| Here
in Colorado, the Rocky Mountain News (the
#2 daily newspaper) is closing shop. The
Chicago Tribune is laying off staff and
is in Chapter 11 Bankruptcy.
So
Why Advertise in Newspapers?
- People
still read the newspaper (not as many
as 20 years ago, but circulation numbers
are still high).
- Less
advertisers spending less money means
your small ad gets more prominent placement
and more attention.
- Newspapers
are willing to wheel and deal to get additional
revenue.
People
Pay Attention To Companies That Advertise
in Tight Times.
Studies
have shown that companies that continue
to advertise and market aggressively in
tough economic times gain marketshare, and
those that don't tend to whither away.
Now
I'm not saying companies shouldn't cut back
on some marketing expenditures, or shift
dollars around. It's important to allocate
your marketing budget wisely.
But
companies that advertise in tight times
create the impression to the end customer
that you're here to stay, and you're continuing
to be successful enough to spend a little
bit of money advertising.
Nothing
Succeeds Like Success.
Sir
Arthur Helps coined the phrase (at least
into print) in 1868, "Nothing succeeds
like success." We as humans like to
align ourselves with winners. We like to
be with people that can take our challenges,
hopes and aspirations and turn them into
reality. Continuing to advertise creates
an impression that you're successful, and
makes people feel comfortable spending money
with you.
Tips
For Print Advertising Success:
- Know
your audience. What newspapers do your
potential customers read? Why do people
decide to go with your organization vs.
another one?
- Design
an ad with a strong call to action. The
call to action is often to visit your
website for more information. But tell
people what you want them to do.
- Ask
A Question. Often asking a question can
engage a person in a way that a statement
can't.
- Ask
your local newspaper if you can run your
ad on a space available basis in exchange
for a reduced rate. Most newspapers today
don't have a space issue, and you can
often save significantly.
Quick
Case Study:
One
of the best written newspapers in our area
is a satirical paper called "The Onion."
It's great at coming up with fake news stories.
A ton of people read it. Everyone from college
kids to busy business people grab a copy
and read it, often as an escape from the
pressures of everyday life.
Today's
headlines included: "Well,
There Goes Our Vacation to Somalia,"
and "Blindfolded
Panetta Shipped to Kabul in Hilarious CIA
Hazing Ritual." It also featured
"Simple
Tips for A Greener House," which
includes tips such as: Put your plasma
TV on your favorite channel and leave it
on so you won't waste batteries in your
remote control.
It's
a fun but edgy publication, so our ad had
to reflect an in-your-face type of message.
As
far as our message goes, one of the most
common things a client tells us when we
meet with them is that they feel that their
website is ugly.
So,
here's the successful print ad campaign
that we've been running, and had a great
response:
Summary:
Done correctly, Print Advertising
can create an impression that you're a successful
company interested in soliciting more business.
It can drive traffic to your website easily.
And now's a great time because ad rates
are very low. |
