In Our last presentation we continued our series on offline advertising with a look at radio advertising. In today’s article we are going to continue that series with a look at newspaper advertising.

1. Newspaper Advertising guide:
how to get started today
by FitSmallBusiness.com

2. IS IT REALLY WORTH IT?

3. If you talk to a sales
representative from a radio
station or TV channel, they will
tell you that print newspapers
are dead. But that is not the
case, tens of millions of people
still read the newspaper every
day.

4. This is the Average Daily
Circulation (M-F) of Major Daily
Local News Papers:
Denver Post - 213,800
Houston Chronicle - 231,200
San Diego Union-Tribune - 192,000
Philadelphia Inquirer - 184,800

5. Your local newspaper might not
be as popular as these papers,
but the paper is probably read by
tens of thousands of people every
day.

6. FIRST QUESTIONS

7. Is your target middle aged or seniors? Newspapers
tend to be read by those over 35 years of age. Over 66%
of adults have read a print news paper during the last
week.
Who should use newspaper advertising?
(Find out more here)

8. Does a large portion of your traffic come from mega
sales? A newspaper can get the message out to a large
number of potential customers in a small amount of
time.
Who should use news paper advertising?

9. Is couponing an important component of your business?
Newspapers are the perfect medium for coupons, since
the act of tearing out a coupon, increases the
probability of readers coming into your stores.
Who should use news paper advertising?

10. How frequently should you run and what
size newspaper ads should you use?

11. With a larger size more people
will notice your ad. These are
percentages that show how many
people remember seeing your ad:

12. •Full Page 42%
•Three Quarter Page 38%
•Half Page 34%
•Quarter Page 26%
•One Eighth Page 23%
(Find out more here)

13. The price goes according to the
size and the number of the
page. 1/8th of a page provides
enough space for the ad to have
a big headline, a couple of
sentences of text, and a coupon
or photo.

14. The variety of sizes enables you
to stretch your budget farther
and run with a greater
frequency. You should run ads
at least once per week.
(Learn How big you need to run here)

15. Newspaper Advertising Location,
Placement & Timing

16. There are serveral choices, You
can buy run of paper or specific
sections. The most read section
is the main news (at 80% of
readership) followed by the local
news section (at 75% of
readership) and sports section
( at 55% of readership).

17. If your product or service has a
broad appeal, we suggest that you
advertise on the local section since
you emphasize that you are part of
the community.
But for example, a paper may have a
health section and, if you are a
dentist this will be your best choise.

18. Where do you want to appear?
1.Above the fold (top half of the page)
2.On the right hand page, right hand side is even better.
3.Next to an article; not surrounded by other ads.
Points 1 and 2 will help your ad be seen by readers flipping through
the paper. Point 3 will keep reader’s eyes near your ad.

19. Which day of the week should
your ad appear?
Monday & Tuesday: Your ad can be noticed but circulation can be low.
Wednesday & Thursday: This is when people plan shopping trips, a
good day for grocery stores.
Friday & Saturday: Goo days for restaurants and entertainments.
Sunday: Day with the highest circulation and most ads.

20. How much does
Newspaper advertising
COST?

21. Newspapers have rate cards
which will tell you how much
advertising will cost. Here is a
great article which shows you
How To Read A Rate Card.

22. Here are the components that
determine the cost:
• Circulation of Paper: Newspapers
should provide you audited
circulation numbers from The
Alliance of Audited Media.

23. • Size Of Ad: A full page equals 1, a
half page 0.5, an eighth page 0.125,
etc.
•Cost Per Thousand: A full page may
cost $100 per thousand readers.

24. (Circulation of Paper) x (Sized Of Ad)
x (CPM) = Cost Per Running on Ad
For example, let’s run a 1/4 of page in
The Burlington Free Press in
Vermont. The paper has a circulation
of 31,000.
31 x 0.25 x $100 = $775

25. Newspapers often have introductory rates for the new advertiser.
Also newspapers may offer you discounts ranging from 10 to 30%
depending on the number of months you want to advertise with
them.
Discounts and Extras

26. Creating
The Newspaper
AD

27. Writing the Copy

28. The most important element of
your ad is the headline! Those 3
to 8 words have to get the
interest of people.
You can get great help here and
here.

29. When writing your ads you
should do the following:
1. Look at ads from competitors.
2. Get suggestions from your
newspaper account executive.
3. Brainstorm ideas with your
employees and customers.

30. Producing Your Ad

31. Newspapers will have “ad builder”
programs which can create a
professional looking ad based on
detailed instructions. So you need
to be very clear with the
instructions you provide them.
(For more information about this click here)

32. You don’t need a production
department of a news paper to create
the ad. But you will need to find a
professional designer who you can
give feedback and make changes to
thead.
Creatingagoodlookingadvertisement
shouldcostaround$150to$500

33. You should always request the proof for a newspaper or magazine
advertisement. A proof will show you exactly how the ad will look in
the publication. So if there is anything wrong you can fix it with
them before the ad is published.
Requesting and approving the proof
(For more click here)

34. And Finally...

35. To learn how to be a more successful
entrepreneur visit us at....

36. www.FitsmallBusiness.com
(Click the link)

37. www.FitsmallBusiness.com
(Click the link)

38. www.FitsmallBusiness.com
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