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How
To Use Newspaper
Advertising for Your Business
If
you haven't done it yet, prepare a press release for
all the local newspapers in your area. When it comes
to actually placing your classified ads avoid your larger
metropolitan newspapers. Classified advertising in large
newspapers is fruitless for a small business owner unless
you happen to rent or sell real estate.
The
smaller weekly, bi-weekly or monthly papers are usually
easier to work with and cheaper to advertise in. If
your business specializes in a particular niche look
for specialty newspapers. For instance, some cities
have newspapers that targets senior citizens. Another
example might be one that specifically appeals to women.
Prepare
a list of all the newspapers that you feel would be
a good resource for your business. Your first step should
be to call or visit each of them and request a “media
kit.” What you receive can vary from a single page
“rate sheet” to an elaborate portfolio.
Expect
the receptionist to attempt to turn you over to a sales
rep. Try and avoid speaking to the sales person, but
the “gatekeepers” are usually very well trained
and will make every attempt to have you speak with a
sales person. Whatever happens, do not place any advertising
at this point. You are on a fact finding mission only.
Review
the material in the media kit. At the very least you
should receive a copy of the publication, a rate sheet
and a list of upcoming seasonal specials. You may very
well receive two separate rate sheets. One will be for
“classified ads” and the other will be for
“display” ads.
Once
you have reviewed all the material you’ve gathered,
create a new list of those publications that meet your
criteria. One thing to note is the difference in rates
between classified and display advertising. Display
advertising rates are substantially higher.
Once
you have your list ready, call and ask to speak to the
sales rep that covers your area. The sales rep wants
your advertising and will do whatever is necessary to
get it. Their job is to sell ads but a good rep will
take the time to help you put together an ad campaign
that will meet your budget and expectations.
Negotiate
with the sales rep to have your press release run concurrent
with a paid display ad. It needn't be a huge ad, just
make sure that they are both on the same page and it's
large enough to be noticed.
Make
a deal for a 12 or 16 week run of a smaller display
ad. That will give you "leverage" with the
sales rep and they will see you as a potentially serious
advertiser, generating substantial ad revenue in the
future.
You
probably won't be able to get your ad "above the
fold" but try. If you are given a choice of below
the fold outside or above the fold inside, take below
the fold. If they know what they are doing, they won't
put ads above the fold anyway.
Pick
up any print media and you will see that text is usually
above the fold. Ads run from left to right and right
to left depending on the page. If you begin at the outside
edge of the page to the center (whether it's the left
page or the right), the ads will generally be tiered
like a pyramid from outside to center sloping downward.
We
read from left to right. So if you are on the left side
of the paper, you want your ad to be seen first, BEFORE
the eyes read the text to follow.
If
you are on the right side of the paper, you want to
be the last thing they see at the end of a line. So
outside is always best. Outside ad placement is reserved
for larger sales and are almost always read.
Always
ask about “seasonal” specials. Most publications
have one or several special inserts or, in some cases,
entire issues that are published during specific seasons.
Keep
these tips in mind and you should be on your way to
successful newspaper advertising!
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