The lightning rod. Bifocals. The Franklin stove. The odometer. Daylight Savings Time. Just a few advancements credited to Ben Franklin. Franklin was also one of the first newspaper publishers in America. The Pennsylvania Gazette often featured advertisements from local businesses. Today, newspapers are still a good source to sell your products and services, regardless of the trends.
It’s true that newspaper readership has taken a hit. However, Scarborough Research reports that 74% of U.S. adults read a newspaper—either the printed or online edition—at least once a week. As income and education level increases, so does the readership.
If your products and services match a newspaper’s demographic, that’s an audience that can’t be ignored. Many newspapers are working to reinvent themselves and, in the process, offering some unique advertising opportunities beyond the printed work such as e-mail marketing and advertising in their online versions.
Additionally, papers publish more than their daily editions. Ask about special publications that may reach targeted demographics, such as automobile enthusiast or households bringing home more than six figures.
Nationwide, Sunday is still the most popular day for readership but check with your local publisher to see what other sections get the readership you desire, such as the weekend entertainment section, sports or business pages.
If you’re considering newspaper advertising here are some useful tips:
- Strive for repetition. Having a smaller add that runs more often could work better than a larger ad that runs once.
- Stay consistent. If you’re using a design firm for your other advertising, have them design your newspaper ad. Make sure they know that newsprint quality calls for special design considerations.
- Extra! Extra! Try to make your ad newsworthy if you can. People are reading for news.
- Give them a reason to read on. Headlines catch the attention of the reader so make them count.
- Get them to act. There has to be a reason for the readers to act on your ad. Give them an offer they can’t refuse—and it doesn’t have to even be a discount or a coupon.
- Little fish in a big pond. Larger papers such as USA Today and The Wall Street Journal may not be as expensive as you think. You can place ads in a regional edition for a fraction of the cost of the national ad cost.