A successful print advertising campaign is nothing without the right placement, format, and content. Yet despite how many benefits there are to print advertising, many businesses still leave this platform on the shelf. The idea that newspaper ads are dead is a myth, and to prove it, here are some reasons why print still matters to your business.
Credibility
When it comes to advertising, you need to be as credible and trustworthy as possible. If your audience thinks you’re just trying to make money off them, they won’t be interested to move to action. Consumers consider newspapers and magazines more credible than any other platform, which is why you should consider adding newspaper advertising to your strategy.
Highly Educated and Affluent Audience
Studies have shown that newspaper readers have a higher income than non-readers. This means they will have more money to spend on eating at restaurants, traveling, recreational sports, entertainment, and more. Choosing print advertisements to promote your services or products means you will be attracting educated and wealthy consumers.
Unique Targeting Opportunities
One of the challenges with newspaper advertisements is that if it isn’t placed correctly your audience might not see it. Even local newspapers can be large, so it is easy for readers to skim over your ad and look for the information they want to find.
Newspapers are organized in sections that allow readers to flip to the section they are looking for to find the specific information they want. Some of these categories include news, business, sports, travel, lifestyle, and entertainment.
The key to ensuring your readers see your ad is placing it in the right section, near the news that your prospective customers would be seeking. For example, if you are selling products for new parents, place your ad in the lifestyle section. Or, if you want to advertise your indoor mini golf venue, post your ad in the entertainment and sports section.
Very few people read the entire newspaper, so placing your ad in the most appropriate section will grab your reader’s attention and increase the chances of responding. Take advantage of these targeted opportunities, so that your ad can be more effective.
Make Your Ad Look Like a News Story
Another tip to placing effective newspaper ads is to disguise them as news stories. Don’t use line art, embellished typeface, and cute graphics to stand out as an ad. Instead, place your ad so it looks like a native news story.
Instead of flashy fonts and borders, choose a catchy headline that announces the biggest benefit of your offer to your readers. Use a box and format that makes your ad look like a newspaper article.
Consumers Look to Newspapers to Help with Purchasing Decisions
Newspaper ads are a great way to help consumers make purchasing decisions. Research shows that newspaper ads engage consumers and drive them to take action. You can get your products and services in front of your target audience and present them with options to consider that could persuade them to make a purchase.
Frequency Matters
The frequency at which newspapers are distributed is another reason why print media still matters. According to research, the public’s first exposure to an ad has more impact than their later exposures. Advertisements in newspapers need to be seen at the right frequency. Too little exposure and the ad will fail; too much and readers will be annoyed or uninterested.
A Stronger Emotional Response
It’s quite amazing how much of an emotional impact that newspaper ads can have on consumers. Whether they experience enthusiasm after finding a coupon or discount at a local store or read a funny ad that creates a positive connection between them and your business, you can trigger nostalgia or memory, convince your customers that your product will make their life easier, or give them a confidence boost.
Unlike digital ads, newspaper ads have additional sensory aspects that can make the customer connect with the message. From gripping the pages to feeling the texture on their fingertips, customers enjoy reading books, newspapers, and magazines because of the connection they have with the medium.
Track Your Efforts
This step can easily be forgotten, but it is extremely important to track offline marketing efforts as you would your online efforts. By including your dedicated toll-free number or a link to your landing page you can measure the success of your newspaper ad. You’ll gain important information such as if your headline is working and if the newspaper ad is reaching your target demographic. Tracking your efforts is the only way to know for sure.
How North American Media Can Help with Your Newspaper Ad Campaign
If you are looking for a way to reach your customers using newspaper ads, working with a marketing agency can help you get started. With North American Media’s guidance and expertise, we can ensure that your newspaper ad has all the right elements to be seen by your target audience and to get you responses. Whether you post your ad in newspapers, magazines, or via direct mail, we can help you grab your readers’ attention and turn prospects into loyal customers.
Our services include print media advertising in newspapers & magazines, direct mail marketing, digital marketing, alternative media/inserts, radio & TV advertising, list brokerage, data solutions, list fulfillment, and list management, and we can create customized package to suit your goals. We can help you reach your target audience, retain customers, and improve your customer reputation. We understand the relationship between marketer and consumer and serve a variety of industries. For more information about how we can help grow your business, contact us at (475) 256-0303.
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