Our BlogPrint Media
How Media Buyers Can Help You with Newspaper Ads
There are many ways to advertise your products, and countless companies still use newspaper advertising as their primary medium. If you are considering media buying through newspaper, it is important to know all the ins and outs before you get started. Diving into this process without prior experience can be costly, not just in terms of money, but also with your time. To help you get the best return on investment, consider working with a media buying agency. Here are some of the benefits to working with these seasoned professionals.
iStock.com/serezniy
Comprehensive Knowledge
Media buyers have a wealth of knowledge about the various media channels you could use. This is because it is their job to constantly monitor publications and outlets to find out which options give their clients the most for their budget.
Understand Consumer Behavior
Monitoring channels is only part of the media buyer’s role. They also conduct research to discover your target demographic and their behaviors. This information can help you build a campaign that catches your readers’ eyes and draws them to act. As media buyers observe how consumers react to various ads, they can let you know the pages and positions in newspapers and magazines that result in more conversions.
Observe Frequency
It can be very difficult to determine what your ad budget should be if you don’t know how to make effective buys. When you work with a good media buyer, you can benefit from their experience and use it to your advantage. Media buyers begin by looking at frequency and how often you should be placing your ad in newspapers. Most consumers buy products and services all year long, so you will need to be strategic and find out what your weekly costs will be to run your ad throughout the year.
Optimize Your Advertising Budget
Working with a media buyer allows you to make your budget requirements a top priority. These agents will help you find the best ways to spend your money by evaluating factors such as pricing rates, publication formats, geographics, and demographics. They will leverage the medium, quality of channels, time, and space to help you get the most out of your campaign.
Act as Your Company’s Advocate
It costs to have a competent advocate on your side, whether you’re in court or buying newspaper ads. If you do your media buying all on your own, you might end up spending your entire budget on one channel and get disappointing results. However, if you work with an experienced media buyer, they will ensure that your campaign is executed to meet your expectations.
A Firm Understanding of Statistics and Analytics
A good media buyer will have a firm understanding of fundamental statistics. They will have a solid ability to measure change by using spreadsheets and predictive analysis. If data mining analysis is not your strength, this service can help you extract meaning from this data to help your campaign.
They Know Strategy
When most business owners place their newspaper ads, they fall into the trap of focusing only on how much the ad space costs and whether their target buyers will see it. Although these two areas are very important, they do not make up a complete advertising strategy. Professional ad buyers look at all the moving parts. They know how to find out the right business objectives and ensure that the decisions they make come from that starting point. They know what information to research, such as what your competitors are doing and if it is working for them or not. With their assistance, you can develop a strong strategy that will prove successful.
Negotiating Power
Another benefit of working with a media buyer is that they have terrific negotiating skills. Since they often place ads for multiple clients at the same time, they have connections and negotiating power when it comes time to talk contracts. You may not have this network at your fingertips, so teaming up with an agency will benefit you.
Help You Manage Your Expectations
Success takes time, and media buyers who have been working in the industry for years have learned that patience is a necessary part of the process. It takes time to test new media channels and work with new print partners. Your media buyer will help you manage your expectations and the length of time required to see results.
They Have the Tools and Insights to Analyze Your Campaigns
Media buyers do more then just get you the best contract for your ad space. They also have the tools and insights to follow up and analyze how effective your campaign was. With this feedback, they will help you find out what works with your original plan and what needs to be changed.
How Macromark Can Help with Your Newspaper Ad Campaign
Media buyers are an essential addition to your newspaper advertising campaign. They can help you find the most cost-efficient way to reach your prospects, while making the most out of your budget. Choosing the right ad space is one of the first steps, but you may need help with negotiating costs, making your ad stand out, and establishing yourself as a trustworthy, professional business to your readers.
At Macromark, we specialize in helping our clients create robust, effective, successful print ad campaigns. Our variety of services can be customized to suit your business goals, and we have packages that can work with a range of budgets. We can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust. Our print ad agency can help you set up a successful ad campaign and provide you with all the assistance you need to run it. Our services also include 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.
David Klein