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The SKINNY on Newspaper Advertising
The SKINNY on Newspapers Using the paper is considered gospel by manypeople in business. Use it wisely and it can be agood tool. Remember, newspapers are passive, non intrusivemedia. They tend to reach only buyers who arelooking for the product. They are poor at reachingprospects before the need arises. Think about it, there are few times you have beendriven to go to a store to buy a product you neverheard of because you saw an ad in the paper. Youhad to have an earlier impression about theproduct for the newspaper ad to point you to thelocation to buy it. There are 4 ways to use the newspaper foradvertising. 1) Display advertisingfrom one column wide by 2 inches high to a fulltwo pages, display ads can be so numerous the newsstories have to be cut so both can live on thepage. There is usually no protection. Competiting storeads can be next to each other (next time you seethe paper look for tire store ads on the samepage). When designing your ad, remember it's all aboutthem. Use a catchy headline and tell them what youwill do for the. Forget about your picture or your"Number One in the District Award". Goodadvertising "feels their pain". 2) Classified advertisingThe effectiveness of classified ads varies bypaper and by who wrote the ad and by what the adis selling. Many classified sections have turnedinto giant car dealer pages and huge homes forsale sections complete with four color pictures. The small, private, "gotta sell my Bow-Flex" adscan be lost in a giant classified section. Manyshoppers and Nickle Savers have smaller, andcheaper, classified sections. Some small business operators find success with aseries of small classified ads. Small blurps tendto build "top of mind awareness". A cheap way tokeep your name out there. 3) Tabs and special sectionsTabs, the cash cow for newspapers, aremanufactured events designed to sell ads. ProgressEditon. Easter Shopping Special. Dollar Days. Youname it, there is a tab every idea. Typically a tab is the regular paper page turnedsideways (landscape) and folded in half. Tabs get ad-on advertising dollars from existingclients and offer one time only exposure to thosewho don't normally use the paper (i.e. the giantcorporate ads in every Progress Edition). Mostpapers have so many tabs, they print anadvertising calendar. Understand them for what they are, vehicles to getextra bucks from you. If you want to be in one,rearrange your budget, don't ad to it. 4) Inserts and stuffersSome Sunday papers weight 4 to 5 pounds each,mostly for the weight of stuffers and inserts.Usually reserved for national advertisers and bigbox stores. They print them and deliver them tothe paper and pay a per piece fee to have themstuffed and delivered. For smaller businessesthey become cost prohibitive. Better to stick withdisplay ads. Sunday papers have the biggest circulation, and adrates are more expensive. Regional and nationalpapers can be expensive, too. Local papers andshoppers are less expensive, but nonetheless canbe a major part of a small business ad budget. Newspaper advertising is sold by the column inch.Different categories of ads and section placementdetermine the rate and rates vary throughout thepaper. Rates also vary with advertisers, dependingon how many column inches they have agreed to buyin a one year period. The more the cheaper. Plan your advertising well in advance and stick toyour budget. Sell to needs, not ego and newspapercan be your buddy. For more about advertising, get my article"What Does your telephone say about you?"MailTo:TelephoneSay@BigIdeasGroup.com ©2005 BIG Mike McDaniel, All Rights ReservedMike@BIGIdeasGroup.comBIG Mike is a Small Business Consultant,Professional Speaker and former Major Market TVNews Anchor. http://BIGIdeasGroup.com Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net
