Local Newspaper Advertising

Even with a steep decline in newspaper circulation and rapidly increasing advertising rates, traditional newspaper advertising remains popular for many businesses marketing to a local audience. Unlike other forms of advertising, however, there's normally a maximum of 24 hours for an ad to be seen before it is thrown into recycling, so you must take the proper steps to ensure that you get the most out of your ad.

Here are some tips for accomplishing this task:

  • Over half of every newspaper is advertising.  Skim the newspaper; see what ads your competitors are running, and make sure that your company does it better. Make sure that you stand out from the crowd.
  • Look into hiring a professional copywriter to write your ads.  You know your business better than anyone, but a professional ad copywriter has the know-how to properly market it to get the best results.
  • Don’t constantly change the look of your ad. When you change your ad, your business will become less familiar to your readers.  Design a great ad that works well and try to keep the overall look the same as long as you can.
  • Consistency is essential to keep your name in front of your target audience, but because the newspaper reaches the same readers every day, most companies do not need to advertise in the newspaper daily.  One to three times a week is normally sufficient, but it will depend on your individual needs.
  • The increased cost of full-color advertising will not normally justify the minuscule readership increase. Check into adding just one color, which can generate a bit more attention but won't cost as much as full-color.
  • When faced with the decision of running a large ad only a few times or a smaller ad repeatedly, the smaller ad will normally be the best choice. The size of your ad should be dependant upon the amount of information you need to include. If you have a lot of information, don't cram it into a tiny box.
  • Use your ad to capture readers’ attention quickly and effectively, arouse interest, create desire, and command urgency of action. You need them to ACT NOW – give them a good reason to do so.
  • Don't be afraid to break the rules of your industry. What would catch your attention more: "Half-Off Of a Full Manicure Spa Package" OR "Manicure Five Fingers and Get Five Fingers Free"? Be fun and be personable, but don't be like your competitor.
  • Come up with a few solid advertisements, test different headlines or offers, and track your response rate.
  • Most newspapers do not promise any level of exclusivity, so your ad may be surrounded by the ads of your biggest competitors. It’s your money - don’t be afraid to ask your sales rep to guarantee separation from your competition.

Choose Your Ad Schedule Wisely!

  • Monday is the day that most sports are summarized in the paper, so this would be a good day to reach a male audience.
  • Tuesday and Sunday are the best days to run classified ads.
  • Wednesday and/or Thursday are usually considered the "Best Food Days" (outside of Sunday) because they are the days many papers print their larger food sections. If your business involves food of any type, these would be the best days for you to advertise.
  • Friday and Saturday are historically the best days for advertising consumption by younger adults, so this would be the place to include ads for a concert, clothing sale, or bar special. Saturday also fares well for typical Sunday advertisers because there is less competition.
  • Sunday is the day papers include a large insert package, so it is also the day most consumers browse for deals in their local paper (and many of them keep the inserts until mid-week).

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