Advantages to newspaper advertising include the following Inexpensive to produce: A little research and know-how are often all thats needed to create a targeted, successful ad. Easy to switch out. If you have a regular ad in your local paper and want to change it to reflect a seasonal sale, a new coupon, or a new product, you can usually do so rather easily. Different rates and sizes. Look at the various sizes of ads in the newspapers you are considering running ads in. Newspapers normally have several standard sizes. Some standard sizes include quarter-page, half-page and full-page. Ads also run horizontally or vertically. The bigger the ad, the more it will cost. Determine which size might work for your message.Disadvantages to newspaper advertising include the following: Limited readership. This is especially true nowadays when more and more people are eschewing print publications for online electronic versions. Poor printed image quality. This can be a problem if you sell high-end clothing or your services as a portrait artist. In such instances, try to drive readers to your Web site where you should have hi-resolution images or play up discounted pricing. No control over ad placement. Oftentimes newspapers wont guarantee premium placement on any given page. That can be a problem if your competitor advertises in the same space.Magazine AdvertisingIf you have more to spend on print advertising, consider placing ads in magazines. Whereas the goal of newspaper advertising is to communicate a specific offer, the goal of magazine ads is usually more about enhancing and sustaining brand image.Magazine ads require you to consider your brand image and how you want to portray that image to your target audience. Advertising agencies specialize in creating such ads, but they arent cheap and most dont accept one-off jobs. If you decide to design and write your ad yourself, pore through the periodicals in which you intend to advertise and scrutinize your competitors ads.Advantages to magazine advertising include the following: Access to a specific customer base. While anyone might subscribe to a local newspaper, only car enthusiasts subscribe to Car and Driver. Magazine ads allow you to better reach your target audience. More bang for your buck. Readers dont discard magazines as quickly as they do newspapers, so your ad will be relevant for a longer period of time. Help brand your business. Magazine printing methods allow for higher resolution images and better color options, which allow you to build your brand image in a positive way. Just the fact that you are advertising in a magazine gives your company a certain professional cachet.Disadvantages to magazine advertising include the following: Ads can be expensive. Magazine advertising is usually pricier than newspaper advertising. Tricky to schedule. Many magazines come out just once a month, or even every three months, and to meet their deadlines its often necessary to have ads completed six months before theyll actually appear. Newspapers have historically played an integral role in the growth of large cities and small communities. As each city or town grew, its newspaper showcased more businesses' products and services through paid advertisements. Newspaper ads have enabled businesses to reach large potential markets for a fixed cost and to target specific consumer groups by placing ads in dedicated sections. For example, a sporting goods store's ad would logically appear in the newspaper's sports section. These positive newspaper attributes are countered by downsides each business and consumer should objectively evaluate. Ads by Google Download Free Apps Thousands of Free Apps & Games for Android Phones. Try Install Now ! www.mobogenie.com/Android-Manager Media Competition Newspapers face unrelenting competition from other consumer information sources. Cable television provides 24-hour-a-day news along with in-depth coverage of major events and news stories. Broadcast and cable channel Internet sites often cover additional story angles and frequently update content in close to real time. In contrast, a newspaper operates on non-negotiable production deadlines that limit the freshness of its content. This reduced ability to provide current news, plus readers' tendency to only view select newspaper sections, has helped drive a decline in overall newspaper circulation. Low Younger-Market Readership Younger consumers often receive news, entertainment information and shopping opportunities via computers and portable electronic devices. These highly mobile media meet younger adults' needs effectively, meaning that these consumers rarely have a need or desire to browse a newspaper. Former newspaper executive James Hopson does not entertain much hope this situation will change. In March 2010, Hopson recognized the collective reluctance of consumers under 40 to purchase or subscribe to newspapers. Writing for an American Society of News Editors audience, Hopson predicted that newspaper readership would continue to decline as older readers are not joined by younger ones. Related Reading:Newspaper Advertising Advice Short Shelf Life Newspaper frequency varies from medium- and large-city dailies to community newspapers that print weekly or bimonthly. Newspaper advertisements' short shelf life considerably limits each advertiser's ability to reach its target audience. Daily newspapers are especially affected, as readers may toss only a cursory glance at each day's paper before running out the door to work. If the reader does not read the paper by the end of that day, ads that feature daily specials will be obsolete. Some advertisers may lack funds to advertise frequently, which makes it even less likely the business will reach its potential customers. Ad Clutter Newspaper pages often mix ads with editorial content, although some pages are devoted solely to advertising. A reader can easily focus on a full-page ad since no other ads compete for his attention. In contrast, a page's multiple ads create visual clutter and competing messages. Advertisers, especially businesses with small or unimaginative ads, risk having their ad completely passed over while the reader engages with larger or more interesting graphics. Readers viewing multiple ads may also subconsciously spend less time on each individual ad.The Benefits of Newspaper Advertising(Return to the Monitor Market Power page.)At a time when TV and radio audiences are fragmented and direct mail costs are rising, nothing beats a daily newspaper for reach, affordability, flexibility and impact.

