Why Local Newspaper Advertising is Important in 2021

Man sitting on a bus smiling and wearing sunglasses while reading the newspaper

Advertising is an important factor in any type of business. A good advertisement can mean the difference between making a profit or experiencing losses. Many business owners understand that one of the most difficult parts of starting a new business is making your product known to the public.

Today, advertising is done in different media. It can be on online websites, social media applications, television and radio commercials, and many more mediums. Due to the latest technological advancements, most companies are looking to various forms of digital media for their advertising projects. Still, some invest in printed advertisements.

When the newspapers were still the main news source about current events, businesses took advantage of this and printed their advertisements in newspapers.

Today, this is still a relevant medium for advertising as newspapers can sell up to a million copies in a single day! It may be an unconventional advertising method in this era. Still, without the big companies hogging all the prints’ space, it gives new and small business owners a chance to advertise their products.

 

The Advantages of Advertising Through Local Newspapers

There are many benefits to using local newspaper advertising in 2021. Let’s go over them here. 

 

Cost

First, it is relatively cheaper than other forms of advertising, such as making a television commercial.

Local newspaper advertising will only cost you the charge the publishing company will require. There would be only a design cost if you had it made by an illustrator, which can be waived if you can make the design yourself.

 

Easy Retention

In 2021 when there is more “noise” than ever online, print advertising becomes even more useful. By noise, we mean the several links, calls to action, pop-ups, etc., that can bombard the average internet user.

In a sense, a physical newspaper or magazine can provide a sort of quiet refuge while satiating the reader’s appetite for knowledge or entertainment. Furthermore, as people must move physically through your ads in the paper, they’ll more easily recall your ad later on.

Also, you are assured that the readers who will see your advertisement will be attentive people who are really looking for information. Most people scrolling on social media are less attentive to ads since this is not what they were looking for online.

 

Your Print Ad Will Last Longer

Your ad will stay with the prospect for as long as the magazine or newspaper stays on their desk. Whereas with digital ads, they will only stay with the prospect as long as they’re remaining on that particular web page.

Also, when someone puts a digital advertisement in their recycle bin (pdfs, images, etc.), it won’t be seen by anyone. But with a physical ad, there’s the chance that it can be passed along to someone else’s desk, and the audience reach for your ad can end up being greater (likely at least two weeks).

 

Purchasing Power

People who purchase and read newspapers may be serious buyers or investors looking for products in the advertisement section. The age group of people buying newspapers is also mostly adults, so it will be easier to reach people who have spending money.

 

Authoritative Source

According to a Marketing Sherpa survey of 1200 Americans in 2016, it was found that consumers trust print ads more than any other advertising medium.

Another factor that makes local newspaper advertising better than digital advertising is that readers are more likely to trust advertisements printed in the newspapers. Sketchy pop-up ads randomly appearing on websites, on the other hand, garner far less trust. The pop-up ads usually lead to scam offers and other websites of a similar nature.

Also, online advertisements are mostly considered noise these days, so they will be more likely to be ignored.

The lesson should be this: placing your ad in a newspaper or magazine will more than likely add credibility to your service offering. At the same time, putting pop-up ads online will possibly reduce your credibility.

 

Form New Business Relationships

Newspaper advertisements serve as a great avenue for business partnership among business people in a similar field. The advertisements can help them find businesses that are just starting out or going out of business. They can form partnerships that can help both parties elevate their positions. Some advertisements are also very helpful when making such deals. Contact numbers and persons to contact are usually listed in the advertisements.

While there are many advantages of newspaper advertising in 2021, is it really worth your money compared to the other advertising options out there?

 

Man reading newspaper and woman reading news on smartphone at table

How Effective is Newspaper Advertising in 2021?

When your brand is exploring the various options for spending money on advertising, the question of whether print advertising in 2021 is worth it will inevitably come up. After all, why should we continue to invest in print ads when there are so many excellent digital options these days?

While it’s true that digital advertising has some irrefutable strengths, print ads still come with other huge advantages.

Yes, digital ad campaigns can be easily measured. You can see the exact number of people who viewed your ad, clicked it, and converted. Print ads can’t give you that kind of information.

However, advertising in a reputable magazine with an established audience carries massive benefits, which we will discuss here.

 

Print Engagement vs Digital Engagement

In print media, ads are not an interruption; ads are part of the experience. For most people to read magazines or newspapers, they must be subscribed. This means that they are willing to accept the entire experience, including the ads.

Therefore, most print media subscribers don’t mind ads, and some of them actually want to read the ads.

On the other hand, digital ads are often intrusive because they aren’t relevant to what a person is pursuing at that moment. You might have been searching for pet food on Amazon, which will pop up later as an ad on a computer gaming website. Probably not what you’d be interested in seeing at that moment.

 

Is Newspaper Advertising Worth Your Money?

