Thinking about running ads in the local newspaper?
Newspaper advertising has existed longer than any other form of advertising available today and is still often the first thought for businesses considering advertising. Solid creative and measurable goals often lead to effective newspaper advertising campaigns and we are talking well beyond promotion of a single product or one sale.
Here are a few tips to remember when it comes to newspaper advertising:
- Include a coupon to provide incentive for readers to visit your business. Be sure to put an end date on the coupon. If you have multiple coupons running include a unique identifier to the publication it is running in. Following this advice will allow you to better track returns on your ad investment.
- If you have a website be sure to include the URL in the ad. If you do not have a website include your Facebook business page URL or some other method for the reader to find you online. If you don’t have a website, Facebook business page etc. – you REALLY need to “get online”.
- Work with your newspaper advertising rep to get them all required info well before deadline so that you have time to proof and make corrections to the ad creative.
- Make sure your advertising reinforces your brand. Be consistent with any other advertising that may be running and to the image you have created for your business.
With newspaper advertising you are buying reach and readership. Ask your newspaper advertising rep if circulation is independently audited. If not, challenge the rep to show proof of the number of copies printed along with circulation. It’s also important to note the metric of “readership” and how it relates to circulation. A single copy of a newspaper is “passed along” to more than one reader in a household. While the household may only account for one circulation, there is likely 2.5 readers in the home. Don’t be alarmed if you see a circulation number of 10,000 and a readership of 25,000. If you are considering newspaper advertising and the ad rep will not provide documentation supporting circulation, readership and distribution – you should probably look at advertising elsewhere.
The South Santa Rosa News is a Chairman’s Charter Member of the Greater Navarre Area Chamber of Commerce and the Navarre Newspaper is a Charter Business Member. If you have questions about newspaper advertising either would be happy to help you.