In this fantastic article from Media Space Solutions, we get four great reasons to still use print advertising. Nothing should be cut from this short piece, so here it is in it's entirety.
Newspaper advertising is an important component of successful
advertising campaigns. That’s right. Advertising in newspapers still
yields results, at least for our clients. Included below are four
reasons newspaper advertising should still matter to your business.
1. Newspapers have a highly educated and affluent audience.
Studies show newspaper readers have more discretionary income than
non-readers. This means they have more money to spend on entertainment,
eating out, travel, you name it. According to the
Ipsos MediaCT’s 2012 Mendelsohn Affluent Survey,
82% of those with household incomes of $100K+ read at least one of the
150 measured print publications. When advertisers utilize newspapers as
part of their media strategy they are more likely to swing some of that
extra cash their direction. Additionally, newspapers attract the highly
educated or at least those who know how to read. If you are looking to
reach smart, wealthy consumers, then
download our white paper to learn how newspaper advertising can help you achieve your goals.
2. Newspaper sections provide advertisers with unique targeting opportunities.
Newspapers are segmented by section which allows readers to easily
flip to their desired section whether main news, business, sports,
travel or entertainment and read whatever appeals to their interests.
Within each section advertisers can strategically place ads that
coincide with the subject matter. For example, an ad for Carnival Cruise
Lines would have a better chance of success if placed in the travel
section as opposed to the main news section next to a story about a
shipwreck or power outage. When advertisers take the time to
strategically place ads within a newspaper, they are able to target
their desired audience much more effectively while still reaching the
masses.
3. Newspapers are said to be more credible than any other medium.
Credibility is important, especially when it comes to advertising. If
your audience doesn’t believe the messaging in your ads, then they are
not going to be moved to action. It doesn’t take a rocket scientist to
figure that one out. Consumers consider newspapers to be more credible
than any other medium. In the 2013 installment of “
How America Shops and Spends,”
a research report compiled by Frank N. Magid Associates, newspapers
ranked first for “most believable and trustworthy.” So why not take
advantage of advertising in this trusted form of media? Readers will be
more receptive to your advertising if they believe the messaging to be
true, so aligning your ads with credible newspaper content may be just
the ticket.
4. Consumers look to newspapers to help with purchasing decisions.
According to “How America Shops and Spends 2013,”
more than 80 percent of adults took action (became aware of a sale,
clipped a coupon, visited a store or discussed with friends and family)
after seeing an ad in the newspaper, regardless of section. And more
than half made a purchase. “This research reaffirms the power of
newspaper advertising to engage consumers, and what’s more, its ability
to drive them to take action,” said Caroline Little, President and CEO
of the Newspaper Association of America.
When you advertise in newspapers, you get your products or services in
front of readers and present them with options to consider prior to
their next purchase.
There you have it. Newspaper advertising should still be a component
of your advertising strategy unless, of course, you don’t want your ads
to reach the money spenders who trust newspapers to help them with
future purchasing decisions. Download ‘
Proven Methods for Reaching Affluent and Educated Consumers’ to learn how newspapers can help you reach some of the most sought after demographics.
