Has Newspaper Advertising Become Obsolete?

There’s no doubt about it: With the advent of the Internet, newspaper readership, in general, is dramatically waning—especially where dailies are concerned. Many papers around the country have folded and the remaining players have staffs and newspapers that are likely a fraction of their former size. However, there still are benefits to newspaper advertising and situations when buying display space makes sense.

When making your advertising decisions, think about the following to help determine if newspapers might fit into your campaign.

* A newspaper ad is tangible, and concepts read from a hard copy versus other mediums, especially electronic, are often easier to understand and remember. That’s one of the reasons why, still to this day, most anything created electronically that absolutely must be free of errors includes a round of proofing on paper.

* A newspaper ad tends to hold the reader’s attention longer than some other forms of advertising. Sure, you can always turn the page, but electronic media encourages taking in smaller bits of information faster than the concept of reading a newspaper. A new Web page or television station is just a click away. People tend to take time with a newspaper.

* Studies indicate that newspaper readers are generally an older, better educated and more affluent demographic, which, depending on your product or service, can be a real advantage.

* An upside to the newspaper industry shrinking is that there are fewer ads against which to compete, so you can expect better exposure than in the past.

* Consider where very large companies—those who likely know best where to spend their ad dollars--advertise. Online? Of course. Television? Radio? Certainly. However, open your daily paper and you’ll see they are there as well. Why? Because given the right timing, display size and a product or service suitable for a newspaper’s primary demographic, newspaper ads pull.

Sure there are a lot snazzier, sexier medias to advertise in these days, but don’t count newspaper out of your media mix. Print can still play a very effective part of your company’s marketing plan given the right message aimed at the right audience. Not sure who or what that is? We know some people who can help you with that.