Newspaper advertising is an important component of successful advertising campaigns. That’s right. Advertising in newspapers still yields results, at least for our clients. Included below are four reasons newspaper advertising should still matter to your business.
Studies show newspaper readers have more discretionary income than non-readers. This means they have more money to spend on entertainment, eating out, travel, you name it. According to the Ipsos MediaCT’s 2012 Mendelsohn Affluent Survey, 82% of those with household incomes of $100K+ read at least one of the 150 measured print publications. When advertisers utilize newspapers as part of their media strategy they are more likely to swing some of that extra cash their direction. Additionally, newspapers attract the highly educated or at least those who know how to read. If you are looking to reach smart, wealthy consumers, then download our white paper to learn how newspaper advertising can help you achieve your goals.
2. Newspaper sections provide advertisers with unique targeting opportunities.
Newspapers are segmented by section which allows readers to easily flip to their desired section whether main news, business, sports, travel or entertainment and read whatever appeals to their interests. Within each section advertisers can strategically place ads that coincide with the subject matter. For example, an ad for Carnival Cruise Lines would have a better chance of success if placed in the travel section as opposed to the main news section next to a story about a shipwreck or power outage. When advertisers take the time to strategically place ads within a newspaper, they are able to target their desired audience much more effectively while still reaching the masses.
3. Newspapers are said to be more credible than any other medium.
Credibility is important, especially when it comes to advertising. If your audience doesn’t believe the messaging in your ads, then they are not going to be moved to action. It doesn’t take a rocket scientist to figure that one out. Consumers consider newspapers to be more credible than any other medium. In the 2013 installment of “How America Shops and Spends,” a research report compiled by Frank N. Magid Associates, newspapers ranked first for “most believable and trustworthy.” So why not take advantage of advertising in this trusted form of media? Readers will be more receptive to your advertising if they believe the messaging to be true, so aligning your ads with credible newspaper content may be just the ticket.
4. Consumers look to newspapers to help with purchasing decisions.
According to “How America Shops and Spends 2013,” more than 80 percent of adults took action (became aware of a sale, clipped a coupon, visited a store or discussed with friends and family) after seeing an ad in the newspaper, regardless of section. And more than half made a purchase. “This research reaffirms the power of newspaper advertising to engage consumers, and what’s more, its ability to drive them to take action,” said Caroline Little, President and CEO of the Newspaper Association of America. When you advertise in newspapers, you get your products or services in front of readers and present them with options to consider prior to their next purchase.
There you have it. Newspaper advertising should still be a component of your advertising strategy unless, of course, you don’t want your ads to reach the money spenders who trust newspapers to help them with future purchasing decisions. If you’re looking to maximize your newspaper advertising budget, contact us.
Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, inbound marketing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.