Even though the era of newspaper advertising ruling over all the other kinds of media is over. Hence 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 people, including millionaires, prefer them over Googling. Since that’s what leaves plenty of business opportunities for the companies to make use of newspaper advertising. Therefore gathering a powerful customer base around them. Types of newspaper advertising are many and greatly involve readers who are actively looking to search for deals and coupons.
Putting up an ad about your business in a newspaper is quite an effective way both for small and large businesses. Actually 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. So why don’t you have an upper hand over your competitors when you have a chance to do so? However, 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 are the perfect choice for small business owners and individuals since there is the 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. However, display classifieds are meant to include a little picture or two and might be colored. Since they are smaller than the rest of the ad types consisting of just three to four lines. Moreover, running for a specific period of time, that’s what makes it better than the rest.
A bit more 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 particular background color. Basically, with the help of this, 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 and with a solid color. Their ability to get access to any part of a newspaper is what makes it separate from the 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 are not printed in 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. Later on, it is inserted along to give a shape of a formal newspaper advertising type. Packed with power and filled with the rage of not being chosen as a normal part of a newspaper. Thus they can prove themselves to be of an extreme advantage down the road.
A totally irresistible type of newspaper advertising, display ads are the most prominent looking than any of the other types. Availability of a variety of sizes to choose from like a quarter, half, or even a full page length. Hence makes it quite an interesting thing for large business owners. As a combo of action driving test and a few colored images both small and large sizes. However, they are the best way of catching attention and educating them about a new type of product in the market. Seems awesome! however, 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 newspapers are the most trustable means of communication. However, that reputation of the trust transfers from newspaper to newspaper and customer to customer. Since it all depends 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 its workers, gathering materials for news, and checking and rechecking the authority of the news. Moreover printing all that on hundreds of copies. However, if it does not sell its space for advertisements. On the other hand, they know that advertisement is an important part of the 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 as if people are taking your ads from one place to another instead of news. So that’s what gives your brand 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. With the help of newspapers, you can narrow up your audience to the desired demographics or a group of people with a particular mindset. Actually, who is forced to purchase your product by an action-driving call-to-action headline?
The decline of Readership Levels
Thanks to the advent of the internet, print media are now replicating themselves in the online world, too. However, it’s not just the media but also the media followers with more than half of the Americans being online. Moreover, with an ever-increasing number, the readership level of print media is facing a quick and sorrowful decline. Even though the print media can never be fully replaced but still, maximizes the benefits of advertisements. Therefore the businesses will have to pay for both, offline and online, versions of ads.
Out of all other advertising 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. However, in return gets just 0.5% of Return On Investment. That’s what makes constant monitoring of advertisement strategy and its outcome of it extremely necessary.
Short Shelf life
Newspapers’ shelf life is quite limited in medium to large cities where life is too busy for a reader to stop by a newspaper stand and read every news on it. So the chances of going through an ad decrease even further. Hence daily printed newspapers are affected adversely. Since because of it and that’s what limits the advertiser’s belief that a customer will go through his company’s ad or not.
Hello everyone! This is Richard Daniels, a full-time passionate researcher & blogger. He holds a Ph.D. degree in Economics. He loves to write about economics, e-commerce, and business-related topics for students to assist them in their studies. That's the sole purpose of Business Study Notes.
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