How Can a Newspaper Ad’s Position Bring You More Sales?
Many organizations and businesses advertise in daily and weekly newspapers, but did you know that placement has a lot to do with their success? Newspaper advertising is more than placing your ad anywhere in the paper and distributing it. It takes careful consideration when placing newspaper ads. You must choose the right location in the paper, make your ad the right size, and include the right information to get the leads you want. Here’s what you need to know about the importance of newspaper ad placement, and tips to get maximum exposure.
Is Ad Position in a Newspaper Important?
Your newspaper ad placement is one of the most important decisions you will make as you create your marketing campaign. To get the most impact, you will need to consider page location, page side, and editorial proximity when negotiating with your ad buying agent. You need to consider whether you want to pay the extra fees to have your ad on the inside cover of a magazine, or on the first few pages of a newspaper to get more exposure. If you want exposure to increase sales, here are some tips that may help.
Tips to Get Maximum Exposure
Consider a Targeted Audience
There’s no point creating an ad without understanding your audience and knowing what they like. Think about your target demographic, location, and the interests of your audience as you create your ad. This will help you set the tone of your content.
Make Sure Your Ad Is Seen
If you notice your recent ad placement got a disappointing response, it may be because your audience did not see it. Even local newspapers are large and your ad can easily be lost among the other articles and visuals. Before placing your ad, take some time to think about how people read the newspaper and how the platform is divided. Make specific choices to ensure your ad is seen by the most of your readers. The best sections are the front, or back side of a section, as well as the upper half and upper right-hand corner of a front-facing page.
Make Your Ad Look Like a Story
If your ad looks flashy and tacky, the chances of readers ignoring it will be higher. You should craft your ad in a way that disguises what it really is. Start off with a short anecdote or amazing headline, and use the same line art, typeface, and graphics as a story. Grab your reader’s attention just like a newspaper article and your ad will stand out by blending in.
If you are a savvy small to medium-sized business owner, you may be able to negotiate placement at no additional cost as part of your contract. If you are a new advertiser, this may be an even more likely opportunity for you. Although it may cost you more, it is worth it to get your ad placed in a premium section that gets you better exposure.
Above the Fold
This phrase is very common in the world of print. It refers to the format of a newspaper, which is folded in half. Online, most people do not bother to scroll down the page to the next part unless they are interested in what they see immediately on the screen. The same concept applies for print. Newspaper readers often fold pages in half width-wise, and the information above the fold is viewed as more important. Since the most important editorial content appears in this upper section, many advertisers will post their ad here to get more viewing time.
Upper Right-Hand Corner
American readers scroll their eyes from the left to the right of the page, and top to bottom. When a newspaper has two pages open in front, the eyes generally end up toward the bottom right side of the page before turning the page. Placing your ad in the top right-hand corner, lets you be the automatic first thing the readers sees when they turn to your page.
Newspapers and magazines are divided into different seconds that can each be capitalized depending on your target audience and message. It is always best to place your ad closer to the front of a magazine, in the first half of it. You can place your ad in a special section as well, such as local news, sports, arts, lifestyle, business, etc. depending on what you are offering. If you are selling golf clubs, choose the sports section to post your ad. That way, when a sports-lover immediately goes to the sports section, they will see your ad.
How Can Macromark Help?
Now that you have the tips to get the most exposure for your ad, it’s time to begin creating a newspaper ad of your own. There are many advantages to using print media to advertise. Huge brands still use newspapers as their primary means of leading prospects to their store and to connect them to their online store or web site. You can create an effective campaign that engages your audience and encourages them to make a purchase. However, all these tips and ideas can be overwhelming to handle on your own. Working with a professional marketing agency can help you get your campaign up and running and gain more leads.
If you want to experience the advantages of a successful newspaper and print media strategy, contact Macromark. We can help you understand the pros and cons of print media vs. electronic media and this opportunity to grow your customer base. We can provide all the information, advice, and assistance you need to get your print catalog 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.
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