Print consumption will most likely never be the same. For many publications that have not digitally transformed, they risk disappearing from their audience’s fingertips altogether. Despite the struggles of cultivating print readership, there are still several advantages of newspaper advertising that publications can benefit from to promote business growth.
Due to the rise of social media and other digital channels, the newspaper advertising industry has faced many challenges throughout the last 20 years. The modern buyer mindset of ‘need it now’ has caused audiences to turn to digital platforms instead of newspapers to read both news and commentary.
However, 47% of respondents from a recent survey claim they’d be upset if print no longer existed. Also, the industry still produces a $26 billion annual revenue. In this post, you’ll learn more about why you should consider investing in newspaper advertising and the advantages you can expect to gain.
Let’s dive in.
Key takeaways:
- While newspaper circulation and readership declines, consumers are more likely to trust print than digital advertising.
- People are still interested in reading newspapers, which offers you unique targeting on a local and national level.
- Combining newspaper advertising and digital extensions allows you to increase your overall brand awareness and ROI.
What are the Cons of Newspaper Advertising?
Between COVID-19’s economic impact and the rising prices of newspaper stands, the estimated US daily newspaper circulation has declined 6% from the previous year. As they face less circulation, newspapers are also 24% more likely to require employee layoffs, making this a less desirable industry.
When it comes to your valuable advertising dollars, you need to make the right investment. Here are a few other newspaper cons to consider:
- Decreasing readership for prominent publications like Wall Street Journal and The New York Times creates an even more brutal battle for small, local newspapers.
- Since they publish on a daily or weekly schedule, newspapers have a shorter shelf life that will require you to advertise more regularly.
- You have a more limited audience, such as older generations or the affluent, so your creative messaging needs to be precise.
5 Top Advantages of Newspaper Advertising
How many times have you ignored a digital ad without reading it? Or how frequently do you fast-forward through a commercial?
While publications looking to increase sales and brand awareness typically invest in digital advertising channels, newspapers still reach and impact your target audience. Why? Your audience can’t easily tune out newspapers since they usually open them with the intent to read them.
With your reader’s full attention, you have a unique opportunity to showcase your business’s products and increase your brand recall through creative advertising. Also, if you combine newspaper advertising with other marketing channels, you have a greater chance of boosting your overall ROI.
Let’s take a look at a few additional advantages of newspaper advertising.
1. Better Targeting
Depending on the publication, newspapers give you the option to tap into both local and national markets. If you’re trying to grow into a different market, you can reach a new audience without sacrificing your audience demographics.
Local newspaper advertising offers you a way to place your content exactly where you want. For example, most newspapers have different sections for neighborhoods or geographic areas, events, and interests. You can showcase your ad in these specific sections to build a local brand association. As a result, thousands of readers will be more likely to buy your services.
2. Greater Flexibility and Affordability
Newspaper advertising differs from many digital options due to its pricing flexibility. With no cap on exposure, readers can take their time examining your ad without you having to worry about additional costs like impressions or clicks.
Local newspaper advertising is also relatively inexpensive. The rates vary by size, location, color, and frequency – allowing you to control your budget. While tracking your ROI is more complex, you can start by measuring the frequency and circulation of your ad.
Additionally, many publications offer booklets or insert cards to grab your reader’s attention. You can also make quick last-minute changes without constraining production time.
3. Builds Trust with Local Audience
While only 19% of adults trust social media, 46% of adults find print advertising trustworthy. Many newspapers work hard to develop a positive relationship with their readership. By advertising with the right newspaper, you’re able to quickly build a more positive reputation by simply associating with the publication. Use this to your advantage by writing and developing ads that reinforce this loyal relationship and the emotional connection to the newspaper.
4. Less Intrusive Experience
With more digital advertising noise than ever before, many consumers are looking for an escape. In fact, despite hyper-targeting efforts, 71% of Americans believe that ads are more intrusive than they did three years ago. While advertising in a newspaper doesn’t guarantee sales, those looking for deals similar to your business offers are more likely to notice your messaging. In turn, this creates a more proactive and positive customer experience that drives action.
5. Digital Extensions
If you want to maximize the impact of newspaper advertising, you to develop an omnichannel approach and take advantage of digital newspaper extensions. In fact, many newspapers offer a digital version on their website that has several advertising package options like email newsletters, displays, and social media promotions. Since more consumers opt for digital readership, investing in a digital extension allows you to reach your audience on their preferred channels.
Additional benefits of digital newspaper extensions include:
- Use optimized targeting options to segment audiences based on their user behavior or interests
- Send digital traffic back to your website to capitalize on the user’s interest in your ad
- Grow your email subscribers or social media followers to fill your sales pipeline with future conversions
- Build a relationship with readers over time on multiple channels to create better brand recall
Grow Your Brand with Newspaper Advertising
Even as consumer preferences shift from print to digital, newspapers remain a trusted information source. As such, newspaper advertising can still influence buying behaviors and preferences. With this type of advertising, you can reach thousands of targeted readers at a fraction of the cost of digital ad formats. It also provides creative freedom to target your audience’s needs based on their readership.
However, with any marketing strategy, using an omnichannel approach will help you be more effective and reach potential buyers on their own terms. To get started, consider combining your newspaper advertising with digital advertising to make the most significant impact on your bottom line.
Ready to increase your brand awareness and sales? Contact Boom Communications Group for more information.