With a loss of revenue and readership coupled with the digital age, newspapers have experienced a steady decline through the past 20 years. Despite the decline, advertising in local publications can increase your brand footprint in hyper-local scenarios where you need to reach a niche audience.
In this article, you’ll discover why advertising in local publications can help boost your brand awareness, drive foot traffic, and increase conversions. After all, 24.3 million local newspapers circulate each year, giving you ample opportunity to reach your target audience.
Ready to learn more? Let’s dive in!
Key takeaways:
- While newspaper readership has declined, many community members still rely on local newspapers for news and resources
- Local newspapers give you access to a targeted audience to build trust and credibility
- With any robust marketing strategy, it’s essential to combine print marketing with digital tactics to increase visibility
Print Advertising Statistics You Need to Know
The newspaper industry has experienced multiple challenges in the past two decades. With the rise of social media and 24-hour news cycles, modern consumers have new expectations around how quickly and where they want to consume news. The COVID-19 pandemic hit the industry hard, resulting in more than 200 newspapers closing with limited resources and tight budget restrictions.
However, many positive statistics prove businesses still benefit from advertising in local print media. Here are a few metrics to keep in mind:
- 16% of adults get their information from newspapers
- 25% of senior citizens utilize print as their primary form of news
- 75% of consumers trust their local newspaper
5 Reasons to Advertise in Local Publications Now
Instead of only relying on digital tactics like pay-per-click (PPC) ads or paid social media, it’s essential to implement a holistic marketing strategy, including newspaper advertising, to reach your target audience.
Here are a few ways that investing in hyper-local newspaper advertising can prove advantageous to your business growth:
Target a Specific Audience and Demographic
Local newspapers primarily focus on a specific geographic region. Suppose you’re looking to break into a new market or gain more traction in particular locations. In that case, newspaper advertising allows you to reach a segmented audience with messaging that directly targets their needs.
Since most small community members are passionate about their hometown, they often use their local newspaper to learn about their surroundings, attend events, or discover new businesses to invest in. Depending on your business goals and industry, you can advertise advertising sections or provide inserts to reach your audience.
Use Creative Freedom to Stand Out Against Competitors
While many businesses fall for the “print is dead” rumor, it allows you to stand out from the competition and drive more traffic to your business. For example, your competitors often turn to a primarily digital strategy. With billions of searches on Google each day, they’ll need to fight for attention in search engine rankings with similar ad copy and branding.
However, the local printer advertising landscape is much less saturated — allowing you to stand out in the crowd and grab your customer’s attention. To get started, follow these design best practices to use print advertising as a competitive advantage:
- Write concise and clear copy with a dynamic headline
- Use white space and design a simpler format that’s consistent with your brand image
- Consider using creative images that resonate with ideal prospects
- Create a short call to action (CTA)
- Provide your contact information like website, phone, or email
Build Trust and Credibility
Local newspapers work hard to build relationships with their readership. Through building a sense of community and loyal readership, people trust their local newspaper and look to them for credible information.
As a publication, you can leverage this credibility. Your ad will function as a recommendation from a trusted source that readers can rely on. You can also establish a positive reputation in a community just by advertising with a credible paper.
Consider providing truth points in your print advertising by:
- Highlight five-star reviews or testimonials
- Showcase any local awards or recognition
- Display local relevant partnerships
- Write copy that speaks to your audience’s pain points or challenges
Experience Fast Turn Times and Low Costs
If you’re used to submitting digital ads weeks in advance with no flexibility, newspapers typically offer rapid turn times and are more lenient with last-minute production changes. Additionally, newspaper advertising is budget-friendly and accommodates several ad spreads to meet your needs. You also have the option to add on extra services like color printing, inserts, and more to help you make a more impactful influence on your target audience.
Combine with Digital Tactics to Increase Awareness
To develop a more robust marketing campaign, combining digital marketing channels with your print advertising initiatives is essential. Using both tactics in conjunction can drive increased engagement with your ideal customers and amplify your CTAs to improve performance results. Think about it this way: if a reader views your ad in a newspaper, you can funnel them to your website with a dedicated landing page or blog and provide more touchpoints throughout their user journey.
Here are a few ways you can successfully use digital and traditional print tactics:
- Social media: Post similar messaging in your print ads and paid social ads for readers to experience consistent messaging across all channels
- Email: Once a reader subscribes to your newsletter, send localized emails that highlight how you can solve their problems
- PPC: Utilize ad retargeting to follow your reader’s internet behavior and provide more touchpoints
Lastly, connect with your local newspaper to understand what types of digital media they offer alongside print advertising. If they’re a savvy publisher, they may provide digital readership, newsletters, and display opportunities to highlight your company. By leveraging their print and digital options, you can increase your brand recognition and increase conversions.
Grow Your Business by Advertising in Local Publications
If you’re ready to boost your brand recognition in local communities, advertising in newspapers is a great way to grow your footprint and get in front of valuable prospects. Not only will you be able to improve your reputation in local geographics, but you can deliver impactful campaigns throughout the customer’s buyer’s journey.
Ready to start advertising in local newspapers? Contact Boom Communications Group for more information.