Advertising in Local Newspapers. Part 1 of 5.
The growth of online news sources and social media has greatly damaged circulation/ readership and the recession has hit advertising revenue.
However, in the last year, more new local newspapers have been launched than have closed.
And the fact remains that, for many SMEs (small/ medium enterprises), advertising in local/ regional press is still a potent and profitable marketing method for communicating their offers to a [local] target market.
This is the subject of a textbook in its own right, or at least a lengthy blog post.
But, put very simply, you need to be asking yourself the questions:
• Roughly how many prospective customers [not to be confused with simply how many people] will be reading this publication/ supplement?
• Is this figure high enough to economically justify the expenses of creating the ad and paying for advertising space?
Assuming the answer to these questions is "yes"…I'll continue.
Who is advertising in them? What sectors and industries are represented?
This will give you a rough picture of who is actually reading these publications and the kind of products/ services they might be looking for.
How often are these companies advertising? Repeatedly over several days/ weeks/ months?
If an ad is repeatedly displayed in a newspaper, it strongly suggests that ad is working profitably for that advertiser.
What ads stand out most for you? [regardless of whether you would actually purchase that product/ service] Why? Is it a striking image? the layout? Interesting headline? Size? Position on the page? Interesting or entertaining content? Colour?
And I don't mean just mean your direct competitors, but everyone else advertising in the paper.
Your ad must work to jump out of the page. Not to blend into the background.
Think carefully about how you can differentiate yourself from your direct competitors, other advertisers and from the actual editorial itself.
Think about the images you choose, the ad layout, the wording of a headline and the tone of voice used in your copy.