Page 109 - 4188

107

Advantages – Newspapers have a wide array of editorial topic
selection to match what you are advertising.
For example, if you are selling car parts, you
can place your ad in the paper’s cars and autos

section, or have it placed next to news stories
about cars. Newspapers also have international
news, local news, etc., all of which help you

focus your advertising effort.
– Newspapers can insert your catalogue, flyer or
whatever pre-printed materials you might have.

– You can use them to distribute reader response
items, such as coupons, contest entry forms,
surveys, and other such things.

– Newspapers can reach large numbers of people,
depending on circulation. Large urban dailies,
for example, may easily reach 1 or 2 million
potential buyers overnight.

– They are available nationally, regionally, or
locally.
– Newspapers allow you to reach possible non-

readers who might be part of your secondary
target audience.
– They tend to be cheaper than other media,
depending on a number of variables.

– Newspaper ads are easier to produce, and thus
less costly. A TV ad, for example, may require
special effects, actors and video footage, etc.

– Newspaper advertising is good for repeat
exposure, a vital element of effective
advertising. Readers need to see something an
average of six to eight times before they “see”

an ad or respond to it.