Why You Shouldn’t Neglect Newspaper Marketing

Written by lexie

Have you turned from newspaper marketing and advertising in recent years because you’ve heard newspaper circulation is declining? This is true, yet 99.4% of retailers still consider newspapers their primary place to advertise.

Keep in mind that you have many options when it comes to newspaper advertising, including free weekly local papers, subscription based papers, online newspapers and national newspapers such as the Wall Street Journal. Which one you choose will be based on exactly who you are trying to reach.

If you want to expand your business to the next town over, for example, you would place an ad in the free weekly newspaper in that town. If you want to reach business owners and investors, then you might reach out to the Wall Street Journal.

Reasons Newspaper Marketing Is Still Alive and Well

There are many reasons you shouldn’t neglect newspaper marketing:

  1. You will reach your local audience quickly and efficiently.
  2. As mentioned in the statistic above, other marketers still find the medium of newspaper advertising to be one of the top places to advertise.
  3. About 90% of people prefer news from a reliable source, such as a newspaper, meaning that they will also feel your ad is more reliable if it is in the newspaper.
  4. Even in a world filled with technology, some people still enjoy the feel of print media for a different experience.
  5. You can offer clippable coupons for those who don’t have smart phones or who prefer not to print coupons from a website.

Despite the fact we live in a digital world, newspaper marketing is still an effective advertising strategy.

Get the Most from Your Newspaper Marketing Plan

To get the most from your newspaper marketing budget, you’ll want to keep some key points in mind as you use this method of marketing:

#1 Conduct Intensive Research

You likely have already conducted some research on the local area you plan to target, but keep in mind that the newspaper itself should have some details on its audience. You can find out the average age, the average income and other pertinent information. This info allows you to:

  • Target your ad specifically to the intended audience.
  • Decide on the size of add that will work best to get your message out.
  • Figure out the best placement based on your target audience.

#2 Target the Ad

It’s important to make sure you write a targeted ad that speaks to a local audience.

  • Tie in the message to a local landmark or event, such as a festival or historical home.
  • Offer a coupon for 50% off to local residents.
  • Start a tell-a-friend campaign.

By targeting the ad, you have a better chance of reaching the people you are most trying to reach.

#3 Add a Call to Action (CTA)

A call to action drives the reader to do something. To write an effective call to action, keep in mind:

  • What type of action you specifically want the potential customer to take.
  • Use action words.
  • Examples include: “Call for a free quote,” “Order now for 50% off,” etc.

Basically, you tell your readers exactly what you’d like them to do after seeing your ad.

#4 Use Leaflets to Grab Attention

Courtesy of Giphy

Courtesy of Giphy

Leaflets are included when the newspaper is delivered. Most typically, you will see this on a Wednesday or in a free addition that is delivered to homes in the area once a week. They offer a multitude of benefits:

  • Leaflets allow you to create colorful advertising.
  • Ads can be more targeted. For instance, try to come up with something to really grab a homeowner’s attention, such as “Need Help with Repairs?”
  • Reach a target demographic in a very specific region.

Leaflets allow you to reach your audience in a new way. While you do run the risk of the homeowner throwing the leaflet out, most at least glance at the leaflets, giving you an excellent opportunity to get coupons and information in the right hands.

#5 Follow-Up

Courtesy of Giphy

Courtesy of Giphy

One of the best ways to utilize a newspaper marketing campaign is to follow-up via other avenues that still tie into your overall branding and message. For example, if you offer a coupon in the newspaper for 50% off, you’ll want to be sure you have a plan in place for:

  • Enough staff to handle the new customers from the coupon.
  • A way to collect info and add those customers to a mailing list — perhaps having this info on the coupon or offering a free birthday treat for the info.
  • Mentioning on your website and on the radio that the coupon will be in the paper and when.

Newspaper advertising is something you should add to your marketing repertoire. By hitting a campaign on multiple fronts, you’ll gain the most traction for your advertising dollars possible.

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About the author


Lexie is a designer, writer, and coffee lover. She writes about trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

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