What the Newspaper Won't Tell You

By: BIG Mike McDanie - [other]
What the Newspaper Ad Person Won't Tell You

More about advertising from BIG Mike McDaniel

Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. Newspapers have been there in every step of the typical store owner's life from the very beginning. Newspapers covered his birth, his high school graduation, his engagement, his marriage, the death of his parents and everything else.

Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily.

Many, if not most, retailers, lay out their own ads. It is said that over the years, merchants have come to believe the only way to get it right is to do it themselves. This thinking has given rise to the new breed of newspaper salesperson. No training, just a list of customers and the daily question "Gotchyur ad ready yet?"

You should understand the newspaper's weaknesses and learn to avoid them whenever possible.

The Skinny for and against newspapers.

There is no proof full page or double-truck ads are more effective than half page ads. The savings can be spent on a concurrent radio campaign or billboards.

The same with color. It looks great, but the increased cost many times does not justify the small increase in readership. Forget the color and go with more frequency.

The paper is delivered daily, but there is no need for an ad every day as the paper reaches the same readers. 3 times a week works just fine. Spend the difference in the shopper or on a supporting campaign.

Newspaper coupons will have a better rate of redemption with a radio chaser. Especially if the coupons are NOT in a Sunday paper competing with 85% of all coupons weekly. Think about a coupons on Tuesday with supporting radio to drive them to it.

What the newspaper ad person won't tell you:

Less than half of newspaper readers read the entire paper. Most are skimmers. How many times through the paper does it take for you to find your own ad?

Over half of every paper is ads. Almost as bad as TV. More than two-thirds of the Sunday brick is Filled with ads.

Newspaper rates are climbing faster than the space shuttle. The smallest of ads in the smallest papers can cost over $100. One time, one shot and POW!, it's at the bottom of the bird cage. Newsstand and subscriptions prices are rising, too. 75 cents an issue is rapidly losing to 4 quarters.

Most papers offer no competitive protection: Your ad can be placed side-by-side with the competition. Get the salesperson to guarantee you separation.

Daily newspaper numbers dwindle. There are only a few more than 1000 daily papers. Smaller communities must rely on weeklies or papers from another area with a "local" section"

Newspapers are still a formidable advertising force. Find ways to continue to use the paper to increase store traffic, but do it with other advertising so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper.

Copyright 2004 BIG Mike McDaniel All Rights Reserved

BIG Mike McDaniel is a former successful radio station owner and major market TV News anchor and nationally recognized Speaker, Author, and Small Business Consultant.

Big Mike has authored four books and hundreds of articles and publishes a sales magazine. He has served as a Director of the International Idea Bank (a marketing think tank). He is the founder of the BIG Ideas Group, a marketing and management facilitator for small business growth through seminars, MasterMind Idea Exchanges, focus groups, distance learning, sales training and operational strategies.

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