It can be argued that printed advertising is coming to an end. Some also say that printed documents or advertising is no longer as effective as it used to be. Despite the advancements made with technology, printed advertising and documents still have a purpose in our lives.
Newspaper and printed media sales have declined over the last decade due to the availability of technology media. Never before has the newspaper and celebrity magazines been as easily accessed as on the screen of a computer or phone. However, there are still people who enjoy reading the paper every Sunday. Today we are going to analyze whether it’s worth advertising on paper when we could be advertising online and reach a larger audience.
- Targeting consumers in a particular geographic location is considerably easier. No more guessing and hoping that the advertising the proper eyes. Typically, newspapers are published in local areas, across the state, or a national level. If you are trying to reach your local audience, then publishing an advertisement in your local paper will result in more eyes seeing and responding to your ad.
- A variety of sizes and exposures are available in your local paper. You can be as creative as you want. You can put big stickers in your car and make one of your suvs look really cool.
- Some paper offices will even offer to help you formulate the perfect advertisement fine tune it to make sure that you gain the most exposure possible. Sometimes, though, this help won’t achieve the same results as an advertising agency that has years and plenty of experience behind them. Accepting help from the newspaper office is still free and should be accepted if offered.
- Paper advertising often is short on lead time and can help you review it before it goes on your car will allow you to tweak your ad to suit the market and economy. Every advertisement should be tweaked to suit the current condition of the market. Avoid using a one size fits all ad.
- To gain extra exposure, you may be able to consult with the advertisement office to see if you can purchase a special area of the paper for your ad. Keep in mind that certain areas such as the middle or top of the page will cost you a pretty penny, but its well worth it in the long run. If a column is featuring a subject that is related to your ad, consider contacting the paper to see if you can run your ad alongside that column for additional exposure. Most of the time they’ll allow it and sometimes you may not have to pay a penny.
- Newspaper advertising still has the advantage of costing less than, say advertising on the tv or on the internet. It’s up to you to decide if advertising in the newspaper is worth it to you and your business.
With all advantages come disadvantages.
Let’s take a look at some of the disadvantages:
- Just about every newspaper has started to observe their readership decline. Most people find it more convenient and easier to click on advertisements on the web to find whatever they’re looking for. This isn’t always the case and you may want to consider running a test advertisement just to make sure that this form of advertising is right for you.
- Sometimes there’s too much distractions in the paper for your ad to stand out. All the words look blended together and it may be hard to tell up from down. You can get around this by making yourself distinguishable by using loud designs or finding a way to draw attention to your ad somehow.
- Creativity is limited with a paper. Despite having come a long ways from what the paper use to be, the paper is still gray and bland to look at.
- Newspapers are constantly in your face. This makes it easier for not just your targeted audience to pick up, but possible competitors as well. If you run an advertisement for a sale, don’t be surprised if your competitor copies and pastes your same sale in their ad.
Despite many of the drawbacks and potential hang ups by using a local paper or paper to advertise your services or your company, the benefits may outweigh the drawbacks if you don’t depend entirely on paper advertising for your company. Instead, maybe use this form of advertising on the side of your regular advertising campaign to reach out to potential clients. This is how Toyota did a 2015 corolla review on paper.