If you're a small business owner, and especially if
you're just starting out, you've most likely given
some consideration to the best ways to advertise
your business. Odds are good that print
advertising is at or near the top of your list of
potential advertising mediums.
There are pros and cons to any kind of
advertising, and it's beneficial to understand
what these are before dipping into your hardearned marketing budget.
Following are some of the pros and cons of print
advertising in newspapers and magazines
Newspaper advertising has long been an effective way for small
businesses to advertise their goods or services to the community around
them. Consider both smaller neighborhood papers as well as larger city
(or even national) newspapers. If your business is located in a small
town, advertising in the local community paper makes sense; that way
you can attract the locals who would most likely frequent your store. If
your business or service is specific to a particular section of the
newspaper, run your ad in that area of the paper. For example, if you run
a sporting goods store, make sure your ad appears in the paper's sports
Advertising rates depend largely on readership numbers. Thus, a paper
with a large circulation will have higher rates than one with fewer
subscribers. But even though prices are based on the number of
potential readers who will view your ad, this does not mean that rates
are necessarily set in stone. You can often strike a better deal if you agree
to run your ad for a set number of weeks or months. Moreover, doing so
will give you consistent exposure, which is often what is needed in order
to influence consumer purchase behavior
Inexpensive to produce: A little research and know-how are
often all that's needed to create a targeted, successful ad.
Easy to switch out. If you have a regular ad in your local
paper and want to change it to reflect a seasonal sale, or a
new product, you can usually do so rather easily.
Different rates and sizes. Look at the various sizes of ads in
the newspapers you are considering running ads in.
Newspapers normally have several standard sizes. Some
standard sizes include quarter-page, half-page and fullpage. Ads also run horizontally
vertically. The bigger the ad, the more it will cost.
Determine which size might work for your message.
Limited readership. This is especially true nowadays
when more and more people are avoiding print
publications for online electronic versions.
Poor printed image quality. This can be a problem if
you sell high-end clothing or your services as a
portrait artist. In such instances, try to drive readers
to your Web site -- where you should have hiresolution images -- or play up discounted pricing.
No control over ad placement. Oftentimes newspapers
won't guarantee premium placement on any given
page. That can be a problem if your competitor
advertises in the same space.
Newspaper display advertising'''''' is a form of newspaper advertisement -
where the advertisement appears alongside regular editorial content.
Display ads are generally used by businesses and corporations towards
promotion of their goods and services and are generally for larger
Newspaper display ads are different than the regular "display ads"
terminology, which is commonly referred to as advertisements placed on
the internet in banner and other rich media format.
These ads can span across multiple columns - and can even cover full
page, half page, quarter page or other custom sizes. They are designed in
high resolution coloured and black/white formats providing higher
visibility for the mass audiences of newspapers. For many major
newspapers in developing markets, display ads play a significant role in
subsidizing the cost of the published newspaper.
Display ads typically contain text, photographs,logos, maps, and other
informational items. In a newspaper, display advertising appears on the
same page as, or on the page adjacent to general editorial content
Whereas, classified ads generally appears in distinct sections -
based on their ad category in a designated newspaper classified
pullout. The classified pages were traditionally text-only, and
available in a limited selection of typefaces. Classified ads can
either be normal classified texts or classified display ads.
Classified display Ads are cheaper than regular display ads - and
appear in smaller width sizes in the classified columns. Display
Ads are generally 6-7 times more expensive than classified
Typically newspaper display ads and are caused by larger
business establishments with larger advertising spends. Display
ads include retail/branding, public announcements, tender,
public notice, education admission notices, special appointment
Supplements etc.For Personal/ Individual Requirements such as
selling Property, Automobiles, Change of Name newspaper
classified ads are more optimally suited.
Display ads charges are usually based on the
amount of area they consume and are quoted in
per sq. cm or per column cm . Each column width
of the publication might vary on basis of a
broadsheet , however in general stands at 4 cm
Currently display ads are booked by approaching advertising
agencies. Unlike classified ads, which are welcome directly by a
newspaper office – display ads at higher cost are sourced via
media buying advertising agencies.
An ad agency maintains the contact with the newspaper and
provides the requisite rates and access to publications. The
advertising agency is also responsible to help determine the
media planning for a clients advertising budget. For someone
wanting to release a newspaper ad, he needs to ensure his budget
is appropriate, after which he needs to research information for
local ad agencies to help him decide and publish his
advertisement. Generally display ads for higher ticket sizes have
a stronger element of negotiation involved by virtue of the
buying power of the advertising agency and its utilization of the
various discount packages on offer. Thus display ads at times are
sold at much lower than their quoted rate card rack rates.
If you have more to spend on print advertising,
consider placing ads in magazines. Whereas the goal
of newspaper advertising is to communicate a specific
offer, the goal of magazine ads is usually more about
enhancing and sustaining brand image.
Magazine ads require you to consider your brand
image and how you want to portray that image to your
target audience. Advertising agencies specialize in
creating such ads, but they aren't cheap and most
don't accept one-off jobs. If you decide to design and
write your ad yourself, pore through the periodicals in
which you intend to advertise and scrutinize your
Access to a specific customer base. While anyone
might subscribe to a local newspaper, only car
enthusiasts subscribe to Car and Driver. Magazine ads
allow you to better reach your target audience.
More bang for your buck. Readers don't discard
magazines as quickly as they do newspapers, so your
ad will be relevant for a longer period of time.
Help brand your business. Magazine printing methods
allow for higher resolution images and better color
options, which allow you to build your brand image in
a positive way. Just the fact that you are advertising in
a magazine gives your company a certain professional
Ads can be expensive. Magazine advertising is
usually pricier than newspaper advertising.
Tricky to schedule. Many magazines come out just
once a month, or even every three months, and to
meet their deadlines it's often necessary to have
ads completed six months before they'll actually