Should You Consider Newspaper Advertising?
Each year, articles appear online bemoaning the death of newspapers and saying that websites will soon put old fashioned broadsheets out of business for good. Yet, each year, some newspapers continue to thrive as others shut down, suggesting there is still a viable market for newspaper publishers who know what they are doing. One of the most lucrative areas for any newspaper is advertising, which includes the ads that appear throughout the publication as well as the classified listings. Advertising in newspapers is still effective for many business owners, including larger chains and small, locally owned businesses. There are a few reasons that advertising in a newspaper can be effective.
Lack of Distractions and Competition Make Newspaper Ads Effective
Unlike the internet, where distractions abound, most readers of a printed newspaper are focused on what they are reading. Online, the same story that appears in print may be surrounded by ads, links to stories on related topics and weather and traffic information. On the average printed page, there are only a handful of ads, generally from different industries. This singular focus gives advertisers in a printed newspaper a much better chance of keeping the customer’s attention and closing a sale.
Reach Different Segments of the Market with Newspaper Advertising
Another factor in successful newspaper advertising is the desired target market. Certain segments of the reading public simply prefer the feeling of holding a publication in hand and turning the pages. Others are not as internet savvy as they could be. As a result, newspaper advertisers are actually reaching a coveted segment of certain audiences. If your product is aimed at seniors, grandparents or those who are not extremely technologically proficient, a newspaper ad can be much more effective than one that appears online.
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