ReachNewspapers offer the broadest reach of any mass medium: An average issue of a daily or Sunday newspaper reaches more adults than an average half-hour of prime-time television. In central NH, the Monitor's daily and Sunday readership ismore than three timesthe number of people who listen to the region's most-popular radio station. You can hit every household with direct mail, but is anyone paying attention? Research indicates anywhere from half to three-quarters of all direct mail goes straight to the trash, unopened and unread. But newspaper ads and circulars are sought out by consumers.More info: Learn more about theMonitors reachin central NH. Read an impartial comparison of the benefits ofradio and newspaper advertising.

Affordability Newspaper advertising costs less per thousand readers than TV, direct mail and radio advertising. Newspaper campaigns require no out-of-pocket costs for creative materials. Well even build your ad for free. Newspaper campaigns can be tailored to any budget. The medium offers a variety of ad sizes to fit your budget ad goals, from a one-column-inch ad to two full-page ads side by side called a double-truck. Because newspaper advertising is so affordable, it is an ideal medium to build top of mind awareness with frequency campaigns.More info: Learn how to compare the cost of newspaper advertising to other media.

Flexibility & timeliness Newspapers offer enormous flexibility in content, design, placement and frequency. Plus, newspapers are a rapid response medium you can refine your message or change your whole campaign in just two days. Ads can be almost any size and shape, including L-shapes and wraparounds. Add color to make your ad pop off the page. With newspaper advertising, you can easily schedule a campaign around your key selling cycle. Short lead times make it possible to change your messages quickly to respond to real-world events and opportunities.

