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Do Your Print Ads Grab Attention Fast Enough?

Posted by Jenna Bruce on Mon, Jul 17, 2017 @ 08:40 AM

Do Your Print Ads Grab Attention Fast Enough?

These days, about the only thing getting shorter than people’s patience, is people’s attention span. And, as these attention spans shrink, marketers must find ways to use their advertising to hook customers quickly.

Just how miniscule is the current human attention span?

Consider that the ordinary gold fish, swimming around and around and around in his tiny bowl, has an attention span of only nine seconds. And he STILL has us beat! Recent studies have found the human attention span is only eight seconds. It seems that along with providing convenient communication and funny cat videos, modern technology is distracting us.

The TIME survey found some major differences with attention spans among generations. For instance, 77% of people aged 18 to 24 responded “yes” when asked, “When nothing is occupying my attention, the first thing I do is reach for my phone,” compared with only 10% of those over the age of 65.

According to an article in Bloomberg Magazine, generation Z, those under the age of 19, are even more distracted. “They multi-task across five screens: TV, phone, laptop, desktop and either a tablet or some handheld gaming device, spending 41 percent of their time outside of school with computers of some kind or another, compared to 22 percent 10 years ago. Because of that they ‘lack situational awareness, are oblivious to their surroundings and unable to give directions’.”

No doubt you heard about the injuries that were sustained by some young people who were so involved in the Pokeman Go app, that they walked into traffic, tumbled off of ocean bluffs, and were even been robbed. That’s how distracted they were!

But what does all of this mean for today’s marketers?

It means you not only have to create print ads that convert, you’ve got to create print ads that grab people’s attention in the first place!

Here are a few tips to help you do it:

Use Smart Design

The quicker your readers can get information, the better. Design your print ads so that the eyes can easily move from one element to the next. Make it easy for your prospects to make the decision they want to find out more about your offer.

To do this, leverage the power of the inverted pyramid. Make sure you put your most important information at the top (or in the forefront), then trickle down to the least important information.

To figure out which information should be included, answer six basic questions: Who? What? When? Where? Why? How?

Make it Readable

Know what will make readers ignore your ad? If they feel they need to struggle to read it. Use clean type face that’s easy for the eyes to scan. Less is more in this scenario. The fewer words your prospect have to read the more quickly they’ll be able to determine if your offer relates to their needs.

Keep it Consistent 

When it comes to visual design, using the same fonts, colors and element styles will make it easy for your prospects to move through your ad because they won’t be forced to learn something new visually.

Make it Interactive and Engaging

People assume print ads and print collateral are boring compared to digital ads, but that does not have to be the case. Touch is one of the most satisfying sensory experiences, so use it to your advantage. Engage readers in this medium by using different textures, glosses or finishes that stand out and hold their attention.Two smiling women lying on the floor are both reading a magazine-1.jpeg

 

If you’ve been struggling to create print ads that capture and hold your prospects’ attention, we can help. Get in touch with us and we’ll help you design ads that make an impact on your audience and your bottom line!

 

 

Topics: magazines, magazine advertising, newspaper, local newspaper advertising, innovative print ads, creative print ads, print ads

National vs. Local Newspaper Advertising: Which Is Best?

Posted by Jenna Bruce on Tue, Aug 19, 2014 @ 10:28 AM

Newspaper advertising is the oldest form of advertising and is still used widely today by many businesses for a very specific reason: newspapers are a chosen media purchased by the reader. In other words, advertising in newspapers puts you in front of a very special group of consumers: those who value and are immensely receptive to the information (and ads) they find inside. When your message appears in newspapers, readers believe the editorial content adds credibility and legitimacy to your brand and offer.

national-local-newspaper-advertisingMany businesses already recognize the power of newspaper advertising, but many more are often confused as to whether they should spend their budget on local or national papers. First, let’s take a look at the benefits both national and local newspapers offer advertisers.

An Audience that Wants to Hear from You

Newspaper readers don’t find print ads intrusive (like they do online, radio and television ads) because they are in control of when (and if) they read them. Beyond this, readers actively seek advertising that alerts them to deals and coupons.

A Targeted Audience

Besides getting your ads placed in the sections of the paper with similar content, newspapers (particularly local ones) can target audiences in other ways by using events such as holidays, or using specific geographic locations such as neighborhoods and streets, and even focusing on specific individuals like parents or ethnic groups.

A Quality Audience

According to the State of the News Media 2013, newspaper readership correlates with higher income levels of $100,000 or more as well as higher education levels.

