Determining the best strategy to reach the company’s target audience is part of every CMO’s job. The cost of missing your target can be astronomical, not to mention embarrassing. That’s why you need to focus your time and energy on getting to know those consumers so you can select the advertising vehicles with the highest likelihood of reaching them.
Let’s focus on reaching your target audience through newspaper advertising. It still works or we would have zero clients on our roster and be forced to close up shop this afternoon. In an effort to more effectively reach your target audience through newspaper advertising, ask yourself the following questions.
Is your target audience reading the newspaper in print or online?
First things first, you need to figure out how your target audience consumes the news. Reading habits vary from demographic to demographic. According to this infographic, 10% of the New York Times’ print subscribers are 18-24 years old, whereas 71% of that same demographic reads online newspaper content in an average month. On the other hand, 65% of Americans 35 or older read a print newspaper during the past week.
While newspapers aren’t as popular as they once were, it doesn’t mean they should be overlooked or ignored. Chances are your target audience is reading newspaper content in some form, based on this data. When it comes to newspaper advertising, you have a few options. You can advertise in print, on newspaper websites or a combination of the two. Newspapers and newspaper websites continually rank at the top of the list when it comes to credibility. That being said, an ad aligned with credible editorial is going to be perceived in a similar fashion.
If reading in print, is your target audience more likely to respond to ROP or inserts?
Some people subscribe to the newspaper for its editorial content while others subscribe for the insert section. Believe me, there are people who subscribe just for the latter. ‘Who?,’ you might ask. Extreme couponers, that’s who. Knowing this information will help determine if you should advertise your product or service within the physical pages of the newspaper or as a separate insert. There are pros and cons of each, so you’ll want to look into that before making your selection.
Is your newspaper ad targeted to the right consumer group?
The best newspaper campaign (print or digital) isn’t going to drive results if it isn’t targeted to the right people. Your target audience may be elusive, but that doesn’t mean you should give up or pick another demographic. Make sure your ad is relevant and appealing to them. Does the copy speak to their pain points and concerns? Is it attention-grabbing? Obviously newspapers are a static medium, but that doesn’t mean your ad has to be dull and boring. Don’t believe me? Take a look at this kitchen ad that ran in a Colombian newspaper. It draws the reader in while showcasing the product in a unique way. And it’s targeted toward those looking to attract attention with a kitchen remodel. The company has proven itself as a leading remodeling and construction company in Colombia, but it might consider remodeling newspaper advertisements as a new business opportunity.
Remember this: you can lead a horse to water, but you can’t make it drink. Your newspaper advertising campaign can help attract consumers, but it’s the benefits and value you have to offer that will ultimately drive them to make a purchase.
- The Beginner's Guide to Newspaper Advertising
- Why Are Companies Still Advertising in the Newspaper?
- Top Newspaper Advertising Posts of 2013
- Four Reasons Newspaper Advertising Still Matters to Your Business
- The ABCs of Local Newspaper Advertising
Photo of old and new media by Gregory Gruber used under a Creative Commons license.
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+.