Although the digital age is upon us, there are still many benefits to newspaper advertising, especially for small businesses. Even in a digital media world, print media still flourishes and harbors a loyal audience. Here are a few reasons local print newspapers can be ideal advertising platforms for small businesses.
Local Sunday papers get more readers.
Daily newspapers have about 127.1 million readers. On Sundays, however, readership reaches a staggering 132.4 million readers. That’s more than a Superbowl-sized audience! Leisurely Sundays prompt locals to pick up their paper with their morning breakfast, or even for the Sunday coupons. Therefore, local ads in the paper are more likely to be noticed and less likely to be tossed in the trash. Even though many publications are converting to online papers, the readership for newspapers and online sources remain the same. A 2014 survey done by the National Newspaper Association found that 49% of readers have never sought out local news online, suggesting that readers are still reliant on local print newspapers as a news source.
Papers are a more non-intrusive form of advertising.
Pop-up ads and much of online advertising can be incredibly intrusive and irritating for internet users. Even with 571 websites being created every minute, internet display advertising struggles with an average 0.11% click-through rate. Print newspaper advertising is expected by readers, and often sought out in hopes of finding coupons or deals for local businesses. In addition, newspaper ads are usually placed into specific sections of the paper that make it easy for readers to find what they are looking for. This helps companies be found by people who have an interest in what they are offering. For example, an ad for a local bakery could be included in the food and dining section of the newspaper.
Papers are cost-efficient.
Not only is local newspaper advertising ideal for targeting, you can also alter the price and circulation of your ads to fit your budget. Local papers offer a wide variety of options that most businesses can afford. Some of these include classified ads, half-page ads or full page spreads. The benefit of advertising in newspapers is that newspaper ads have a longer shelf life than online ads. An ad in a newspaper lasts for as long as a reader keeps the paper, which could be for weeks or months, while an online ad lasts only for as long as you pay for it to remain online.
Paper ads offer print-to-web interactivity.
Incorporating digital media with print advertising can offer many benefits. Consider adding a “text-to-like code” in your next print ad. This will allow your prospects to like your Facebook pages through text messaging. This can increase revenue by generating traffic on your company website or Facebook page. You can find out how to do add the “text-to-like” option to your Facebook page here. By offering a bridge between print and online media, customers can stay up-to-date on sales, new products and store changes.