Even though the era of newspapers advertising ruling over all the other kinds of media is over, but that doesn’t mean, they have retired from their job of informing people about what’s happening around the globe. It’s because of their simplicity and authenticity that most of the people, including millionaires prefer them over Googling and that’s what leaves a plenty of business opportunities for the companies to make use of newspaper advertising and gathering a powerful customer base around them.
Putting up an ad about your business in a newspaper is quite an effective way both for small and large businesses in gaining exposure in the target market, for generating product sales and ensuring a recurring business. Although, all those benefits can be achieved using television and radio, but why don’t go an upper hand than your competitors when you have a chance to do so. But for that, you still need to know everything about it like the limitations, pros, and cons. So, let’s get started!
Types of Newspaper Advertising
Newspaper ads differ both in terms of size and the type of content that they can hold. Both of these along with the type chosen determines the exact cost price of an ad. Moreover, it is also true that the prices vary from advertiser to advertiser.
- Classified ads
Classified ads are the perfect choice for small business owners and individuals since there is most cost-efficient type of newspaper advertisements. These can either be text based or display classifieds. The former one, as the name suggests, consists wholly of text and nothing else but display classifieds are meant to include a little picture or two and might be colored. Since they are smaller than the rest of ad types consisting of just three to four lines and run for a specific period of time, that’s what makes it better than the rest.
- Spotlight ads
A bit expensive than the former one, but can work great if you are planning to give your ad a little more attraction and engagement. Spotlight ads are highlighted with the help of a particular background color, with the help of which they can have a look that stands them apart from classified ads.
- Business Card ads
As their name suggests, these ads look like business cards with a thicker border with solid color. Their ability to get access to any part of a newspaper is what makes it separate from rest of the two mentioned above. They are best suited to businesses and are considered to be one of the best newspaper advertising types.
- Circular ads
Circular ads are not printed on the newspaper usually. A third-party takes care of everything ranging from giving your advertisement an impressive look to printing it. After that, it takes the form of a separate sheet of paper consisting of the details about the business and later on, is inserted along to give a shape of formal newspaper advertising type. Packed with power and filled with the rage of not being chosen as a normal part of a newspaper, they can prove themselves to be of an extreme advantage down the way.
- Display ads
A totally irresistible type of newspaper advertising, display ads are the most prominent looking than any of the other type. Availability of a variety of sizes to choose from like quarter, half or even a full page length, makes it quite an interesting thing for large business owners. As a combo of action driving text and a few colored images both small and large size, they are the best way of catching attention and educating them about a new type of product in the market. Seems awesome! But for that level of awesomeness, you need to pay awesome fees too!
Newspaper Advertising Pros and Cons
Even in this new age, there are millions and billions of people who think newspaper to be the most trustable means of communication. But that reputation of trust transfers from newspaper to newspaper and customer to customer, since it all depends on upon that customer’s mindset that whether he thinks the news to be authentic or not.
- Customers’ Willingness to Accept Advertisements
People understand that it is impossible for a newspaper to keep its reputation up and running, while at the same time paying to its workers, gathering materials for news, checking and rechecking the authority of the news and printing all that on hundreds of copies, if it does not sell its space for advertisements. On the other hand, they know that advertisement is an important part of business. That’s all which keeps the reader’s behavior towards advertisements positive and they are willing to accept newspaper advertising.
- Portability of Newspapers
Newspapers are sized small enough to be taken here and there, while the readers commute to their offices, homes or wherever they want. At the same time, they are lightweight. After all, they are made of paper! It works just like as if people are taking your ads from one place to another instead of news and that’s what gives your brand to achieve multiple chances to expose your brand to more and more customers.
- Access to a Targeted Audience
Newspapers are your best tool, weapon, and companion if you want to dig deeper and deeper into your target market. Since with the help of newspapers you can narrow up your audience to the desired demographics or a group of people with particular mindset who are forced to purchase your product by an action driving call to action headline.
- Decline of readership Levels
Thanks to the advent of the internet, the print media is now replicating itself in the online world, too. But it’s not just media but also the media followers with more than half of the American being online and an ever increasing number, the readership level of print media is facing a quick and sorrowful decline. Even though the print media can never by fully replaced but still, to maximize the benefits of advertisements, the businesses will have to pay for both, offline and online, version of ads.
Out of all other advertisement media, newspapers are considered to be one of the most expensive means of increasing the reach of your brand. It is quite risky to go for an ad in the newspaper for a business that pays 1500 dollars for the ad, but in return gets just 0.5% of Return On Investment. That’s what makes constant monitoring of advertisement strategy and the outcome of it extremely necessary.
- Short shelf life
Newspapers shelf life is quite limited in medium to large cities where the life is too busy for a reader to stop by a newspaper stand and read and every news on it, so the chances of going through an ad decrease even further. And daily printed newspaper are affected adversely because of it and that’s what limits the advertiser’s belief that a customer will go through his company’s ad or not.