Your Local Business Can Benefit from The Effectiveness of Newspaper Advertising.
Newspaper advertising, despite its naysayers, remains an important component of any effective marketing mix.
In today’s frenetic digital world, where the firehose of social media and online advertising are pervasive, there remains a powerful and sometimes overlooked medium that delivers relevant and effective options for marketing your local business: Newspaper advertising.
Newspapers have been providing local residents their trusted news for generations. In the case of our own Keene Sentinel, now for more than 225 years!
Local businesses who advertise in and support local newspapers benefit from that credibility by reaching fully engaged audiences in a trustworthy and brand-friendly environment. Placing your business’s brand adjacent to news that is trusted is a great way to communicate both your marketing message and your support and involvement with your local community.
What are some of the other top reasons you should consider print advertising as an important component of your overall marketing mix?
- Fully Engaged Readers: Newspapers are an active medium, meaning users have to engage with it to consume it. Newspaper readers are fully engaged when reading their daily edition, undistracted by pop-ups, interstitials, auto-sound, and more. Reading the newspaper is an uninterrupted experience where the advertising is integrated into the overall content environment. Many newspaper readers enjoy both the informational and entertainment value of newspaper ads as part of the overall reading experience. No interruptions here.
- Desirable Audiences: Approximately 56% of print newspaper users have a household income of $75,000 or more while 44% report making more than $100,000. As well, 70% of households earning more than $100,000 read newspapers. By reaching demographics with higher levels of income, the possibility of them having the disposable income to purchase your business’s products and services is greater.
- Content Adjacencies: Newspaper advertising provides an ideal opportunity to have your local business aligned with content that is relevant to your customers. From general news, to civic coverage, sports, lifestyle and entertainment; along with specialty publications dedicated to areas from weddings to home improvement to holiday gift giving; local newspapers will put your ad in front of those people you want to see it: Local consumers.
- Improved Multimedia Effectiveness: Building your marketing campaigns in a complementary multimedia fashion will encourage print audiences to engage with your company and brand in their online environments. Newspaper advertising can generate traffic to your digital brand via QR Codes and web-specific calls-to-action, among others.
So, what works best, print or digital advertising?
Print and digital advertising work best when they work together to play to their particular strengths along the customer journey. Print is great for developing awareness and explanations of product attributes; as well as evoking stronger emotional responses; while digital is a great medium for targeting audiences and driving that audience to your website.
Combining print and digital advertising can deliver your business a comprehensive marketing campaign that maximizes reach and effectiveness.
Is Print Advertising Still an Effective Way to Market My Local Business?
Here are some important statistics about print advertising to consider when building your next marketing campaign:
- 82% of consumers trust print advertisements the most when making a purchase decision.
- 69% of people like receiving print advertisements that include coupons for restaurants and 65% like coupons for retail businesses.
- 33% of millennials alone have an active subscription to a newspaper or magazine.
- For non-profits print ads generate nearly 78% of donations.
Sentinel Solutions understand all important media, including print, and how it can help to make your integrated multimedia campaign more effective. We can develop a custom and integrated multimedia marketing program, engaging with potential customers all along their path-to-purchase, to help your business grow.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed.
