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Advantages of Local Newspaper Advertising
If you want to increase brand recognition, foot traffic, product sales, and repeat business, buying ad space in local newspapers is a great place to begin. Although radio and television have their advantages, local papers offer many benefits that help you achieve a good return on investment and boost your leads and sales. Here are some of the advantages of using local newspapers to advertise.
8 Benefits of Advertising in Local Newspapers
Affordability
Local newspaper advertising is an affordable option for small businesses. Rates per ad vary depending on the size, location, use of color, and circulation of the paper, giving businesses a variety of options depending on their budget. Newspaper ads are more affordable than television, direct mail, or radio advertising, and despite the rumors that print media is dying, advertising in local papers is still thriving.
Timelines and Great Flexibility
One of the benefits of local newspaper advertising is flexibility. There is no limit to exposure with advertisements as they can be examined at leisure. Readers can take their time with the messages. There are also options for inserts cards and booklets that stand out from the paper and grab the reader’s attention. These inserts can also include coupons and special offers that encourage reader interaction. You can manage the frequency of your ad’s reach depending on the circulation of the newspaper you choose to post in.
Proactive Audience
Another advantage of local newspaper advertising is that you can increase the chances that readers will notice your ad, especially if they are looking for deals. They will take the time to read it and possibly even follow through with a sale or offer.
Targeted Geographic Audience
Did you know an average issue of a daily or weekly newspaper reaches more people than the average half-hour prime-time television show? The span of attention for an average Internet user is only eight seconds whereas print media readers spend much more time reviewing information, news, and advertising. Local newspapers tend to target the local geographic market, which means you can efficiently connect with a wide community of people who are likely to buy into your products or services. There are tens or hundreds of thousands of subscribers to newspaper publications in cities and metro areas. Buying into local newspaper advertising benefits you with great exposure at affordable rates.
Build Trust
Publishers at local newspapers put in great effort to build and maintain positive relationships with community members to establish a loyal customer base. As the reputation grows, members begin to trust the company more, to provide timely and accurate information. Members also believe the trusted local paper won’t do business with companies that are untrustworthy. You can build a positive reputation in the community simply by associating with a trusted local newspaper.
Last-Minute Changes
A rapid turnaround on production changes is another benefit of advertising in local papers. If something changes and you need to quickly adjust something with your ad at the eleventh hour, the newspaper advertising department is able to get the job done quickly in most cases.
Wide Range of Advertising Options
Advertising in newspaper gives you the freedom to choose the type of ad and position (classified, feature, etc.) that most effectively sends your message to your target audience. You are able to adjust the size of your ad, its format, and its color to achieve the desired impact.
Convenience
Newspaper companies provide readers many different platforms to choose from so they can receive their news and advertising content in the most convenient way. Since there is still a dedicated readership of subscription newspapers and local newspapers, you will benefit from reaching an audience who finds reading print media convenient and a part of their daily routine.
Ways to Advertise in Local Newspapers
Regular Newspaper Advertising
Regular newspaper advertising refers to the action of individuals, businesses or non-profits purchasing advertising space for exposure. Media buying through newspapers and magazines is still a regular practice and one that companies often turn to for placing ads. Although you are competing with other editorial content in the newspaper, there are minor changes you can make to your ad that will have a dramatic effect on readers. Print media marketing for lead generation can be successful with tried and tested ground rules that an agent can help outline for you.
Remnant Advertising/Last-Minute Advertising
Buying remnant print advertising space is a great way to showcase your business and gain leads at a fraction of the cost. Newspapers in which it would normally be too costly to post your ads often have leftover or last-minute magazine ad space available to purchase. Working with a reliable remnant advertising broker can help you make wise decisions and negotiate with papers about the space available to you without going past your budget.
Need Advice? Ask the Experts at Macromark
If you’re wondering how to advertise in local newspapers, Macromark has the solutions you need. Our experts have informed many clients of the benefits of newspaper advertising. We have access to over 70,000 relevant business and consumer lists to help you develop new leads. Whether you’re looking to target consumers or businesses through your direct mail marketing campaign, subscription box service, or newspaper ads, Macromark can provide everything you need and more. As part of our direct mail marketing strategy, we will provide targeted business and consumer mailing lists to create a fully-rounded campaign to reach your ideal demographic.
Our 30-plus years of experience and our extensive database of lists offer everything you need for a successful direct mail marketing campaign. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment and list management. For more information about how we can help grow your business, contact us at 1-(845) 230-6300. We are dedicated to educating and supporting our clients’ decisions through the process of gaining leads for their businesses.
David Klein