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What the Newspaper Ad Person Won't Tell You


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.

Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily.

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?"

You should understand the newspaper's weaknesses and learn to avoid them whenever possible. The Skinny for and against newspapers.

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.

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.

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.

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 siupportiung radio to drive them to it.

What the newspaper ad person won't tell you: 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?

Over half of every paper is ads. Almost as bad as TV. More than two-thirds of the Sunday brick is ads.

Newspaper rates are climbing faster than the space shuttle. 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.

Newsstand and subscriptions prices are rising, too. 75 cents an issue is rapidly losing to 4 quarters.

Most papers offer no competitive protection. Your ad can be placed side-by-side with the competition. Get the salesperson to guarantee you separation.

Daily newspaper numbers are dwindling. There are only a few more than 1000 daily papers. Smaller communities must rely on weeklies or papers from another area with a "local" section.

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 so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper.

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 Mon. March / 20 / 2023

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Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

Notorious Russian Mercenaries Wagner Are Advertising on Pornhub - VICE
Notorious Russian Mercenaries Wagner Are Advertising on Pornhub  VICE

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Outcry as Finland election campaign hit by 'racist' advertising  Euronews

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How Netflix could up the ante for advertisers as it explores solutions to its ad tech conundrum  Digiday

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Toledo considers removal of bus-stop benches with ads  Toledo Blade

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Sticker Advertising End of 50th Anniversary Pressed Penny Designs Added to Machines at Magic Kingdom  WDW News Today

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Made in the UK advertising campaign 'trying to hide Brexit mayhem'  The National

Lee Do Hyun's past advertisement garners attention following the actor's popularity from 'The Glory' - allkpop
Lee Do Hyun's past advertisement garners attention following the actor's popularity from 'The Glory'  allkpop

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Pornographic movie plays on advertisement screens at Patna Railway Station, leaves passengers embarrassed  OpIndia

Comcast Accused of Making Claims That Mislead Consumers - TheStreet
Comcast Accused of Making Claims That Mislead Consumers  TheStreet

How AI chat search could disrupt online advertising - Marketplace
How AI chat search could disrupt online advertising  Marketplace

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Netflix May Change Its Advertising Approach | The Street Market ...  wenatcheeworld.com

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FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

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Ad Industry Launches Effort to Revise Standard Terms & Conditions ...  TV Technology

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Thinking in Sound: Making Advertising Music to a Hollywood Quality  Little Black Book - LBBonline

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Pitt-Bradford receives eight national educational advertising awards  The Courier-Express

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Local TV Sales Use AI To Recruit New Advertisers  TVNewsCheck

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Content Distribution Partnerships: Outshining Traditional Advertising ...  stupidDOPE.com

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Accurate Wealth Management LLC Makes New Investment in Lamar ...  MarketBeat

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Study sheds light on concerning new trend in drug advertising ...  Science Daily

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Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

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MediaRadar: Gambling Advertisers Boosted Ad Spend 40% In 2022 ...  Inside Radio

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Advertising Honcho's Widow Flips SeaGlass Jupiter Island Condo  The Real Deal

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Vivaldi Browser CEO wants to fix web advertising  Android Police

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Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

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Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

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Influencing the path to care with responsible advertising  Wolters Kluwer

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With Advertising And Content Revenue Down, BuzzFeed Turns To ...  AdExchanger

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

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Infectious Advertising appoints Ashish Naik as ECD - ET BrandEquity  ETBrandEquity

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Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

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In-game advertising: A marketer's guide  MarTech

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Build Your Business Through Facebook Advertising  Tire Review

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Walmart V. Amazon: Advertising, Inflation, And The Battle For ECommerce Brands  Forbes

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Miller Lite’s Campaign To Eradicate Sexist Beer Advertising Proves Successful  Forbes

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

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What TV Advertisers Need To Know About ACR In 2023  AdExchanger

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Demand Side Platforms (DSP) for Programmatic Advertising from ...  Digital Journal

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Man sues Buffalo Wild Wings for false advertising over ‘boneless ...  Chattanooga Times Free Press

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Japan Internet Advertising Market Size SWOT Analysis And Growth ...  Taiwan News

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UFC star Paddy Pimblett mocks Logan Paul with huge advertising campaign  The Mirror

Advertise - Nantucket Current
Advertise  Nantucket Current

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Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

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New Lawsuit Accuses Buffalo Wild Wings Of 'False And Deceptive Advertising' Related To 'Boneless' Chicken Wings  Yahoo Life

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Competition Bureau wants crackdown on 'false or misleading ...  Western Standard

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Digital Out-of-Home (DOOH) Advertising Market to See Promising Investment Opportunities till 2031  EIN News

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Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

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TikTok Tries to Allay Advertisers' Concerns as U.S. Ban Threat Looms  The Information

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Uber launches cartop advertising platform for Phoenix-area small businesses  ABC15 Arizona in Phoenix

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The Environmental Impact of Advertising  EARTH.ORG

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Black marketers in advertising—why diversity leads to increased ...  AdAge.com

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Senators Introduce Bill to Prevent Tobacco & Vaping Companies ...  halfwheel.com

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Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

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Camp Lejeune litigation dominates law firm advertising spend  Reuters

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How to build an effective hotel advertising campaign  Hospitality Net

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AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

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Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

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New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

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Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

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Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

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Creative Advertising Veterans Open Los Angeles Agency Major Major  Variety

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Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

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US judge rules against Google, keeps DOJ advertising case in Virginia  Reuters.com

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Meta's AI-driven advertising system splits marketers  Financial Times

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The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

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Microsoft Advertising Broad Match Modifier Now Use Broad Match Instead Of Phrase Match On Bing  Search Engine Roundtable

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U.S. mulling a probe of deceptive advertising on social media  Reuters

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Fake ChatGPT Chrome Extension Hijacking Facebook Accounts for ...  The Hacker News

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Marketing vs advertising to women car buyers and owners  CBT Automotive News

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DOJ Sues Google for Monopolizing Digital Advertising Markets  Mintz

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WT Students Triumph at American Advertising Awards Ceremony ...  West Texas A&M University

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4 tips to get the most out of CTV advertising  MarTech

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Digital Advertising Continues to Steal TV's Thunder  Variety

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15 Biggest Advertising Companies In The World  Yahoo Finance

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Sainsbury's creative contender NCA returns for Tu  More About Advertising

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German minister calls for ban on advertising junk food to children  The Guardian

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Online Advertising Market to Observe Strong Growth by 2029: Google, Facebook, Twitter  EIN News

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John Lewis shortlists three for trophy ad account  More About Advertising

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Exclusive: Microsoft's Bing plans AI ads in early pitch to advertisers  Reuters.com

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Study Reveals Concerns Among Advertisers Over Changes to Third ...  Digital Information World

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‘It’s fundamental’: WPP chief on how AI has revolutionised advertising  The Guardian

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P&G Is A Believer In Radio Advertising, Increasing Ad Spend By 43 ...  Inside Radio

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