6 Reasons Why Newspapers Work For Advertising

We've all taken part in the perception that print is DEAD. Yes, print and newspapers don't have the reach that they used to, but that can be said for nearly all forms of media in our World of "the next hot thing". But don't completely discredit the idea that newspaper advertising is still a very effective means to communicate your advertising message.

Newspaper Advertising Is Cost Effective

A popular train of thought is that advertising in newspapers and print is a large investment and costly.  But when you consider the coverage, audience and impact from print advertising, it has the lowest cost per reader.  Print advertising offers a 112% return on investment. And add in the fact that print advertisements receive an average response rate of 9% while email, paid search, and social media receive about 1% and online display only receives 0.3%, print is less costly and has a greater return on your money.

Print Has An Engaged Audience

People who read a newspaper actually care about the content between every page. In other words, they are actively reading a newspaper, which means they will pay more attention to your content and messages. An astounding 88% of people take the time to look through the print advertisements they receive. And an amazing 73% of consumers said that they prefer receiving print advertisements.

Newspapers Are A Trusted Media Source

In a World of “fake news”, memes, unscrupulous headlines and stories from fly-by-night blogs, people still consider newspapers and print credible.  Mainly because newspapers have heritage and decades if not centuries of credibility.  Compared to other mediums, newspaper articles require more fact-checking and professionalism.  That trust in newspaper articles translates over to newspaper advertising.  82% of consumers trust print advertisements the most when making a purchase decision.  Simply put, newspapers are tangible and what can be held and seen cements the idea of lasting credibility.

Build A Relationship With Print Advertising

People choose a certain newspaper for a specific reason, readers begin to trust the publisher for timely, credible information. Which means that your print advertisement instantly inherits the credibility and trust of that newspaper and reinforces the image of your own brand. By placing an ad in a trusted newspaper, your business will establish relationships with its readership.

Print Ads Aren’t Intrusive

In today’s environment where “skip ads” is a thing and people actually pay to be AD FREE, newspaper advertisements are actually non-intrusive and welcomed. Print advertisements require 21% less cognitive effort to process than digital advertisements and 75% of people can recall a brand after receiving a print advertisement while only 44% can recall a brand after viewing an online ad.  When you advertise in a newspaper, your ad is placed within the content. Newspaper readers know what to expect, and your ad isn’t an obstacle or intrusive to their reading experience and becomes memorable.

Focused Audience

Newspapers and Print are one of the few mediums that are popular among all classes of demographics. This gives an advertiser the advantage to focus on a specific geographic market or demographic to promote brand awareness. You can use special sections and inserts based on interests. Or you can target specific regions and markets and even smaller localities as well. If you really want to drill down to a specific audience, you can place print ads in niche publications to reach a specific demographic or ethnic group.

Despite the perception, Advertising in newspapers and print is still relevant today.  Print advertising is cost effective, puts your message in front of an engaged audience, carries trust, builds relationships, aren’t skipped over and can be focused as much as needed.  If you’re looking for an efficient and effective way to advertise in newspapers, I can help place your ad in hundreds of newspapers across the country with just one phone call or email.