Impact and effectiveness Newspaper advertising has proven its effectiveness over time. Readers look for and forward to ads in newspapers, whereas they often resent advertising in other media. Readers rely on newspapers for shopping information more than other media. Combining text and visuals, well-designed newspaper ads engage your customers on many levels emotional and intellectual. Newspaper ad design is versatile. You can use blockbuster spreads to command attention. Newspaper ads have the ability to communicate lengthy, complex or detailed information and descriptions. Regular weekly sections offer opportunities to target like-minded readers in an environment that supports your message. Occasional special publications reach even more like-minded readers. Newspaper advertising is more trusted than many other forms of advertising.What are the Advantages and Disadvantages to Newspaper Advertising?The advantages and disadvantages of newspaper advertising are clear. Lets face facts; print media is on its way out. Across the country, many newspapers such as Denvers Rocky Mountain News have been eliminated due to lack of readership. Having more than one major newspaper simply isnt cost effective in most metro areas. Modern day Americans simply havent the time or dont make the time to read the newspaper. They get their news from television, radio or the internet. Nevertheless, some advantages to newspaper advertising remain.The cost of placing a typical ad in the classified section of the newspaper is minimal. Your ad will be categorized according to its content for easy reference. In a large metro area, this can be a disadvantage as well. Your ad may get lost in the shuffle unless you make it stand out. The use of color and bold print considerably increase the effectiveness of the ad unfortunately, the cost of placing a large full page color ad can be quite expensive. A long term commitment gets you the best price. What if this is a onetime ad? Are there any other advantages to newspaper advertising?Newspaper advertising allows the business owner to choose from a wide variety of options. There are classified ads, full page ads, color ads, black and white ads, different types of print and more. Johnnys Old Time Diner can opt for a print only ad. Johnny may also choose an ad with pictures and a menu. This makes it simple to place ads based on your advertising budget. You can also make changes to the ad on a daily basis. Newspaper ads allow businesses to effectively and quickly promote last minute sales. Readers can clip coupons with ease. On the other hand, what are you really getting for your money? Will your ad reach enough people to be worth the cost?Visibility can be one of the advantages of newspaper advertising. As mentioned above, your classified ad will be categorized. Larger ads are placed next to related news. This makes them easy to find. On the other hand, readership is down for most forms of print media. With less people reading the newspaper, advertising is not as visible as it once was. In order to make your newspaper advertising successful, you must often compete against those with larger advertising budgets. This is a definite disadvantage to newspaper advertising. What about advertising in small towns? Is this a more effective strategy?Advertising in small town newspapers may be advantageous for local businesses. There are fewer ads placed in small town papers. This makes individual ads more visible. Its also less likely that additional advertising techniques such as bold print and multiple colors will be needed. On the other hand, one of the disadvantages to small town newspaper advertising is that there are fewer people to read your ad. Not only that, but technology is rapidly overtaking small towns. Dont be so sure that business across the street isnt internet savvy. Chances are the more successful small town businesses already use other Medias for their advertising. This could leave your business out in the cold.The newspaper your ad is in will be read only once, and then tossed in the recycling pile. This can be a strong disadvantage to newspaper advertising. The average time spent reading the newspaper is about 10 to 20 minutes. What are the odds someone will see the ad you have placed during this time period? How many people actually read the newspaper anymore? What are the advantages of placing newspaper advertising that few people ever read? Isnt it better to spend a little more money on advertising and make a lot more profit? Newspaper advertising is a choice that must be carefully considered. For the right business, and the right type of advertising campaign, newspaper advertising can be beneficial. But print media is on the way out, so weigh your options carefully.This entry was posted on Monday, June 6th, 2011 at 3:14 pm and is filed underNewspaper. You can follow any responses to this entry through theRSS 2.0feed. Both comments and pings are currently closed.NEWSPAPER ADVERTISINGEvery advertising medium has characteristics that give itnatural advantages and limitations. As you look through yournewspaper(s), you'll notice some businesses that advertiseregularly. Observe who they are and how they advertise theirproducts and services. More than likely, their advertisinginvestment is working if it's selling!Some Advantages in Newspaper AdvertisingAlmost every home in the United States receives a newspaper,either by newsstand or home delivery. Reading the newspaper is ahabit for most families. And, there is something for everybody--sports, comics, crosswords, news, classifieds, etc. You can reachcertain types of people by placing your ad in different sections ofthe paper. People expect advertising in the newspaper. In fact,many people buy the paper just to read the ads from thesupermarket, movies or department stores.Unlike advertising on TV and radio, advertising in thenewspaper can be examined at your leisure. A newspaper ad cancontain details, such as prices and telephone numbers or coupons.There are many advantages to advertising in the newspaper.From the advertiser's point-of-view, newspaper advertising can beconvenient because production changes can be made quickly, ifnecessary, and you can often insert a new advertisement on shortnotice. Another advantage is the large variety of ad sizesnewspaper advertising offers. Even though you may not have a lot ofmoney in your budget, you can still place a series of small ads,without making a sacrifice.Some Disadvantages with Newspaper AdvertisingAdvertising in the newspaper offers many advantages, but it isnot without its inherent disadvantages, such as:1. Newspapers usually are read once and stay in the house for just a day.2. The print quality of newspapers isn't always the best, especially for photographs. So use simple artwork and line drawings for best results.3. The page size of a newspaper is fairly large and small ads can look minuscule.4. Your ad has to compete with other ads for the reader's attention.5. You're not assured that every person who gets the newspaper will read your ad. They may not read the section you advertised in, or they may simply have skipped the page because there wasn't any interesting news on it.How Should I Work with my Newspaper Representative?Every newspaper has its own sales staff, and you're normallyappointed your personal newspaper "Sales Representative." Anewspaper sales rep can be very helpful. He or she can keep youposted on special sections or promotions that may apply to yourbusiness, but always keep in mind it is the sales rep's job to sellyou advertising.Your sales rep might say that the newspaper can layout any ofyour ads, pre-prepared or not. But these ads are assembly lineproducts and are not often very creative or eye-catching. Considerusing an artist or agency for your ads.In addition, your sales rep can sometimes be instrumental inmaking sure your story or upcoming announcement "finds" the rightreporter because the relationship between the advertising andeditorial staff is chummier than most people think, even thoughthey claim total anonymity.Buying Newspaper Advertising SpaceSince the Expanded Standard Advertising Unit System wasadopted back in 1984, it is now easier to buy advertising space innewspapers. Advertising is sold by column and inch, instead of justline rates. You can determine the size ad you want just by lookingin the newspaper in which you want to advertise. If you can'tlocate an ad that's the size you want, just measure the columnsacross and the inches down. For example, an ad that measures 3columns across and 7 inches down would be a 21 inch ad. If the inchrate is $45.67, your ad would cost $959.07. In case your newspaperis still on the line rate system, remember there are 14 lines to aninch. So, if the line rate is $3.75, multiply it by 14 and you willhave the cost of an inch rate. (the rate would be $45.50 an inch.)Here are some other things to remember:1. Newspaper circulation drops on Saturdays and increases onSundays, which is also the day a newspaper is read most thoroughly.2. Position is important, so specify in what section youwant your ad to appear. Sometimes there's a surcharge forexact position...but don't be afraid to pay for it if you need it.3. Request an outside position for ads that have coupons.That makes them easier to cut out.4. If a newspaper is delivered twice daily(morning/evening), it often offers "combination" rates ordiscounts for advertising in both papers, You usually canreach more readers, so this kind of advertising may besomething to consider.Other important tips to remember are:* Before you advertise, have in mind a definite plan for what it is you want to sell.* Create short, descriptive copy for your ad. Include prices if applicable.Consider using a copywriter or ask your newspaper for free copy assistance.* Face your products toward the inside of the ad. If the product you want to use faces right, change your copy layout to the left.* Be sure to include your company name and logo, address and telephone number in the ad.* Neat, uncluttered and orderly ads encourage readership.Don't try to crowd everything you can in the layoutspace. If the newspaper helps you with the layout, besure to request a proof of the final version so you canapprove it or make changes before it is printed.Always make sure you are satisfied with what your advertising says and how it looks before it goes to print.he Disadvantages of Advertising in the NewspaperbyLaura Scott, Demand Media inShare Share RSS Email

