It has been the longest-running form of advertising available for businesses to market their products and services.
There are a lot of variables that go into a newspaper ad, depending on your goals. But, mostly, newspaper advertising is running an ad for your business in a publication.
Advantages of Newspaper Advertising
1. Better Reach
We’re all familiar with the short attention span most of us have.
On the internet, that’s a mere 8 seconds.
But fortunately, for printed media like newspapers and magazines, readers are much more inclined to pay attention for more extended periods of time.
Newspaper readers consume news in this medium because they either do so leisurely (and are therefore not rushed like their digital counterparts), or they value the news and content.
2. More Focused Targeting
Depending on the types of publications you are working with, many newspapers offer ways in which businesses can target particular audience demographics through zip or postal codes.
You can get even more focused by using a niche publication to target a specific demographic or ethnic group.
Or, as is true of The Chronicle, there is a list of special advertising opportunities that run throughout the year, which appeal to a specific interest that a group of people.
Newspaper advertising costs vary and can get expensive if you don’t do it right. Still, when done well, newspaper advertising typically costs less per thousand readers than many other forms of marketing.
There are many kinds of newspaper ads you can choose from – classified, inserts, box, etc.
Inserts offer more variety from – catalogs, cards, single sheets, and more.
Each of these can be further customized to come in large or small formats with specific extras not offered through other publication means. You can choose the exact size, location, and design for your ad.
5. Better Engagement
In a similar vein as better reach, a majority of newspaper readers are much more engaged with newspapers because they value the news more so than they do when scrolling through social media or casually watching television.
6. Early Adopters
This may come as a surprise, but a lot of newspaper readers are actually early adopters of new products and brands. And for a new business, appealing to early adopters is critical to building momentum.
7. Inspires Action
A lot of people take action after seeing a newspaper ad, especially an insert – 30% of users in one study went online or to the store to get more information.
8. Bridges The Gap Between Online And Offline
Even though it’s print, newspaper ads are highly effective in this digital age – 34% of consumers trust print advertisements more than search engine ads.
9. Serves As Another Touchpoint Which Offers Trust
As the adage goes, it takes seven times for a prospect to “hear” a brand message before taking action. Newspaper ads serve as another opportunity to deliver your message.
Not only can you build your reputation, but you can begin building trust – according to some research, printed news magazines are the most credible sources when it comes to news.