Gone are the days where a family of four sits around a dining room table enjoying a meal while the husband sits puffing his Sherlock pipe while reading the newspaper, right? Wrong. Well, partly. Who knows how families enjoy their meals together anymore, but one thing is for sure, people still read newspapers in print and online, and because of that, newspapers can still flex on the playground because they supply unparalleled benefits compared to other forms of marketing. Here’s why:
Targeting with newspaper advertising?! Yep, it can be done, it’s true! Newspapers excel in targeting specific demographics, some of which might be challenging to reach through other channels. This level of precision allows advertisers to cater to niche audiences, especially those in distinct geographical regions. From simple inserts to weekly sections in local newspapers, the options are vast and varied. And with the evolution of newspapers publishing their content on their own websites, they’re able to target more than ever, including dayparting, geo/zip code targeting, and in some instances, niche audience targeting.
The flexibility offered by newspapers is unrivaled by and large because they are in control of their own product, and at a local level. You’re not pleading with big tech to cobble together a solution for you because you’re a small fish in a large pond in the middle of Silicon Valley. Newspapers aim to provide a high level of customer service because, well, their advertisers help fund the newspaper to do what they do best, reach and inform audiences in their community on topics that are important to them. Advertisers have the autonomy to decide the exact size, location, design, timing, and frequency of their ads. This ensures consistency in how readers perceive the information. Moreover, advertisers can seamlessly integrate print-to-web features like QR codes, bridging the gap between the print ad and relevant online information. The cherry on top? The short lead times of newspapers facilitate swift modifications to ads while adhering to deadlines. In other words, newspapers will listen to your needs and look for solutions.
COST EFFECTIVE ADVERTISING
When it comes to cost per thousand readers, newspaper advertising comes in more affordable than other forms of advertising, including television, radio, direct mail, and yes, even digital advertising. The collaboration between newspaper staff and advertisers can lead to the creation of ads without incurring extra charges. With the decline in newspaper ad revenue, there’s reduced competition for ad space, offering advertisers a distinct advantage. Plus, there’s room for customization to fit any budget, with potential discounts for extended ad coverage and frequency.
Despite fluctuations in readership (though that’s less of an issue now than pre-pandemic), a single issue of a daily or Sunday newspaper can reach more adults than a typical half-hour prime-time TV show, or comparable spends in the digital space. Newspaper readers often keep or save information, be it special events, features, or coupons. In contrast to the fleeting attention span of an average Internet user, which stands at 8 seconds, newspaper readers invest more time in absorbing the editorial content, which thus includes the ads that go with the editorial. Furthermore, newspaper readers tend to have a higher economic status. Lots of studies have shown that about 75% of households with an income of $100,000 or more are regular newspaper readers. These households, with their substantial purchasing power because of their higher expendable income, are more likely to be swayed by newspaper advertisements.
ALIGNING WITH TRUST
Let’s face it, the social landscape is ugly out there. It may be healthier to smoke a pack of cigarettes than it is to scroll through your social media feeds. Dis and misinformation runs rampant in the digital space, and it’s getting harder and harder for audiences to understand what legitimate news information is versus dis and misinformation, and they’re getting wise to it. The pillars that newspapers stand on are to provide accurate news and information to their readers, even if the readers sometimes don’t like or agree with that information. Case and point, consider the pandemic. Many newspapers dropped their paywall for COVID-related content as a service to the community to inform them on important content related to the pandemic. The result? Steep rises in newspaper consumption. At the end of the day, newspapers are trusted, and a business aligning their brand with newspapers receives that same trust and support from their community.
So, friends, don’t sleep on newspaper advertising. It’s incredibly effective, targeted, flexible and affordable in reaching a high-quality, highly educated and high-income audience that’s interested in supporting their communities’ businesses.