn advertising class action settlement - Top Class Actions
$6.625M LinkedIn advertising class action settlement  Top Class Actions

Political Advertising Powers Fox Corporation Gains - World Screen
Political Advertising Powers Fox Corporation Gains  World Screen

Omneky Launches AI-Powered Advertising Agents - Martechcube
Omneky Launches AI-Powered Advertising Agents  Martechcube

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Advertising companies should address climate conflicts of interest, says study  Sustainable Views

Political Advertising Helps Drive 11% Revenue Hike For Fox 11/05/2024 - MediaPost Communications
Political Advertising Helps Drive 11% Revenue Hike For Fox 11/05/2024  MediaPost Communications

Best Affiliate Programme Optimisation - Rakuten Advertising for COS - Hello Partner
Best Affiliate Programme Optimisation - Rakuten Advertising for COS  Hello Partner

Visit Britain advertising campaign deploys ‘hologram’ wall - AV Magazine
Visit Britain advertising campaign deploys ‘hologram’ wall  AV Magazine

Fox Corp beats revenue estimates on robust political advertising - ETBrandEquity
Fox Corp beats revenue estimates on robust political advertising  ETBrandEquity

ATI Launches Training Course on Google Advertising For Auto Shops - Ratchet+Wrench
ATI Launches Training Course on Google Advertising For Auto Shops  Ratchet+Wrench

Nicolle Pangis Joins Netflix as VP Advertising - Variety
Nicolle Pangis Joins Netflix as VP Advertising  Variety

Part 3: AI in Advertising - From the threat of AI to Nobel Prizes for AI - Bizcommunity.com
Part 3: AI in Advertising - From the threat of AI to Nobel Prizes for AI  Bizcommunity.com

Athar Festival and UK Advertising Exports Group partnership to amplify local and global resonance and reach of creative talent - ZAWYA
Athar Festival and UK Advertising Exports Group partnership to amplify local and global resonance and reach of creative talent  ZAWYA

Partners For Paws President Asks to Rescind Policy on Advertising PitBulls at Dog Shelter in Pickaway County - Scioto Post
Partners For Paws President Asks to Rescind Policy on Advertising PitBulls at Dog Shelter in Pickaway County  Scioto Post

Advertisers That Rely On Social and YouTube Are Whiffing on Reaching Customers - Adweek
Advertisers That Rely On Social and YouTube Are Whiffing on Reaching Customers  Adweek

Your 2 Cents: Voting signatures and advertising | Video | 2news.com - KTVN
Your 2 Cents: Voting signatures and advertising | Video | 2news.com  KTVN

City officials stir controversy after passing unprecedented law against industry: 'They should move to ban … opinion pieces' - The Cool Down
City officials stir controversy after passing unprecedented law against industry: 'They should move to ban … opinion pieces'  The Cool Down

Meta Reports Record Revenue, Slower Digital Advertising Growth - The Wall Street Journal
Meta Reports Record Revenue, Slower Digital Advertising Growth  The Wall Street Journal

What are your views on political advertising this election season? - Wyoming Public Media
What are your views on political advertising this election season?  Wyoming Public Media

What primetime TV ads cost in the 2024-25 season - Ad Age
What primetime TV ads cost in the 2024-25 season  Ad Age

Lynn University students shine in advertising competition - Lynn University
Lynn University students shine in advertising competition  Lynn University

Netflix Names Nicolle Pangis as New VP of Advertising - Adweek
Netflix Names Nicolle Pangis as New VP of Advertising  Adweek

Lawyers increase talc ad spending after J&J's $9 billion settlement offer - ETBrandEquity
Lawyers increase talc ad spending after J&J's $9 billion settlement offer  ETBrandEquity

U.S. Senator Elizabeth Warren, Congressman Adam Schiff, and Colleagues Call for Probe of Albertsons and Other Giant Grocery Chains for False Advertising - Sierra Sun Times
U.S. Senator Elizabeth Warren, Congressman Adam Schiff, and Colleagues Call for Probe of Albertsons and Other Giant Grocery Chains for False Advertising  Sierra Sun Times

How Pinterest got advertisers to spend more budget on the platform - The Drum
How Pinterest got advertisers to spend more budget on the platform  The Drum

Listen up: why advertisers need to switch on to personalized audio ads - The Drum
Listen up: why advertisers need to switch on to personalized audio ads  The Drum

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