The advantages and disadvantages of newspaper advertising are clear. Let’s face facts; print media is on its way out. Across the country, many newspapers such as Denver’s Rocky Mountain News have been eliminated due to lack of readership. Having more than one major newspaper simply isn’t cost effective in most metro areas. Modern day Americans simply haven’t the time or don’t make the time to read the newspaper. They get their news from television, radio or the internet. Nevertheless, some advantages to newspaper advertising remain.
The cost of placing a typical ad in the classified section of the newspaper is minimal. Your ad will be categorized according to its content for easy reference. In a large metro area, this can be a disadvantage as well. Your ad may get lost in the shuffle unless you make it stand out. The use of color and bold print considerably increase the effectiveness of the ad unfortunately, the cost of placing a large full page color ad can be quite expensive. A long term commitment gets you the best price. What if this is a onetime ad? Are there any other advantages to newspaper advertising?
Newspaper advertising allows the business owner to choose from a wide variety of options. There are classified ads, full page ads, color ads, black and white ads, different types of print and more. Johnny’s Old Time Diner can opt for a print only ad. Johnny may also choose an ad with pictures and a menu. This makes it simple to place ads based on your advertising budget. You can also make changes to the ad on a daily basis. Newspaper ads allow businesses to effectively and quickly promote last minute sales. Readers can clip coupons with ease. On the other hand, what are you really getting for your money? Will your ad reach enough people to be worth the cost?
Visibility can be one of the advantages of newspaper advertising. As mentioned above, your classified ad will be categorized. Larger ads are placed next to related news. This makes them easy to find. On the other hand, readership is down for most forms of print media. With less people reading the newspaper, advertising is not as visible as it once was. In order to make your newspaper advertising successful, you must often compete against those with larger advertising budgets. This is a definite disadvantage to newspaper advertising. What about advertising in small towns? Is this a more effective strategy?
Advertising in small town newspapers may be advantageous for local businesses. There are fewer ads placed in small town papers. This makes individual ads more visible. It’s also less likely that additional advertising techniques such as bold print and multiple colors will be needed. On the other hand, one of the disadvantages to small town newspaper advertising is that there are fewer people to read your ad. Not only that, but technology is rapidly overtaking small towns. Don’t be so sure that business across the street isn’t internet savvy. Chances are the more successful small town businesses already use other Medias for their advertising. This could leave your business out in the cold.
The newspaper your ad is in will be read only once, and then tossed in the recycling pile. This can be a strong disadvantage to newspaper advertising. The average time spent reading the newspaper is about 10 to 20 minutes. What are the odds someone will see the ad you have placed during this time period? How many people actually read the newspaper anymore? What are the advantages of placing newspaper advertising that few people ever read? Isn’t it better to spend a little more money on advertising and make a lot more profit? Newspaper advertising is a choice that must be carefully considered. For the right business, and the right type of advertising campaign, newspaper advertising can be beneficial. But print media is on the way out, so weigh your options carefully.