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What the Newspaper Ad Person Won?t Tell You
Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. Newspapers have been there in every step of the typical store owner's life from the very beginning. Newspapers covered his birth, his high school graduation, his engagement, his marriage, the death of his parents and everything else.
Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily.
Many, if not most, retailers, lay out their own ads. It is said that over the years, merchants have come to believe the only way to get it right is to do it themselves. This thinking has given rise to the new breed of newspaper salesperson. No training, just a list of customers and the daily question "Gotchyur ad ready yet?"
You should understand the newspaper's weaknesses and learn to avoid them whenever possible. The Skinny for and against newspapers.
There is no proof full page or double-truck ads are more effective than half page ads. The savings can be spent on a concurrent radio campaign or billboards.
The same with color. It looks great, but the increased cost many times does not justify the small increase in readership. Forget the color and go with more frequency.
The paper is delivered daily, but there is no need for an ad every day as the paper reaches the same readers. 3 times a week works just fine. Spend the difference in the shopper or on a supporting radio campaign.
Newspaper coupons will have a better rate of redemption with a radio chaser. Especially if the coupons are NOT in a Sunday paper competing with 85% of all coupons weekly. Think about a coupons on Tuesday with siupportiung radio to drive them to it.
What the newspaper ad person won't tell you: Less than half of newspaper readers read the entire paper. Most are skimmers. How many times through the paper does it take for you to find your own ad?
Over half of every paper is ads. Almost as bad as TV. More than two-thirds of the Sunday brick is ads.
Newspaper rates are climbing faster than the space shuttle. The smallest of ads in the smallest papers can cost over $100. One time, one shot and POW!, its at the bottom of the bird cage.
Newsstand and subscriptions prices are rising, too. 75 cents an issue is rapidly losing to 4 quarters.
Most papers offer no competitive protection. Your ad can be placed side-by-side with the competition. Get the salesperson to guarantee you separation.
Daily newspaper numbers are dwindling. There are only a few more than 1000 daily papers. Smaller communities must rely on weeklies or papers from another area with a "local" section.
Newspapers are still a formidable advertising force. Find ways to continue to use the paper to increase store traffic, but do it with other advertising so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper.
For more about advertising, get my article "Do Your Radio Ads Work?" MailTo:RadioAds@BigIdeasGroup.com
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How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits!
John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today's marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements.
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First and foremost - You should identify your target market. Target your direct marketing lists. Identify who you are selling to, and why they should buy from you instead of your competition. Keep in mind that placing your offer in front of 100 targeted response leads that have shown an interest or have a history of using your product or service can be much more effective than marketing to 1000 non pre-qualified leads.
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Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy
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How to Know if Direct Mail Will Work for Your Business
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When you hear claims like?
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Generally speaking, everybody either in or wanting to get into mail order, feels that they have the final answer to what the general public will beat a path to their door to buy. The problem is that once they've invested a good deal of hard-earned cash and countless hours, their programs don't sell quite as well as they had hoped they would. Thus it is that these people begin to feel that they've left something out or perhaps not doing "some little thing" that they should be doing.
More Cheap Tricks for Promoting Your Business
In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful.
Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its presence no matter how hard we try. Considering how pervasive advertising is in our daily lives, it's no surprise that people have such extreme views about it.
Bad Seduction - Advertising Techniques That Dont Work
I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice. They illustrate a complete lack of understanding of the whole persuasion process.
Become a Storyteller Not an Advertiser and Watch Your Traffic Increase
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Testimonials Convert Prospects Into Buyers
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Moving Message Display
Moving message display are designed to be installed into environments where vast amounts of information need to be conveyed to large audiences both quickly and efficiently, also in the world of indoor and outdoor displays. This gives you enormous flexibility for creating interesting text message on Moving message display.
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