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The SKINNY on Newspaper Advertising

Using the paper is considered gospel by many
people in business. Use it wisely and it can be a
good tool.

Remember, newspapers are passive, non intrusive
media. They tend to reach only buyers who are
looking for the product. They are poor at reaching
prospects before the need arises.

Think about it, there are few times you have been
driven to go to a store to buy a product you never
heard of because you saw an ad in the paper. You
had to have an earlier impression about the
product for the newspaper ad to point you to the
location to buy it.

There are 4 ways to use the newspaper for
advertising.

1) Display advertising
from one column wide by 2 inches high to a full
two pages, display ads can be so numerous the news
stories have to be cut so both can live on the
page.

There is usually no protection. Competiting store
ads can be next to each other (next time you see
the paper look for tire store ads on the same
page).

When designing your ad, remember it's all about
them. Use a catchy headline and tell them what you
will do for the. Forget about your picture or your
"Number One in the District Award". Good
advertising "feels their pain".

2) Classified advertising
The effectiveness of classified ads varies by
paper and by who wrote the ad and by what the ad
is selling. Many classified sections have turned
into giant car dealer pages and huge homes for
sale sections complete with four color pictures.

The small, private, "gotta sell my Bow-Flex" ads
can be lost in a giant classified section. Many
shoppers and Nickle Savers have smaller, and
cheaper, classified sections.

Some small business operators find success with a
series of small classified ads. Small blurps tend
to build "top of mind awareness". A cheap way to
keep your name out there.

3) Tabs and special sections
Tabs, the cash cow for newspapers, are
manufactured events designed to sell ads. Progress
Editon. Easter Shopping Special. Dollar Days. You
name it, there is a


tab every idea.

Typically a tab is the regular paper page turned
sideways (landscape) and folded in half.

Tabs get ad-on advertising dollars from existing
clients and offer one time only exposure to those
who don't normally use the paper (i.e. the giant
corporate ads in every Progress Edition). Most
papers have so many tabs, they print an
advertising calendar.

Understand them for what they are, vehicles to get
extra bucks from you. If you want to be in one,
rearrange your budget, don't ad to it.

4) Inserts and stuffers
Some Sunday papers weight 4 to 5 pounds each,
mostly for the weight of stuffers and inserts.
Usually reserved for national advertisers and big
box stores. They print them and deliver them to
the paper and pay a per piece fee to have them
stuffed and delivered. For smaller businesses
they become cost prohibitive. Better to stick with
display ads.

Sunday papers have the biggest circulation, and ad
rates are more expensive. Regional and national
papers can be expensive, too. Local papers and
shoppers are less expensive, but nonetheless can
be a major part of a small business ad budget.

Newspaper advertising is sold by the column inch.
Different categories of ads and section placement
determine the rate and rates vary throughout the
paper. Rates also vary with advertisers, depending
on how many column inches they have agreed to buy
in a one year period. The more the cheaper.

Plan your advertising well in advance and stick to
your budget. Sell to needs, not ego and newspaper
can be your buddy.

For more about advertising, get my article
"What Does your telephone say about you?"
MailTo:TelephoneSay@BigIdeasGroup.com

About the Author

©2005 BIG Mike McDaniel, All Rights Reserved
Mike@BIGIdeasGroup.com
BIG Mike is a Small Business Consultant,
Professional Speaker and former Major Market TV
News Anchor. http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter
MailTo:subscribe-956603364@ezinedirector.net

 

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  • how to create your ezine ad campaign part 1 evaluating ezines

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  • how to profit when your product isnt selling

  • how to promote your business a 10 step guide for beginners

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  • how to promote your web site by writing articles

  • how to properly use ezine advertising conclusion

  • how to properly use ezine advertising part one

  • how to properly use ezine advertising part three

  • how to properly use ezine advertising part two

  • how to publish your own highly demand ezine

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  • how to use your google api key as your secret weapon part two

  • how to write and craft your online classified ads

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  • how well do you know your prospects take this 10 point quiz to find out