Leveraged Trust

Newspaper publishers work diligently to create solid relationships with readers and build a loyal customer base. In a sense, newspapers become like a print version of friends and family. Just as friends and family “won’t steer ya wrong,” readers feel the same about their beloved print publications. Consumers believe publishers only do business with solid companies that can be trusted. Advertising within a trusted newspaper that has a loyal customer base means a brand can build a positive reputation in a short amount of time.

Retention

One of the greatest benefits of print is readers can easily keep content close by for future reference. Try saving a radio or television ad or cutting it out and putting it on your refrigerator. Print ads also have a way of “going viral” in that a newspaper can wind up in the waiting room of a doctor’s office and the ads inside will be viewed by many, many people over the course of the week.

Great Flexibility

With newspaper ads you can choose the type of ad and position (classified or feature-section) that will most effectively put your message in front of your target audience. You have great flexibility on the size of your ad, the format, and color so you can achieve the desired impact.

Why Local Newspapers Edge National Papers Outhomepage-image-web

Local newspapers provide a special kind of connection with consumers. While national papers provide a window to a broader world, local papers connect residents to their community and to each other.

According to the 2013 Community Newspaper Readership Study conducted by The Reynolds Journalism Institute (RJI) on behalf of National Newspaper Association (NNA), about two-thirds or 67% of residents in small U.S. communities read their local paper from one to seven days per week. The study concluded that local newspapers continue to be the primary source of information for consumers living in small towns and cities across the country.

Looking further into the numbers, 94% of responders agreed their local paper was informative; 80% said they and their families looked forward to reading the newspaper; 78% said they relied on their local papers for local news and information; and 72% said the newspapers entertained them. The findings of this study suggest the perceived value of local newspapers and the important role they play in community members’ lives is a true asset to advertisers.

Sure, national ads offer more exposure, more eyeballs on your ad (possibly) but that exposure and those eyeballs may not mean a hill of beans if you don’t get a return on your initial investment. The truth is most small businesses’ ad spend would be much better served in local papers.

Another benefit of local newspaper advertising is the rapid turnaround on production changes. If you need to make last-minute changes to your ad (and it’s bound to happen at some point in your campaign), the newspaper’s advertising department can usually get the job done quickly and not throw you any shade in the process.

As you know, we’re big fans of advertising in the newspaper and know firsthand the benefits print ads bring to our clients. Whether you choose to go national or local, we believe newspaper advertising should be the cornerstone of any campaign.

Download this fact sheet and learn 10 reasons why newspapers are still an effective advertising channel.

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Topics: newspaper advertising, local newspaper advertising

Local Newspaper Advertising: Are We onto Something or on Something?

Posted by Hannah Hill on Tue, Feb 04, 2014 @ 01:41 PM

Advertising in the local newspaper is by no means a novel idea, but it can still deliver results for advertisers and therefore deserves a portion of your advertising budget. Included below are five ways to increase the effectiveness of your local newspaper advertising campaigns.

Target Specific Sections of the Newspaper

If your goal is to maximize exposure for your brand, target the Main News section of the local newspaper. It’s the section most people start with when they sit down with a cup of coffee on a Sunday morning. I say most people because my husband usually reads the comics andLocal Newspaper Advertising:  Are we onto something or on something? then the news, but hey, everyone has different priorities. Readers will be most receptive to your ad if it aligns with relevant content, so be strategic with ad placement. If you’re a local sports retailer, advertise your products in the Sports section. Likewise, an ad for an upcoming Broadway production belongs in the Entertainment or Arts section to increase effectiveness.

Invest in Color

Life is better in color, or at least Dorothy and Toto thought so. Loosen your grip on the purse strings and turn your back on black and white ads for a while. Invest in color for your next advertising campaign and see what happens. At the very least, consider a two-color advertisement as it will attract more attention. Our eyes tend to gravitate to the most visually appealing content on the page, whether advertisement or editorial, so keep that in mind when you or your creative team designs your next newspaper advertisement.

Use a Stronger Call-to-Action

If you are not getting the desired response, maybe it’s the result of a weak call-to-action or lack thereof. If you think your CTA is strong enough as is, think again. Popeye was a pretty strong guy, but he still guzzled spinach left and right. Let that be a lesson to you. Take a look at your current newspaper ad and make sure your CTA is prominently placed. Don’t be afraid to include your web address or phone number more than once. It’ll increase the likelihood that a reader notices it and takes action.