More Articles The Disadvantages of Traditional Advertising Newspaper Advertising Advice How to Sell Community Newspaper Advertising Newspaper Advertising Placement TipsOne of the big headlines about newspapers in 2012 announced that the industry had lost half of its print ad revenue. Businesses and other advertisers who had spent $40 billion on ads in 2006 were paying just $20 billion for full-page spreads, inserts, display ads and classifieds. Newspaper advertising is still a viable medium for small businesses to get out the word about sales, discounts and new products, but before small business owners invest in newsprint advertising, they should be aware of its limitations and disadvantages.Sponsored LinkGet New Customers Onlinewww.google.com/AdWordsAdvertise On Google. Get 2000 INR Advertising Credit When You Sign-UpDemographicsNewspaper demographics may be a drawback for some small businesses anticipating broad-based exposure through their ad. Readership has been dropping steadily, and ads for businesses that cater to younger consumers are reaching a fraction of that target audience. According to the Pew Research Centers Excellence in Journalism Project, in a 2011 survey only 31 percent of respondents ages 25 to 34 said they read a daily newspaper. Older people had remained more loyal to newspapers, but even readers ages 54 to 65 had dwindled to 49 percent.ClutterNewspaper ads appear on large, busy pages of type and can easily be overlooked by readers. Newspapers sell retail ads that appear throughout the paper interspersed with news reports and photos. Retails ads are typically stacked in a cluster at the bottom of each page where they compete with one another, and with the news content, for the readers attention. Businesses can also buy classified ads that run in the classified section, which is devoted exclusively to a mix of different styles of advertising. While the classified section draws readers who are looking for products or services, unless ads are large and bold they can be lost in a sea of small grey type.Related Reading:The Disadvantages of Personalized AdvertisingReproduction QaulityPrint ads rely on visual elements to capture a readers attention. According to Scott Young of Perception Research Services, a New Jersey based consulting firm that specializes in marketing communication, readers are engaged and guided by an ads dominant image. The limited reproduction quality of newsprint is a disadvantage for ads that use detailed photos or illustrations. Small businesses that rely on smaller and more affordable display ads that are one-quarter or one-eighth of a page and have limited color may have problems with photos and images that fail to accurately represent products.Limited ExposureDaily newspapers have a brief shelf life. A small business can invest a significant amount of its advertising budget in a one-shot ad that has 24 hours to reach an audience. Weekly newspapers hang around on kitchen counters a little longer before they are tossed into recycling bins, but circulation tends to be much smaller. Although some businesses try to offset the short life span of a newspaper ad by requesting a plum spot in the A-section, newspapers typically sell "run-of-the-paper" ads, which means an ad can be placed wherever production crews find space. Newspapers may try to give an ad a prominent spot, but there are often no guarantees. Some papers sell prime placements for ads, but they charge higher rates.Sponsored LinksNewspaper advertising works on the fundamental of building trust and confidence with the readers. According to Webwindows, a leading media agency in the UK, your choice of the newspaper, and the content and design of the advertisement should be such that it wins over the trust of the reader at the first go. Webwindows supports it case by stating that recent studies all point to the fact that a well drafted classified advertisement placed in the right newspaper opens up the doors to success. According to Webwindows, newspapers over a period have built a strong level of trust and confidence in the people which is unmatched by any other form of media. Webwindows further states that while online media has its use, for advertising newspaper is the best medium. Webwindows feels that online media can be used for making purchases simply because it gives the customers the opportunity to shop at any time of the day or night from the comforts of their homes. To advertise, Webwindows recommends people should use the offline media.