Latest News:Site: Yahoo! News Search Results for news Game news: 'GTA IV' hits 10 million, EA meets ESPN (AP via Yahoo! News) Real news from the virtual world: News and notes on the PGA Tour's top 20 golfers (USA Today) Get the latest news and notes on the top 20 golfers on the PGA Tour. These rankings are based 2006-07 PGA Tour results. UAL shares walloped by new posting of old news (Reuters via Yahoo! News) A nearly 6-year-old news story on the 2002 bankruptcy filing of UAL Corp resurfaced on the Internet on Monday, clobbering the airline's shares briefly as some traders mistook the report as current and plausible news. Asyncast delivers custom news to hands-free mobile devices (CNET) The company's Rocketron service allows users to set preferences for the kinds of news stories they want to hear, as well as filter controls for news they don't want. Young adults want less election news (UPI) EVANSTON, Ill., Sept. 8 (UPI) -- U.S. young adults say there is too much election-related news on Internet news sites, a university study indicates. CNET News Daily Podcast: The new Zune plays its tune (CNET) Microsoft lets "slip" Zune news one day before Apple's big shindig. Big ad group says Google-Yahoo is a bad idea. Who says real spies don't dig social networking? Game News: 'GTA IV' Hits 10 Million, EA Meets ESPN (CBS News) Real news from the virtual world: ABC News gets first Palin interview (Reuters via Yahoo! News) ABC News' Charles Gibson has snagged the first interview with Alaska Gov. Sarah Palin since she was named the GOP's vice presidential pick on August 29. United Airlines hit by 5-year-old news (UPI) CHICAGO, Sept. 8 (UPI) -- United Airline's stock value plunged Monday after a 5-year-old news story was posted on a Florida newspaper's Web site. UPI NewsTrack Entertainment News (UPI) Spears wins 3 MTV Video Music Awards ... 'Wrestler' wins Golden Lion in Venice ... Report: MSNBC shuffles election anchors ... Iconic Astroland park closes ... News from United Press International. Site: news - Google News New Voices in Congress Will Change the Tone of the Democratic Majority - New York Times
MORE RESOURCES: Site: Yahoo! News Search Results for advertising Ad-averse Mobile Users Will Pay to Avoid Advertising (Cellular-News.com) Mobile providers looking to boost their revenues through content downloads and advertising are in for a rough ride, according to a new study by market researchers TNS. A Web advertising dark horse goes on the offensive (Market Watch) While its rivals have been fetching multibillion-dollar acquisition offers from the likes of Google Inc. and Microsoft Corp., online-advertising firm ValueClick Inc. has been busy digging its way out of a legal mess. Intergi's Video Game & Entertainment Advertising Network Has Largest Potential Reach in U.S. According to Newest ... (Centre Daily Times) Intergi (www.intergi.com), a leading video game and entertainment site representation company and advertising network, today announced that it now has a total potential advertising reach of 52.4 million unique visitors in the United States, topping other targeted ad networks - including bellwethers such as Advertising.com Games and Yahoo! Games. Based on the latest data from the August 2008 ... Largest ever advertising billboard at London Bridge Station (London SE1) A huge advertising billboard has been unveiled at London Bridge Station to promote the NSPCC and brighten up hoardings on the concourse. Online Brokerage Sites See Increased Visitors With Ramped up Online Advertising Efforts (PR Newswire via Yahoo! Finance) comScore, Inc. , a leader in measuring the digital world, today released a study of the online trading and brokerage industry showing strong visitor growth to online brokerage sites coinciding with heavy online advertising efforts by several of the key brokerages. Advertising spend in Qatar crawls (MENAFN) Advertising spend in Qatar crawls Intergi's Video Game & Entertainment Advertising Network Has Largest Potential Reach in U.S. According to Newest ... (Business Wire via Yahoo! Finance) DEERFIELD BEACH, Fla.----Intergi , a leading video game and entertainment site representation company and advertising network, today announced that it now has a total potential advertising reach of 52.4 million unique visitors in the United States, topping other targeted ad networks - including bellwethers such as Advertising.com Games and Yahoo! GCC advertising expenditure rises by 23.6% (MENAFN) GCC advertising expenditure rises by 23.6% NeoMedia and Format Dynamics Join Forces to Integrate Innovations in Online & Offline Advertising (Marketwire via Yahoo! Finance) NeoMedia Technologies, Inc. (OTC.BB: NEOM), and Format Dynamics, Inc., today announced a strategic alliance designed to accelerate innovation in both online and offline advertising. Bald Is Beautiful (Advertising Space) (CBS News) New Zealand's national airline is offering to pay bald travelers to use their heads - literally - in a new advertising campaign. Site: advertising - Google News US court upholds LA ban on billboards - Los Angeles Times
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