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The SKINNY on Newspaper Advertising

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There are 4 ways to use the newspaper for advertising.

1) Display advertising from one column wide by 2 inches high to a full two pages, display ads can be so numerous the news stories have to be cut so both can live on the page.

There is usually no protection. Good advertising "feels their pain".

2) Classified advertising The effectiveness of classified ads varies by paper and by who

The SKINNY on Newspapers

Using the paper is considered gospel by many people in business. Use it wisely and it can be a good tool.

Remember, newspapers are passive, non intrusive media. They tend to reach only buyers who are looking for the product. They are poor at reaching prospects recently the need arises.

Think prevalent it, there are few times you have been driven to go to a store to buy a product you never heard of being as how you saw an ad in the paper. You had to have an earlier impression involving the product for the newspaper ad to point you to the location to buy it.

There are 4 ways to use the newspaper for advertising.

1) Display advertising from one cavalcade wide by 2 inches high to a full two pages, display ads can be so numerous the news stories have to be cut so both can live on the page.

There is usually no protection. Competiting store ads can be next to each other (next time you see the paper look for tire store ads on the same page).

When designing your ad, remember it's all about them. Use a spasmodic headline and tell them what you will do for the. Forget any which way your picture or your "Number One in the District Award". Good advertising "feels their pain".

2) censored advertising The effectiveness of regularized ads varies by paper and by who wrote the ad and by what the ad is selling. Many standardized sections have turned into giant car dealer pages and huge homes for sale sections complete with four color pictures.

The small, private, "gotta sell my Bow-Flex" ads can be lost in a giant routinised section. Many shoppers and Nickle Savers have smaller, and cheaper, arrayed sections.

Some small pool operators find success with a series of small filed ads. Small blurps tend to puff up "top of mind awareness". A low-test way to keep your name out there.

3) Tabs and special sections Tabs, the cash cow for newspapers, are manufactured events designed to sell ads. Progress Editon. Good Friday Shopping Special. Dollar Days. You name it, there is a tab every idea.

Typically a tab is the regular paper page turned sideways (landscape) and folded in half.

Tabs get ad-on promotion dollars from existing clients and offer one time only exposure to those who don't normally use the paper (i.e. the giant corporate ads in every Progress Edition). Most papers have so many tabs, they print an advertising calendar.

Understand them for what they are, vehicles to get extra money from you. If you want to be in one, rearrange your budget, don't ad to it.

4) Inserts and stuffers Some papers weight 4 to 5 pounds each, mostly for the weight of stuffers and inserts. Usually reserved for national advertisers and big box stores. They print them and deliver them to the paper and pay a per piece fee to have them stuffed and delivered. For smaller businesses they bring to cost prohibitive. qualified to stick with display ads.

Sunday papers have the master circulation, and ad rates are more expensive. Regional and national papers can be expensive, too. Local papers and shoppers are less expensive, but nonetheless can be a major part of a small pool ad budget.

Newspaper proclamation is sold by the tactical unit inch. Different categories of ads and section placement determine the rate and rates vary throughout the paper. Rates also vary with advertisers, depending on how many skyscraper inches they have yep to buy in a one year period. The more the cheaper.

Plan your publication well in in front of and stick to your budget. Sell to needs, not ego and newspaper can be your buddy.

For more helter-skelter advertising, get my article "What Does your telephone say helter-skelter you?" MailTo:TelephoneSay@BigIdeasGroup.com

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