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Old 9th March 2005, 03:33 PM   #1
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Default What the Newspaper Ad Person Won't Tell You

Here is a great article from Mike McDaniel on how to do your own ad in the newspaper and not fall for what the newspapers ad salesman tries to get you to do.

"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."

Catch it @ http://www.smallbusinessbrief.com/ar...ng/000935.html

How many of you have used newspaper advertising and what was your luck with it?

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Old 9th March 2005, 05:15 PM   #2

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Please tell me the reason for the ? (Won?t)

I prefer targeted mailings. Seems much more effective with a better class of respondents.

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Old 9th March 2005, 08:10 PM   #3
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Sorry about that...didn't catch it....source must have been using a mac and the quotes were unknown (?)

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Old 12th March 2005, 02:45 PM   #4

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Hi Linda,
We have used ads in the local newspapers with NO response. We tried creating the ads, and have had the newspaper create a few, both with no luck. I feel our advertising dollar is better spent in other venues. Just from our experiences.

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Old 14th March 2005, 12:57 PM   #5
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Thank you for the response. It is good for our members to hear what works for certain people and what doesn't.

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Old 5th January 2006, 01:32 PM   #6
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Default thumbs down to newspaper advertising

I, too, have advertised in a fairly large local paper... and it's delivered free to
over 300,000 homes plus available for purchase at many stores.
The thing is I have had very little to no response to the ad...
I designed it myself--and having taken a college commercial arts course
I know how to lay out and ad ...

I think I'd rather cook a hotdog over a pile of burning money
than place another ad in the paper-- at least my money would then be
doing something ....

The only way I'd even consider getting another ad in a paper if its
a specialized paper...there may be alot of competition ads in it--but it's being looked through by exactly the target market I'm aiming for...

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Old 12th January 2006, 05:26 AM   #7

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I quit getting the paper. Wife was mad that they were pileing up. Perhaps if I didn't spend so much time online.

Mc Donalds is in walking distance so if I really want to read the newspaper I go there and read the courticy(sp?) copy.

I've skunked out with newspaper adverts. I've done better with the thrifty nickel.

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Old 13th April 2006, 12:55 AM   #8

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Post Here are a couple of tips to test your newspaper effectiveness...

First off, try a coded coupon offer in your ad. (Actually, I would recommend ALWAYS having an offer in your advertising...) A redeemed coupon gives you actual trackable countable proof of the effectiveness of your ad. Now, I have to point out that the offer should be strong enough to warrant a response from your potential customer. A friend of mine who happens to be a weekly newspaper publisher told me a great story along these lines. He had a coffee stand that ran a few ads in his paper. He got comments from the owner similar to some that I have seen posted here - no one reads the paper, my ad isn't working, etc. So my friend made the "coupon" suggestion. The coffee stand owner came up with his great offer - 10% OFF a coffee order. Now, this coffee stand was about 5 blocks off the nearest thoroughfare (sp?). And the average cost of a cup of espresso, latte, whatever is - what - $3.00? So - the coupon is worth a THIRTY CENT savings. Big deal!!! My point is - make a solid offer, track and count it and you'll have a fairly good idea of the effectiveness of your local paper.

Secondly, and this is a bit more radical - but a BRILLIANT test to see if the paper is being read... Have the paper put your ad in UPSIDE DOWN! (I know, I know - why would you spend your hard earned money like that...) But - I virtually GUARANTEE - you will find out how many people actually read the paper, because they will all either come in your store or call you to tell you that the newspaper messed up your ad. A simple tally will tell you how many people will potentially respond to your ad.

Beyond that - it is simply having a better offer and a better ad than the rest of the businesses in the newspaper. To accomplish this, it might be worth your while to seek out a professional ad designer or agency to produce your ad. One downfall of the "in-house" ad design department at the newspaper is that all of their ads look the same. You want yours to stand out? It needs to made by someone other than the person making all the others.

Make sense?

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Old 27th April 2006, 09:15 PM   #9

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Default Newspaper advertising effectiveness

The question is not about the medium (that is "newspapers") -- but the audience and your target market.

Indeed, shot-gunning an ad to a broad audience in a general newspaper is going to give little or no results, generally. As would any ad in any general venue if our target market is not reading or using that medium.

The key, with all advertising, is choosing the right venue.

Example: if your business only serves other businesses, likely the general newspaper in your town/city won't get great results, even if it's in the "business section" -- although that's worth a test. Try the local "business journal" paper, which is published in most larger metropolitan areas.

Example: if your business targets consumers (ie., a service business for massage or landscaping, etc.), then your local newspaper might work. Although most "service directories" in local newspapers seem to focus on "labor" type services...so massage or word processing type services might not lend themselves well here. Take a few weeks and keep an eye on what ads keep repeating, over and over. Small businesses who repeaet their ads, month after month, usually do so only because it works.

Indeed, less people are reading print newspapers nowadays -- which means you should also consider your target market. Are they "older"? Older (I don't have the statistics handy) -- but more mature folks read the newspaper. 20-30's folks read newspapers less. They are online, likely...or in coffe shops..or other venues.

Again, as with all marketing/advertising efforts -- knowing your target market, and their habits, what they read, use, etc. is key to know before you spend a dime in marketing efforts.

Newspapers are still good venues to promote products and services -- so you can't write them off with the swing of a hand.

It all comes down to who are your prospects, and what they read (paper, web, etc.).

If you have current customers, I suggest you do a survey of them to find out what they read, use, etc. -- then use that data to determine where to advertise.

Scott - Small business marketing for business services. Free e-course: 9 easy steps to get new clients
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Old 21st June 2006, 10:05 AM   #10

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Any medium can be used successfully to advertise your business if you use that medium correctly and use it for the strengths it offers.

Conversely any medium can and will fail miserably if missused.

I've found from working with clients that most use the paper as a "catch all" advertising medium. Laying out an ad is easy so they use the paper and "hope" it will work. Same goes for Yellow Pages By the Way

You need to advertise strategically. Unfortunately most colleges teach marketing and advertising as if everyone is going to be running a fortune 500 company when in reality there are more people running small businesses. Small business owners need a different advertising strategy than large business if for no other reason than that a big business can afford to weather a $1 Million advertising blunder from time to time, whereas a small business can rarely afford to weather even one $10,000 blunder.

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