A: Local newspapers offer more affordable advertising than regional and national papers, and they also provide a more focused approach for local businesses. If you are a local business owner, focus on your local paper; your customers are more likely to read it than a regional or national newspaper.

A: Newspaper advertising is sold by the square inch. Different ad classifications may cost different rates, depending on the type of ad you place. For example, a service directory ad may cost more or less per square inch than a small ad placed on a basic editorial page.

Newspaper publishers offer discounts to advertisers who purchase contracts. Also referred to as “volume discounts,” such deals are only available to those who plan on running ads week after week.

Make sure to read the fine print regarding any penalties for nonfulfillment of your obligations. Usually, if you do not meet your placement obligations, you will have to pay the “non frequency” rate for the ads you did place. This can be costly so make sure you meet your obligations.

A: Yes, in some cases smaller newspapers or papers that have not built up a large readership will offer some wiggle room. Your best bet is to work with a media buyer. These professionals build relationships with sales representatives over time and can often negotiate better deals than you would be able to on your own. Plus, since they buy ads in bulk for many clients at once, they can also get much larger discounts.

A: Effective headlines include a benefit for the reader. Too many business owners try and get people’s attention with features, but your potential customers want to know what’s in it for them.

A: No. Many salespeople will tell you that their in-house art department can design a great ad for free, but this is rarely true. Most ads we’ve seen created by in-house art teams were awful and did little for the business owner. You’d be far better off hiring a freelance ad designer and copywriter who will work with you to create an ad that helps you reach your specific campaign objectives.

A: Excuse us while we shout: YES!!!!
Frequency is a big part of the successful newspaper campaign recipe. A prospect has to see your ad multiple times before they bite. To test this, roll out your ad in a small market and make adjustments based on results. Once you’ve found your homerun ad, roll it out big and let it run repeatedly.

A: The type of advertisements you choose will depend on what you hope to accomplish. If you want to reach parents of young children, a free-standing insert or advertisement in the family section would probably be most effective. However, if you are trying to reach older adults who are interested in arts and entertainment, a full-page ad in the arts & entertainment section might be more appropriate.

A: Yes, most business owners are not well-informed about the services media buyers provide.

Professional media buyers conduct market research and leverage data to get the results that are most likely to reach your target audience. A professional media buyer can uncover exactly who your ideal customer is and the best ways to reach them. Your time is valuable, so it makes sense to hire someone who can get results for you.

They can also be responsible for designing and writing the ad campaign. In fact, most work with a team of artists and writers who have proven themselves time and again.

Media buyers have the ability to get you incredible bargains. You may think you can’t afford that ad on page 2 but work with a media buyer and you may snag that spot.

Your media buyer will closely monitor your campaign, adjusting channels, placements, days of the week and frequency until they’ve achieved the results you need.

We hope this Q&A has given you some valuable insights into the effectiveness of newspaper advertising. If you have any questions, please contact us. We love helping business owners effectively reach their target markets.