The multitude of advertising vehicles available these days has caused it to be difficult for many advertisers to distribute their advertising budgets. From traditional newspaper advertising to interactive web-based advertising, the opportunities for advertisers are endless. A healthy combination of these and other advertising media is ultimately the very best approach to an effective campaign. However, lately the nay-sayers of newspaper advertising have started to garner attention. Allow me to refresh your memory on the continued great things about newspaper advertising.
Newspapers have already been gracing the doorsteps of American homes since early 1700s. That’s over 300 years of budding romance between American consumers and their beloved newspapers. Lee Clow, the Chairman & Global Director of TBWA\Worldwide explains that the, “Newspaper is really a special medium. It’s not urgent, not yesterday or tomorrow but today. Sitting with a newspaper and a cup of coffee each day will always be one of the very most intimate media experiences there is.” The title of this information is “Newspaper Advertising…Benefits Revealed” so… when will the benefits be revealed? I’m dealing with that! The newspaper has generated its reputation as a trusted source of information; this goes for not merely its articles but also for the advertisements it features as well. pool result Each individual newspaper has guidelines and restrictions that must be met by each advertiser. This is simply not always the case with the truckload of advertisers that place ads on the web. Unfortunately, you will find unscrupulous people and companies that are able to post ads on various websites without undergoing any type of screening. Consumers can continue steadily to feel secure comprehending that advertisements that make it to print have already been checked out and approved because of their benefit.
Another advantage to newspaper advertising is the portable/permanent part of a newspaper. A newspaper is very easily toted from home to work, to lunch, back to work and back to home. This allows readers to pick up the paper when it is convenient for them. In terms of the permanent feature of the newspaper… let’s look at an example. Over a cup of coffee you are perusing the pages of your local paper. You run into an ad for a new service that strikes your fancy. You place the paper aside until later if you have some leisure time and can research the product. Later that week, you pick up the ad and make a call to the organization advertising the product. The exact same product is advertised while you are surfing the web. You bookmark the website to be able to go back to the website later. However, later that week the ad is seemingly gone from the site. Can it be on a rotation? Was the ad pulled? You may never know. This example may be a bit dramatic, however it illustrates the benefit of a tangible ad that someone can revisit and review.
Perhaps the best argument in making the case for newspaper advertising is the “opt-in” feature. The planet is packed with annoying advertisements (not to state they don’t work), TV commercials, pop-up internet ads, spam emails, etc. etc. etc. Newspaper advertisements continue being an opt-in advertising method. People can decide whether or not they will read your newspaper ads. They know the ads is there, alongside the articles they read everyday, and they’ve the choice. And as as it happens many adults are making the decision to read those ads, since they see them useful. In a 2007 study done by Mediamark, 51% of the adults they interviewed said which they found newspaper advertising “somewhat/very useful.” This very day and age, people don’t wish to be bothered. Case and point? DVRs are becoming increasingly popular and allowing people to completely skip over commercials. Individuals are getting a way around commercials, anti-spam filters are finding ways to weed out spam emails, pop-up blockers are eliminating pop-up ads. The list goes on. However, newspaper ads haven’t become an irritation, they continue being a way to obtain useful information for readers of the newspaper.
Advertisers have an arduous decision in distributing their advertising budgets. There is no “right answer” for how or where to invest your money. No advertising plan will probably be right for all advertisers. Each advertiser must test different ads in numerous mediums to be able to find out what will produce results. Newspapers have been a valued approach to advertising to companies and individuals around the world. They feature benefits to advertisers that web based advertising cannot. Newspaper advertising is still employed by advertisers that continue to identify its value. When you’re divvying your advertising budget in 2010; do your research, weigh your alternatives, but don’t overlook the worth that newspapers have always offered advertisers.