Increase Ad Frequency

There are a couple good reasons to increase the frequency of your ads in the local newspaper. The first of these is the benefit of increased awareness. The more often consumers are reminded of your product or service, the more likely it will be top of mind when they realize they have a want or need. It is said that consumers finally notice your ad just about the time it starts driving you nuts. Another benefit to increasing ad frequency is saving money. Local newspapers are often willing to discount ad space when advertisers commit to running multiple times throughout the year. It’s common to see frequency discounts when you place your ads 4x, 13x, 26x or 52x, so take advantage of saving a little dough and ramp up your presence in the local newspaper.

Local Newspaper Advertising:  Are we onto something or on something?Don’t Ignore Local Newspaper Websites

Increase visibility for your product or service when you advertise on your local newspaper’s website in addition to the more traditional hard copy. We’ve found that an integrated advertising strategy works best, so trust us on this one. Do a combined print and digital buy for your next campaign and measure the results. While daily newspapers are still read by nearly 40 percent of U.S. adults, time spent online continues to rise. That being said, capitalize on newspaper advertising when you buy both print and digital ad space.

If you need further convincing you should be advertising your product or service in the local newspaper, read this. Then give us a call when you are ready to plan your next advertising campaign.

Download Proven Methods for Reaching Affluent and Educated Consumers  Download the CMO's Guide to Media Buying

RELATED POSTS:

1. The ABCs of Local Newspaper Advertising

2. Local Newspaper Advertising—What’s Not to Love?

3. Local Advertising for Dummies

4. Local Advertising Tips from Saturday Night Live

5. The Three Things James Bond Has Taught Us About Local Advertising

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+.

Topics: local newspaper advertising

The ABCs of Local Newspaper Advertising

Posted by Hannah Hill on Tue, Mar 05, 2013 @ 12:30 PM

I know you know your ABCs, but can you sing the ABCs of local newspaper advertising? Yea, I didn’t think so. Read (or sing) through the following list of local newspaper advertising from A to Z.

The ABCs of Local Newspaper AdvertisingA is for advertising, local newspaper advertising to be exact. Buying ad space in your local newspaper is a smart move for nearly any advertiser.

B is for bargain. Advertising in local newspapers can be more affordable than running ads in larger national newspapers.

C is for circulation. While newspaper circulation has declined in recent years, readership has remained strong, especially for the Sunday newspaper. Click here to learn the 5 reasons the Minneapolis-based Star Tribune is growing print and digital circulation.

D is for demographics. Did you know the most affluent and educated consumers read the newspaper on a regular basis? Download this white paper to learn how to maximize one of the most overlooked advertising channels: newspapers.

E is for effective. Newspaper advertising is one of the most effective ways to reach consumers.

F is for future, as in Newspaper of the Future. Frank N. Magid Associates, Inc. has developed the Newspaper of the Future program to focus on the future of the industry. Check out this blog post to learn more.

G is for gazette, a word commonly used in local newspaper mastheads. (Random trivia: The newspaper term ‘gazette’ has been around since the 17th century.)

H is for humorous. When is the last time you read the funny pages? Pick up a newspaper and turn to the comic section the next time you need a good laugh. Take a look at the preprints while you’re at it.

I is for inserts. Inserts, also called preprints, are one of the main reasons some people purchase their local newspaper. In fact, according to a recent study, more than 50 percent of Baby Boomers, Generation X and Millennials would shop less without newspaper inserts.

J is for jackpot. I’m not talking Vegas-rich, but if you start advertising in your local newspaper and new customers start rolling in, it might feel like you’ve hit the jackpot.

K is for karma. Don’t be one of those people who say newspapers are dying. Karma is a you-know-what.

L is for local newspaper advertising, what else? Well, maybe love. Did you see our Valentine’s Day-themed blog post titled ‘Local Newspaper Advertising—What’s Not to Love?

M is for masthead. A newspaper masthead includes the name of the publication and usually appears at the top of the front page.

N is for newspaper. Enough said.

O is for opportunity. If you aren’t currently advertising in your local newspaper, then the opportunity is yours. What are you waiting for?

P is for print. Did you know print media is the most trusted source for news? Take a look at our research report titled ‘Ten Benefits of Local Advertising’ to learn more.

Q is for quiet, something the newspaper industry is not as of late. There’s a lot being said about the future of print media and what publications need to do to survive in the digital age.

R is for ROP or run-of-paper. This type of advertisement may be placed anywhere within the pages of a newspaper.