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  • hunting for niches

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  • if your sales need a shot of adrenaline maybe your easy street needs a bump

  • if you want to submit your urls to ffa pages

  • importance of marketing offline

  • improve email deliverability 15 tips for successful email marketing

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  • increase your book sales when a book for sale is no longer a book for sale

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  • index

  • industry pro interview insider secrets to building your pr campaign

  • industry pro interview marketing beyond the basics

  • inner directed marketing a new way to prosper in tough times

  • insights to advertising

  • insurance and financial services sales tactics

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  • internet 101 hitch your wagon to a star for internet success

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  • internet business doomed by grand theft

  • internet marketing avoid blind sheep mentality

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  • internet marketing in the future

  • internet marketing is confusing isnt it

  • internet marketing i dont know everything neither do you

  • internet marketing or whats that you say

  • internet marketing requires lots of patience

  • internet marketing strategy the advertising co op

  • internet marketing success requires a business plan part ii

  • internet marketing success the easy way

  • internet promotion ezines

  • internet promotion off line site promotion

  • internet success is it only a dream

  • interviews one of the easiest products to create

  • interviews with successful ezine publishers david geer

  • interviews with successful ezine publishers eva browne paterson

  • interviews with successful ezine publishers james mcewen

  • interviews with successful ezine publishers jan tallent dandridge

  • interviews with successful ezine publishers jan wallen

  • interviews with successful ezine publishers pamela geiss

  • interviews with successful ezine publishers paul becker

  • interviews with successful ezine publishers renee kennedy

  • interviews with successful ezine publishers thomas olin

  • interviews with well known ezine writers 3 shelley lowery

  • interview with an ezine marketing pro alexandria k brown

  • interview with ezine publisher terry telford

  • interview with michael murray autoresponder basics

  • introduce to pluginnetproefit com marketing strategies that empower success course

  • introduction to autoresponders

  • is a home business right for you

  • is ezine advertising still worth

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  • its up to you

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  • ive got an article to submit now what do i do with it 6 tips

  • i dont want to publish my own ezine thats my final answer

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  • i want to do an ezine part 1 what is an ezine

  • i want to do an ezine part 2 how do i start

  • i want to do an ezine part 3 what is content

  • i want to do an ezine part 4 how do i promote

  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

  • joint venture 101 the quickest way to build your ebusiness

  • joint venture 101 the quickest way to build your ebusiness part 1

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  • just give them what they want

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  • know these five audiences to write a top selling book

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  • mail orders success guide

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  • mama i aint spending another dime

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  • marketing a professional practice free by writing

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  • marketing basics gather it all up

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  • mind set that helps you get new clients

  • mini persuaders six steps to successful classified ads

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  • most commonly asked questions about ezine publishing

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  • my cybernet life story the life and trials of an internet junkie

  • my dumbest marketing blunder and how you can avoid it

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  • networked markets are democratic structured markets are republican

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  • newbies guide to writing and submitting ezine articles

  • newsletters a great way to build business relationships

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  • nine power words to punch up your ads

  • not all vinyl banners are created equal

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  • novice increases web traffic building a substanial business

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  • offline advertising tips

  • offline marketing part 1 drawings

  • offline promotion 45 places your url should be seen or heard

  • offline promotion matters too

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  • ok people lets get real

  • old and new contents for your ezines newsletter

  • one american city defies the rule

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  • online promotion beats traditional seven one part 2

  • on your honor 3 steps to building the e trust factor

  • open the door to more business with your ideas

  • opt in email and ezine advertising still more effective than rss blogs and ppc

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  • part 1 easy steps to creating your very own ezine

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  • payment processing basics

  • pay per click fraud exposed

  • pay per click search engines get the most bang for your buck

  • personalizing your emails an amazing technique that doubles your click throughs and profits

  • personal profile of the week bob osgoodby

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  • pitching tips to land major media placements

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  • politicians are like car sales people

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  • postcards with an edge 7 ways to use postcards in your marketing campaign

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