According to Webwindows people read newspapers for relaxation and when they do that, they love to browse through advertisements and if for nothing else but for the sake of curiosity. So even if they don't want to buy a product at a particular point of time, Webwindows says that they encircle the ad or keep it for future reference. This according to Webwindows is the power of newspaper advertising. It is precisely because of this Webwindows is dedicated to serve online companies and provide them result-oriented and cost effective advertisement strategies. UK's leading media agency, Webwindows, offers specialized services in ad design and placement strategies. Webwindows has a signature page, the Webwindows page that appears as a colored weekend supplement in seven newspapers and magazines of UK which helps online companies reach to a large readership base of 5 million readers.

Webwindows feels that newspapers provide you just the right platform to advertise your products and services and make a strong presence among the readers. Newspapers have a large readership and it is the preferred medium of acquainting oneself with information. Therefore Webwindows feels that newspapers have a great power to build brand awareness. Newspapers, according to Webwindows, can help you introduce your company in a positive light by making a prompt impact and a long lasting effect.

According to Webwindows, newspapers have the greatest impact because of the following reasons:

1.Experts say the greater the exposure of the advertisement, the longer is the period of its impact among the readers. Therefore Webwindows feels if an advertisement stays in the memory of a consumer for a longer time, chances are quite probable that he might opt for purchasing or availing your services as and when required. This counts for higher sales and brand awareness.

2.A newspaper reader is so involved in his reading that sometimes the content in the advertisements creates an emotional impact on him. It is this power of being able to evoke an emotional response with the reader that goes in favour of newspaper advertising.

3.In other media, especially online media, people get perturbed by the distractions in the form of pop-ups and other advertisement forms that keep flashing on and off the screen. In fact Webwindows points out that instead of having any favourable impact, these ads serve to distract the readers. However newspapers, point out Webwindows, involves a focused reading where there are no disturbing and unwanted flashes of advertisements. As there is no distance between the reader and the story it seems that the reader actually undergoes all the emotions in the story himself, leading to increase in the trust factor. Taking advantage of this trust quotient, advertisers cash on newspapers to send their messages loud and clear among the readers.

It has been proved time and again that that the level of trust and confidence associated with the newspapers are much more than any other media. Basing their strategies on the same principal, Webwindows provide integrated and the most effective ad composition and placement strategies that assists businesses to develop a positive relationship with the readers. In fact Webwindows has a dedicated page, the Webwindows page that appears in seven leading newspapers in the UK. The advantage of advertising in the Webwindows page is that your ad is read by over five million people per week and these are the people who are looking to buy products and services online. The Webwindows page is extremely popular with the readers who now know that this is the best place to look for online companies offering products and services they are looking for. As already pointed out, the Webwindows page appears in seven leading newspapers. The Webwindows executives can guide you as to which newspaper would best meet your requirements.