Most marketing professionals today are well versed in the world of digital and print advertising. In fact, many professionals have switched their marketing efforts to the digital platform completely in hopes that they can reach a wider audience and give their brand a boost. Although many believe print advertising is harder to track and more costly than digital marketing, it remains an effective method to reach a new or local audience because you can hyper-target your mailing pieces based on the demographics of your publication. There are many myths about the disadvantages of print advertising but achieving success with the print campaign is easier than you might think. Here are some tips to increase your readers’ attention to your newspaper ads.
1. Find Out How Your Target Audience Is Reading the Newspaper
One of the first things you need to consider is how your target audience consumes information. Each demographic has its own reading habits and you need to be sure that you are using the right platform to reach your prospects. For example, 10% of the New York Times’ print subscribers are 18 to 24 years old and 71% of that demographic reads online newspaper content. Additionally, 65% of Americans ages 35 or older read a print newspaper during the week. As you can see, although newspapers are not as popular as they used to be, they should not be overlooked.
There is a high chance that your target audience is reading newspaper content in some way, even if it is through an app on their mobile device. When you decide to choose newspaper advertising, you have a few options at your disposal. You can advertise in a print format, on a newspaper website, or both. When people search for credible information, they trust newspapers more than any other format.
2. Determine How Your Target Audience Is Most Likely to Respond
Some readers subscribe to newspapers to read editorial content. Other readers subscribe to newspapers for the inserts that come within. The latter type of people is often called “extreme couponers”. These readers seek out the deals made available in print media to get the best discounts when they shop each week. Whether your audience is more likely to respond to editorial content or inserts can help you figure out if you would be more effective placing your ad directly in the run of the press or with an insert.
3. Ensure Your Newspaper Ad Is Targeting the Right Consumers
Even the best-designed newspaper campaign on print or digital will not bring you results if it is not targeted to the right people. Even if your target audience is difficult to specify, you should still try to make your newspaper advertisement relevant and appealing to them. Ask yourself questions such as does the copy speak to their pain points or concerns? Does it grab the readers’ attention?
Although newspapers are a static medium, your ads don’t have to be dull and boring. There are a variety of visual and editorial tools you can use to attract attention and get your message across without saying too much.
4. Find Publications That Fit the Profile of Your Target Customer
Similar to the way you can target a certain audience with your ad, you should also be sure that the publication you choose has the same ideal reader. If you are trying to reach a niche audience such as retirees that love to be active outdoors, you should place your ad in a golf magazine or travel and vacations flyer. You will know you are doing your job well if you create the perfect match between what potential customers are reading and how likely they are to pick up the publication that you want to post your ad in.
5. Provide Value within the Context of Your Newspaper Campaigns
There are different ways you can define value. Some examples include educating the customer about your product or service or providing a monetary value. Retail establishments can benefit tremendously when they offer coupons or discounts in their print ads. A recent study concluded that 96% of Americans use coupons. The study also found that this behavior was not observed in a specific group, gender, or location, but was widespread across all groups.
When you include a coupon in your newspaper ad you provide your reader with a tangible incentive to take action. A study conducted in 2018 found that 83% of respondents agreed that coupons influenced their purchasing behavior.
6. Use High-Quality Images and Minimal Text
You’ve heard the sayings, “Less is more” and “A picture is worth a thousand words.” These phrases couldn’t be truer with newspaper advertising. High-quality images can do wonders for your campaign, and when you choose your words carefully you can have a powerful impact.
Most readers will glance at an ad very briefly without paying too much attention to the details. Because of this natural behavior, you can have the most impact in this short space of time by using visual metaphors and appealing to their five senses. You should also use a focal point such as a person, animal, or product that will draw the reader’s eyes to your message.
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, you’ve come to the right place. With our guidance and expertise, we can ensure that whichever method you choose to reach your customers through print, you will get a significant response. We can help you target your prospective customers and influence them with the right words, images, and presentations.
At North American Media, our specialty is helping our clients create newspaper, magazine, and direct mail ads that grab readers’ attention and encourage them to follow through. Our services include direct mail marketing, list brokerage, data solutions, list fulfillment, and list management, and we can create a customized package to suit your goals. 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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