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:RadioAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com 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:subscribe-956603364@ezinedirector.net

---

Classified Ads That Get Results

Classified ads do not have the big market appeal that... Read More

Placemat Ad Advertising

Starting a placemat ad business can create more business for... Read More

Online vs. Offline Advertising

Let's face it. Email marketing and publishing have became very... Read More

Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

The success of a business plan stands or falls on... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More

Business Ideas: 5 Uncommon Ways To Generate More Online Business

Sometimes, it is not an obvious business idea that will... Read More

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain... Read More

Nine Power Words To Punch Up Your Ads

As every professional politician and public relations man knows words... Read More

Effective Promotions Through Local Classified Sites

Today's online marketplace is extremely competitive. People want to market... Read More

Trade Writing - For Cash!

Often considered as "plain Jane's" of the print world, trade... Read More

Improve Your Promotional Flyers And Improve Sales

Admittedly, I have not seen your advertising flyer. Then again,... Read More

Increase Business By Being Nice

I have been reading articles on increasing sales using search... Read More

Free Publicity With Dogs, Cats, and Rats

Here's a fascinating idea.. Having noticed that there always seemed... Read More

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

The Secrets of High Money Classified Ads

When used effectively, classified ads can be one of the... Read More

Which is Better Digital or Offset Printing?

As technology continues to improve, the quality of digital prints... Read More

Diamonds Are For Evil

The task of executing successful advertising campaigns for products made... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

Avoid The Big Advertising Mistakes

Is your advertising copy getting the results you want? If... Read More

Is Advertising Art?

Oh Grand and Glorious Southern Guru, I am perplexed. What... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

Change, or Reinforce?

Do you know about the distinction - and it's a... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

Top Jingle Companies: What to Look For, What to Expect

The internet offers you the opportunity to seek out jingle... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

The Skinny on Billboards

Several years back the billboard people put a big picture... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More