The great number of advertising vehicles available these days has managed to get problematic for many advertisers to distribute their advertising budgets. From traditional newspaper advertising to interactive web-based advertising, the opportunities for advertisers are endless. A wholesome combination of those and other advertising media is ultimately the very best approach to a successful campaign. However, lately the nay-sayers of newspaper advertising have started initially to garner attention. Allow me to refresh your memory on the continued great things about newspaper advertising.
Newspapers have been gracing the doorsteps of American homes since early 1700s. That’s over 300 years of budding romance between American consumers and their beloved newspapers. Lee Clow, the Chairman & Global Director of TBWA\Worldwide explains that the, “Newspaper is just a special medium. It’s not urgent, not yesterday or tomorrow but today. Sitting with a newspaper and a cup of coffee in the morning will always be one of the very most intimate media experiences there is.” The title of this article is “Newspaper Advertising…Benefits Revealed” so… when will the advantages be revealed? I am getting to that! The newspaper has built its reputation as a respected supply of information; this goes for not only its articles but also for the advertisements it features as well. pool result Every individual newspaper has guidelines and restrictions that must be met by each advertiser. This isn’t always the case with the truckload of advertisers that place ads on the web. Unfortunately, you will find unscrupulous people and companies that are able to post ads on various websites without undergoing any sort of screening. Consumers can continue to feel secure comprehending that advertisements which make it to print have been tested and approved for his or her benefit.
Another advantage to newspaper advertising may be the portable/permanent facet of a newspaper. A newspaper is very easily toted from your home to work, to lunch, back to work and back to home. This allows readers to pick up the paper if it is convenient for them. As far as the permanent feature of the newspaper… let’s look at an example. Over a cup of coffee you are perusing the pages of your local paper. You run into an ad for a new product that strikes your fancy. You set the paper aside until later when you yourself have some free time and can research the product. Later that week, you choose up the ad and make a telephone call to the business advertising the product. Exactly the same product is advertised when you are surfing the web. You bookmark your website in order to come back to your website later. However, later that week the ad is seemingly gone from the site. Is it on a rotation? Was the ad pulled? You may never know. This example can be a bit dramatic, however it illustrates the benefit of a concrete ad that somebody can revisit and review.
Perhaps the best argument to make the case for newspaper advertising may be the “opt-in” feature. The entire world is full of annoying advertisements (not to state they don’t work), TV commercials, pop-up internet ads, spam emails, etc. etc. etc. Newspaper advertisements remain an opt-in advertising method. People can decide if they are going to read your newspaper ads. They know the ads are there, alongside the articles they read everyday, and they have the choice. And as as it happens many adults are making the choice to see those ads, because they see them useful. In a 2007 study done by Mediamark, 51% of the adults they interviewed said they found newspaper advertising “somewhat/very useful.” Today and age, people do not want to be bothered. Case and point? DVRs are becoming increasingly popular and allowing people to totally skip over commercials. Individuals are locating a way around commercials, anti-spam filters are finding ways to weed out spam emails, pop-up blockers are eliminating pop-up ads. The list goes on. However, newspaper ads have not become an annoyance, they remain a source of useful information for readers of the newspaper.
Advertisers have a difficult decision in distributing their advertising budgets. There’s no “right answer” for how or where to pay your money. No advertising plan will probably be right for many advertisers. Each advertiser must test different ads in different mediums in order to discover what will produce results. Newspapers have long been a valued approach to advertising to companies and individuals round the world. They offer benefits to advertisers that net based advertising cannot. Newspaper advertising remains employed by advertisers that continue to identify its value. When you are divvying your advertising budget in 2010; do your research, weigh your alternatives, but don’t overlook the value that newspapers have always offered advertisers.
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