Facts and Myths about Newspaper Advertising
For decades, newspapers were the main source for information about world news, local events, and other important and interesting information. It was also the way in which reporters would release information from their sources and contacts for local communities to read. At the beginning of newspaper production, there was a longer delay in the delivery of information; nowadays, however, communication has made it so that newspapers can be published the following day. With the rise of technology, the Internet, and digital marketing and advertising, brands began to believe that this made newspaper advertising irrelevant and out-of-date. The following facts and myths about newspaper advertising will address some of these beliefs, and help you see why this method is still as useful, effective, and relevant as before.
Myth: Newspaper Advertising Doesn’t Drive Action
This first myth about newspaper advertising couldn’t be further from the truth. Digital advertising has a global reach and can drive online consumers to your web site or online store, but print advertising drives a lot of action as well. Over 80 percent of participants in a study said they would clip a coupon or visit a store after seeing a newspaper ad. Within 30 days they would perform an action based on what they saw. Out of these participants, more than half made a purchase because of it. Newspapers have also been ranked the highest at being a source people go to before they shop. Consumers often go to a newspaper to read the inserts and look for deals and special offers. Even people who aren’t big readers said they used newspapers to clip out coupons, check for sales, and compare prices.
Myth: Newspapers Have a Limited Reach
If you’ve been hearing that newspapers are dead, think again. The medium offers more reach than any other advertising platform! According to a study, nearly 105 million people read the newspaper in either print or online form, every weekday nationally. Over 110 million adults read the Sunday newspaper. The idea that newspapers provide a limited reach is false, and if you can place your ad in a paper that has both physical and digital copies, you will be able to access even more consumers.
Myth: Newspapers Need Online and Offline Identities
If you have been shying away from newspaper advertising because of the belief that they need online and offline identities, hesitate no further. Newspapers only need one identity, not two for their print version and online edition. Newspaper ads can be very simple to set up if you work with the right agency, and you will be able to connect your print ad with your online platforms with ease.
Myth: Highly Affluent Consumers Don’t Engage with Print Media
Contrary to this myth, it turns out that print media works great to engage highly affluent consumers. Despite the appeal of digital media, many affluent readers are more interested in advertising through newspapers than any other channel.
Myth: Few Retailers Advertise Their Business in the Paper
Did you know that 99.4% of all retailers advertise their business in the newspaper? That’s a huge percentage of brands that use the medium. If this doesn’t prove the platform’s effectiveness, what will? Newspapers and print media are easy to set up, versatile for all kinds of brands and services, and get directly into the hands of the appropriate consumers and prospects. It’s because of the many advantages of the newspapers that retailers are using it as their number one method of attracting customers.
Myth: Newspaper Rates Are Static or Decreasing
This myth is one of the biggest reasons why businesses and brands reject the idea of advertising through print. The opposite is true of the medium: newspaper rates are climbing faster than any other advertising media. With the right method and strategy, newspaper advertising can be very efficient for the promotion of your products and services, and for reaching your prospective customers. If you already have online campaigns in place, find a way to connect them with your print media as well.
Myth: Print Cannot Provide Good Savings
Even though consumers such as Millennials are more connected to their mobile devices than older generations, they still look to print media as their source for coupons, deals, and information about promotions. Over half of Millennials responded in a survey saying that print media was their source for savings.
Get Print Media Marketing Support at Macromark
This list of myths and facts about newspaper ads is just a glimpse of the many excuses and false beliefs that are circulating about the medium. Many businesses are missing out on the opportunity to make direct contact with their prospects, and provide alluring deals and offers to their local communities. With the right guidance and support, you can create an effective newspaper advertising campaign that not only connects you to your audience, but also entices them to visit your web site, online store, physical store, and make a purchase. At first, the process may seem tedious, but with the right support, boosting your campaign to include print media will be highly beneficial for you. Building a newspaper campaign needs to be done the right way, especially when going against the competition, so working with a professional marketing agency will allow you to benefit from the advantages that come along with the medium.
If you want to experience the advantages of a successful print media strategy, you may want to seek direction from the experts. Macromark can help you understand the pros and cons of print media vs. electronic media and leverage the opportunity to grow your customer base. We can provide all the information, advice, and assistance you need to get your newspaper marketing campaign up and running. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.