CONSUMER HOW-TO CHOOSE NEWSPAPER ADVERTISING
Why Newspapers?
Targeting customers in a media-fragmented marketplace is a continual challenge for many advertisers.
The abundance of advertising sources has overwhelmed and divided consumer attention. This means media planners and buyers need the right tools to help them decide on the best allocation of advertising dollars. As advertisers strive for an effective media mix, they should know there is one medium that can deliver strength to advertising and marketing strategies.
The newspaper continues to be a powerful medium for reaching shoppers in the market for a broad range of products and services. It is a portable and convenient source of advertising information -- helping consumers decide where to shop and what to buy. The newspaper delivers customers unlike any other medium each and every day, reaching an array of traditional and emerging markets with unsurpassed advertising impact.
Universal coverage, utility and power are the driving forces behind newspapers. And that is why they add value for advertisers!
* Top 10 Reasons to Advertise in Newspaper
1. Newspapers reach the majority of adults daily and on Sundays.
2. Higher-income-earning adults are more avid newspaper readers.
3. People with higher education are more likely to read newspapers.
4. People in higherresponsibility professional positions read newspapers more frequently than the average person.
5. Newspaper advertising can be targeted by section -- and reader.
6. Newspaper advertising can target specific geographic locations.
7. You can select advertising alternatives from preprint inserts to full- or partial-page ads.
8. With short deadlines, newspaper advertising can be tailored for immediacy.
9. Newspapers are portable and convenient.
10. Newspaper advertising builds business credibility and momentum.
Newspapers offer advertisers alternatives to reach customers -- new and potential -- with effective messages for long-term awareness or immediate call-to-action responses. Whether it's a preprint insert or run-of-paper (ROP) advertising adjacent to select editorial content, newspapers deliver the right message to the right people at the right time.
If we combine frequency measures for ROP and newspaper preprints, we have 90 percent of adults who use one or the other or in combination -- a powerful pairing.
Opportunities in Newspapers
ROP: Run of Press advertising means an ad placed on the pages of a newspaper. This best-known newspaper advertising option offers short deadlines and proximity of editorial that enhances visibility.
Preprints: Preprinted inserts offer advertisers the flexibility and control of creating and printing advertising that the newspaper distributes.
Commercial Printing: Newspapers offer customers who need major printing the opportunity and cost efficiency of using their presses to print catalogs, inserts and other commercial print needs.
Niche products/special sections: Newspapers offer a myriad of opportunities where a special marketplace is created to help in targeting an advertiser's best prospects. These products may be inserted into the newspaper or may be distributed in other ways needed to best attract the niche audience.
Highlights
The compelling facts below underscore the strength of newspapers:
-- The majority of adults (54 percent) read a newspaper on an average weekday.
-- More than six out of 10 adults (64 percent) read a newspaper on an average Sunday.
-- More than seven out of 10 adults (73 percent) read a daily newspaper in the past five days.
-- More than three-quarters of adults (77 percent) read a Sunday newspaper in the past month.
-- Newspaper usage is strong among emerging markets -- teens and Hispanics.
-- Customers for many products and services are also the heaviest newspaper readers.
-- The newspaper provides advertisers with unique targeting opportunities.
-- The newspaper is the most-used advertising source for various store categories.
-- Newspaper Web sites are highly rated for being useful and informative.
SOURCE: National Newspaper Association