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Table 3.3
Pros and Cons of Advertising in Newspapers
Disadvantages – Newspapers tend to charge relatively high-cost
premiums for less than full-run purchases.
– They are flat, and more than literally. In other
words, they don’t beep, squeak, blast and make
noise as do radio and TV.
– They do not have the reach other media forms,
such as national magazines.
– They are not conducive to last minute changes
because of tight printing schedules.
– Newspapers do not produce as high a frequency
level as other media forms.
– Large space ads are very expensive and their
longevity is fleeting.
– Ads in newspaper tend to compete heavily with
other ads on the page. Clutter is not good for
your ad, but in a newspaper, there is usually a
lot of clutter.
– Use of color does not equal that of magazine
color quality.
– They tend to deliver only to an adult audience.
If you have products targeted at teens or even
college students, a newspaper probably won’t
reach these people.
– Newspapers are usually only viewed by one
person at a time.
