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Why Newspapers?
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| The fact is when carefully considering your advertising options, it’s clear that newspaper advertising should be one of the primary media you use. Why newspapers? Very simply, they provide one of the most cost-effective ways to reach your customers. |
A well-planned media mix that includes newspapers will result in:
- more gross ratings points
- greater reach
- higher frequency of key target groups
- increased effective reach
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Here are just some of the facts to consider:
- Nationally, newspapers deliver a one-day reach of over 60 percent (which takes days to accomplish with broadcast).
- Newspapers provide an information/entertainment package the audience can’t easily acquire anywhere else.
- Newspapers weave advertising into the actual content (instead of grouping ads like lepers into “pods” at the beginning or end of the content or at commercial breaks).
- Newspapers give users an easy way to actually keep the message for future reference (i.e. easily posted on the fridge, or in the planner, or in the purse, or in the pocket).
- Newspapers provide the best way to target your message geographically.
- Newspapers provide the best flexibility for advertisers, who can choose sustained frequency or a big splash.
- Newspapers deliver superior reach of the target demo groups that broadcast struggles to deliver (namely those with high education levels, income, and occupation levels.)
- Newspapers are totally portable. Users actually use it where they want, when they want and as many times as they want.
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- Newspapers are the most believable medium. Your advertising in newspapers carries with it the added trust that readers put in their newspapers. For instance, when respondents to a recent survey* were asked which was the most believable advertising source, here’s how they rated the top media:
- Newspaper 58%
- Free shopper 45%
- Direct Mail 38%
- Television 27%
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Most Believable Medium
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- Newspapers are the preferred advertising source for most consumer buying decisions. Newspapers complete the buying decision making cycle for consumers, prompting them to take action locally. Whether they’re shopping for furniture or electronic equipment, tractors or cars, building supplies or groceries, jewelry or clothing, respondents to a recent survey* overwhelmingly rely most on their local newspaper for buying information. For instance, when they were asked which one source they relied on most for furniture shopping information, here’s how they rated the top media:
- Local Newspaper 39%
- Another Newspaper 9%
- Free shopper 7%
- Television 7%
- Direct Mail 2%
- Radio 1%
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Preferred Advertising Source
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| With such powerful reach and all the unique characteristics they offer, newspapers are truly an exceptional medium. Make them a primary part of your campaign with just one easy call to newspaper ads 1-2-3!
*1999 Readership and Market Survey conducted by Market Opinion Research Inc., for South Dakota Newspaper Association. For survey information from your area, please call 1-800-658-3697 or click here to e-mail.
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