For many advertisers, especially for local ones, the newspaper advertising is a kind of tradition. A newspaper became the first printed Media in the USA, as well as in the other countries, to print advertisements. Today, the newspaper advertising experiences a recession due to new Media and, consequently, new opportunities for the advertising. Still, this advertising Media holds an important place in the advertising plans of many companies, and, at the same time, it is the only available and affordable Media for small advertisers.
The newspaper advertising can offer you a flexible approach to the advertising and to meet practically any demand of any customer. The advertisers have the possibility to place a big advertising message on several columns or, even, in a centerfold; they may also put it in a color inset or make a black and white advertisement. The flexibility of the newspaper advertising is provided also in the terms of the advertising publication. It differs very much from the magazines, where the advertisements are brought to the editor long before a magazine is published, and it takes as little as several days to do that with the newspapers. It allows the advertisers to react immediately to the market changes and to make hot offers to their consumers. In addition, the newspaper advertising offers the necessary frequency of the advertisement's issue. Furthermore, some editions permit doing it on a daily basis.
The frequency of the newspaper advertising is quite essential, especially due to the fact that the amount of the advertising in this Media has recently grown significantly. The more advertisements are published, the less time and possibility there is for the readers to read each ad. That is the reason why it is essential to work out a proper design and make it distinctive among other advertisements.
A major part of the newspaper advertising belongs to newspaper classifieds. These are advertising messages, classified according to their subject and content. They are often used by small local advertisers. The newspaper classifieds allow the advertisers not to disperse their advertisements to the large audiences, but to address their target consumers.
The newspaper advertising may include components of the direct response advertising. It may contain coupons, discount tickets etc. Many editions offer the services of the address mailing in order to cover a separate neighborhood or consumers with a specific income level. Newspapers often present the color advertisements insets and free products samples at the customers' disposal.
The most important matter about the newspaper advertising is the high level of the readers' trust to the information it offers. The fact that the largest part of the newspapers readers are men older than thirty five with a high level of income also plays an important role. This is the most attractive segment of the target audience for many advertisers. While planning your advertising campaign, take into consideration the benefits that the newspaper advertising may give to you and to your company.