EXTRA! EXTRA! READ ALL ABOUT IT!
The good, old Newspaper is certainly the oldest -- and is still the largest --
of the major advertising mediums, and it still plays and integral role in the media
buyer's ad planning. Newspapers were an important and respected advertising medium long
before their competitors were even thought of.
There are well over 9000 Newspapers in Canada and the United States and they
collectively comprise the largest ad medium. Over two thirds of the dollars spent in
Newspaper advertising is derived from local advertisers.
While Newspapers have been replaced as the primary medium for
"national" advertising by Television -- it's local orientation has made it well
suited to retailers. Newspapers enable merchants to reach a wide cross- section of people,
by concentrating their coverage in the local market.
It's this wide coverage of local markets that is the Newspaper's greatest
strength. Since many communities have only one Newspaper, a very large number of people
can be reached with two or three ads.
A Newspaper's selectivity is limited to a great degree by its wide coverage. A
good number of merchants discover that they are paying for a lot of excess circulation
when advertising in Newspapers. The small to medium sized retailer in a larger
metropolitan area, frequently discover the distribution area of their local paper is to
broad for their needs. For example: "The record shop aiming at a teen and young adult
market may discover they are missing their primary market with Newspaper, because these
groups traditionally do not read the paper near as much the older demo groups.
Or consider that the women's swimwear shop must pay for the excess circulation of male
Newspapers have been able to circumvent this problem to a certain degree. They
have specific sections of the paper slanted to specific target/readership groups. Now more
selectivity can be achieved through your Newspaper advertising. However, this is achieved
at the sacrifice of the readers who are not normally exposed to these sections.
It's because of this that many local advertisers are continuing to re-evaluate
their Newspaper advertising. Other media are being evaluated as an alternative -- or more
sensibly -- an augmentation to their newspaper buys. This creates a good "media
mix" and delivers more new customers to their place of business. By evaluating the
strengths of the other mediums in conjunction with the strengths of the Newspaper, your
media dollars are use more effectively and efficiently.
Most markets - regardless of size - have some kind of local newspaper coverage.
They range from Dailies and Weeklies, Sunday or Weekend Newspapers, to Shoppers and
Special Interest publications. In fact most Newspapers today offer advertising
supplements. These inserts can range in size from 4 pages to 20 pages in size.
While Newspapers lack the intrusiveness of radio and television, Newspapers are
still an effective advertising medium. They do an excellent job of reaching established
customers, and therefore, are an excellent base for retail advertising. Your business's
success depends on its ability to bring in "New Customers". Therefore,
Newspapers should not be considered as your only source for advertising in this modern,
competitive business environment. But...Newspaper is going to be a part of your
advertising media plans!
-- Newspaper Spots On The Web
The Toronto Star
- Canada's Biggest Newspaper!
Gannet - A
Good American Newspaper Chain.
The Globe & Mail - An
Excellent National Paper!
OR... WHY USE PRINT!
- Immediate and wide coverage of your markets central area.
- Presents message in news environment that is timely and leisurely.
- Flexibility in terms of timing and ad size.
- You can advertise a variety of items to illustrate a good selection of merchandise.
- Ads can be read and clipped out be customer, to use when shopping.
- Consumer directory for service businesses like restaurants, theaters and hotels.
- In-business preparation of advertisement's capabilities.
- Generally reaches your current customer base with good frequency.
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