Although much of the focus in marketing has shifted to online and mobile advertising, print advertising is still a strong force in the advertising world. Particularly useful for small businesses who need to reach local consumers, newspaper advertising offers a variety of choices to get a marketing message across. While putting all of your marketing eggs in one basket is never a smart idea, integrating newspaper advertising into a marketing campaign is a good decision. Several newspaper advertising strategies are ideal for small businesses.
Large Format Ads
Large format ads, while expensive, typically have the best return on investment, or ROI, for one main reason — they are easy for readers to see. Half, quarter or full-page ads offer small businesses more room to get their marketing message across and are more visible to consumers. Local newspapers are typically less expensive than large market dailies are ideal for small businesses trying to interest local consumers. Advertising co-ops with other local businesses can help reduce the overall expense of a full or half page ad and this can often be a solid newspaper advertising strategy for a small business with a limited advertising budget.
Small Format Ads
Small format ads are typically sold by the column inch. While smaller than a large format ad, when properly crafted they can still catch a reader’s attention. This type of advertising is well suited for offering special coupons or for announcements of an upcoming sale. Small format ads are much less expensive and, while the return on investment may not be as high, they may be the best option for small business owners, particularly those in larger markets where newspaper advertising space is at a premium.
Perhaps one of the oldest forms of newspaper advertising for small businesses, classified ads should not be counted out when it comes to a newspaper advertising strategy. These ads are typically inexpensive and are charged by the line or by the word. This brief ad is ideal for marketing single products or for short announcements. Although classified readership is typically smaller than regular sections, it is important to note that the majority of readers are targeted and as such, more likely to be interested in what you have to offer.
Inserts are typically offered in weekend papers in a large market, or in a weekly edition for a small market newspaper. An insert is usually sized at 8 1/2 by 11 inches, or 11 by 17 inches, folded in half. Inserts can be completely customized and are useful for announcing big events or sales or for trying to stand out from other advertisers in the paper. Small business owners on a budget can consider going into an advertising co-op with another company and working out a deal each company gets a side of the insert. Inserts are typically charged on a per thousand basis, which means, you pay X amount of dollars to be inserted into X number of papers. The printing costs for the actual insert are charged in addition to this.