S is for scoop. People read their local newspapers to ‘get the scoop’ and find out what is happening in their communities. When you advertise in local newspapers, you increase your visibility.

T is for targeting your audience. When you advertise in local newspapers you have the ability to reach hyperlocal targets.

U is for under-utilized. Local newspaper advertising isn’t being used nearly as much as it should be, given the potential benefits.

V is for versatile. Newspapers need to be versatile and ready and willing to take risks to continue to turn a profit. Take a look at this blog post to learn how four different newspapers have recently embraced versatility.

W is for weekly newspapers. There are more than 4,300 weekly publications in the United States in 210 markets that reach nearly 100 million readers. And you’re not advertising in weekly newspapers because??

X is for eXtra, eXtra, read all about it! Okay, that was a stretch, but it works. People still read the newspaper, especially the local newspaper, so it’s a great way to reach local markets.

Y is yelling, which is what a lot of advertisers try to do to interrupt television viewing or radioNewspapers are black and white just like zebras listening. Newspaper advertising is welcomed and sought out. It’s like a peaceful conversation with an old friend.

Z is for zebra. Newspapers are black and white, just like zebras. If you’ve got a better ‘z’ term to complete this list, please let me know in the comments section.

There you have it, the ABCs of local newspaper advertising. Keep this list handy if you ever question the benefits of advertising in your local newspaper.

Free Local Media Analysis - Request Now!

Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.

Topics: newspaper advertising, local advertising, local newspaper advertising

Local Newspaper Advertising—What’s Not to Love?

Posted by Hannah Hill on Tue, Feb 12, 2013 @ 02:20 PM

Love is in the air. Can you feel it? It might even sting a bit if you are lucky enough to get shot by one of Cupid’s arrows. With Valentine’s Day just around the corner, let’s devote a little time to the most loved advertising medium of all time: newspapers. Newspapers have been the go-cupidto medium for news and advertisements for hundreds of years. Many consumers rely on newspapers to aid in product buying decisions, so they are still a viable outlet for advertisers. For the remainder of this post, let’s narrow our focus to the local level and spend some time talking about the advantages of advertising in a local newspaper.

Advertising in local newspapers can be more affordable than running ads in a larger national newspaper like The Wall Street Journal or The Washington Post, so it’s a good place to start. Local newspapers allow you to take advantage of ad rates friendly to your budget which also gives you the opportunity to experiment with your ad dollars. With the money you’ll save using local newspapers as opposed to a radio or television advertisement, you’ll be able to purchase larger ads, run more frequently or even make the switch from black and white (B&W) to four-color (4C). The varying ad sizes offered by the paper enable you to create an ad that fits your budget, and don’t be scared by the rate card. Local newspapers more often than not have room for negotiation, sometimes more than their larger counterparts. Also, when you commit to buying a number of ads during the course of the year, you could qualify for rate discounts based on frequency, making local newspaper advertising even more affordable.

Targeting your audience is a critical step in the advertising process across all forms of media.
Creating ads specific to a particular demographic is important, but your efforts aren’t going to be fruitful unless you get those ads in front of the right target at the right time. Newspapers local newspaper advertisingare still one of the most effective ways to reach consumers. Did you know newspapers can help you reach one of the most sought after demographics, the wealthy? Download our white paper to learn proven methods for reaching affluent and educated consumers and how you can maximize the most overlooked advertising channel. When you advertise in local newspapers you have the ability to take targeting your audience to the next level through a variety of tools, including ZIP code analysis. Using the knowledge gained from performing a ZIP code analysis, you will be able to reach hyperlocal targets through the local newspaper. Once you’ve nailed down a targeting strategy and are seeing results at the local level, then it might make sense to explore the idea of advertising in other markets.

Newspaper ads have another thing going for them: they aren’t as intrusive as say a TV commercial or an online pop-up ad. Plus, many newspaper readers go directly to the ad section as soon as their newspaper is delivered in search of good deals and coupons. When ads are expected in any form of media, the reader/listener/viewer is more engaged and receptive to ad content.

Now you should have all the more reason to love local newspaper advertising. It’s affordable,Local newspaper advertising, BE MINE targeted and effective. Thanks to a box of Necco’s Sweethearts, I have this to say, “Local newspaper advertising, BE MINE.” 

Free Local Media Analysis - Request Now!

Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.

Topics: newspaper advertising, print advertising, local advertising solutions, local advertising, local newspaper advertising