Now I know what you are thinking, who still reads the newspaper?? Adults 55+, that’s who! And if this is the demographic you are trying to reach, you should consider running in your local newspaper
The audience you are reaching with newspaper advertising is loyal. Most newspapers are subscription-based. The audience is paying to receive it, which means a higher probability of your ad being seen. And If it is not delivered they are asking, where is my newspaper? My dad still reads the Palm Beach Post EVERY morning with his coffee.
Additionally, newspapers are a more trusted source of news. Sorry CNN, Fox News, and MSNBC. According to the Poynter Media Trust Survey, 73% of Americans trust their local newspaper, while only 55% trust network news.
If you are considering adding newspaper to your advertising plan, here are my top tips below:
1. Location, Location, Location
Placement is important. You want to request Main News far forward, and a right hand read. It seems obvious, but you want your ad to appear first. Request and be specific about the placement you want. The squeaky wheel gets the oil.
When advertising in the newspaper, ask for the day with the highest circulation giving your ad the most exposure. The most popular days to run typically are Sundays and Wednesdays.
3. Circulation & CPM
The newspaper’s circulation is the number of newspapers that are printed and distributed. For larger metropolitan cities, the newspaper circulation could be 100,000-150,000, but for smaller towns, the circulation could be 25,000-30,000. When looking at the cost of ads, it is important to consider the newspaper’s circulation and the cost per thousand.
4. Zoned ads/inserts
If your budget does not permit full circulation, consider asking about zoned ads or inserts. Large newspapers often have ads they run in specific zip codes or areas to reach an audience on a local level. Inserts range in size, but the most popular are 8.5×11. They are inserted into the newspaper (hence the name). They are an affordable option and sometimes work more effectively than ads.
The bottom line is if your target demographic is A55+, I recommend advertising in the newspaper. Let Bottom Line Marketing do the work for you. We can help you decide if newspaper is the right media to add to your advertising plan.