Investing in printed advertising may be old-fashioned, but many small businesses get a lot of push from this. Other big companies still maintain some form of printed advertising, showing that this form of media can still connect with their customers. It is cheap, shows credibility, and directly targets specific consumers. Printed advertising is definitely worth your time and money, so start thinking about it if you are just starting your own business.

 

Conclusion

As you can see, print advertising in 2021 still holds several significant advantages over digital advertising. Digital ads can work great if you’re just looking for quick results with lots of data. However, if you want to crack open the shell of your target market, then there’s no better way to do it than with print advertising.

 

 

6 Local Business Print Advertising Factors You Need to Know

Man sitting at table with coffee reading the newspaper

Is it better to advertise your business in your local magazine or the newspaper? Find out the answers to these questions by learning about these 6 factors of local business advertising below.

It wasn’t too long ago that running ads in the local newspaper was the status quo of local business advertising. However, with printed newspaper readership on the decline, this type of advertising has begun to seem archaic compared to online marketing strategies. Print advertising still works great for local businesses, however. You just have to be aware of the key factors that are in play.

 1. Relevancy is Crucial

It’s first essential to understand what the secret ingredient is that makes print advertising work. The secret ingredient is ensuring that your ad gets in front of a targeted audience. That will ensure that they’re at least somewhat interested in seeing what you offer.

As anyone who reads a hobby-specific magazine can tell you, it takes longer to read through a magazine involving your favorite hobby than it does to read through a general-interest magazine. That’s because, in hobbyist magazines, people actually read the ads as well.

In contrast, in general-interest magazines, people usually skip through them. Why? Because in general interest magazines, ads aren’t targeted and are therefore irrelevant to most readers. Ads relevant to readers generally show useful items to its readers, i.e., golf clubs for golfers. This piques golfers’ interest because a golfer will want to know what new clubs or other tools are available to help them improve in their hobby.

But relevancy isn’t only about items; it can also be about geography or even content. Relevance can be achieved by showing your ad to a clearly defined group of people in a specific area.

 2. Solid Distribution is Essential

Does your community still have a vibrant local newspaper? Or how about one that’s distributed to a certain area of the city (or only to residents of a small town)?

If so, then you might try to get into the action as well and advertise to those people if that’s the area where most of your current customers are from.

But first, what do we mean by vibrant? This means that the newspaper isn’t just delivered locally but is also eagerly received.

For instance, picture this: in one neighborhood, a local newspaper is distributed to houses in the geographic footprint-free of charge. It’s tossed onto people’s driveways. Many homeowners in the area leave it on their driveway for a couple of days before finally tossing it out – it happens every time.

Now picture another scenario: in another neighborhood across that same town, a different version of that same newspaper (created by the same parent company) is delivered right into their mailboxes. Afterward, they end up in people’s living rooms and kitchens. They end up getting read, and neighbors share what they read with each other.

Now you understand why it pays to know how many people receive print media AND how they end up receiving it.

 3. Content > Ads

First, do your research into whether the publication you’re considering putting ads into actually has active readers. A good indicator is if there’s any actual content in the publication besides ads. Publications that are little more than miniature coupon books have little perceived value among consumers and often get thrown out before even being given a good look. It’s basically the same as when people fast forward past commercials on TV.

In short, if the publication has no content, then we wouldn’t usually recommend you to advertise in it.

 

Senior man sitting on bench outside reading the newspaper

 4. Relevancy + Activities for Readers

Let’s go ahead and take ads to another level. Take Coffee News KC for example. We publish 10 area editions of our paper that are focused on specific neighborhoods in towns and cities across the KC area. The writing focuses on the particular neighborhoods and content relevant to the people in those neighborhoods. In fact, many of the articles are written by people who actually live in those same neighborhoods.

Not only that, but these papers offer readers another carrot: neighborhood-specific activities that they can engage in. Every month, the paper features special events for people in the community to join in, including advertisers. It could be a movie night or a special dinner at a local restaurant. These personal events give print advertising that extra “kick” it needs to work better.

 

 5. Implement a CTA to Help Measure Success

Frequently a local business will put out an ad in the local magazine or newspaper to raise brand awareness. The issue with this approach is there’s no means of finding out if it produced the desired effect. It’s much better to create a specific CTA instead.

What you can do is announce an event on a certain day, require an RSVP (or give a unique discount that expires on a specific date). That way, you’ll be able to measure precisely what response you received from the dollars you spent on the ad.

For instance, a country club that wants to increase its number of winter diners in their restaurant could do the following. They could start by putting out ads at the beginning of fall, advertising a “Harvest Festival Dinner” or “Holiday Brunch.”

It should be made clear in the ad that reservations are required and that only a specific number of reservations can be accepted. However, placing reservations should be simple for everyone  – both phone reservations and online reservations should be taken.

And finally, always include a deadline for your CTAs.

 6. Repetition Matters!

It isn’t just a simple sales tactic being done by these publication companies; it’s a tried and true print advertising factor. Repetition of ads works to get better results. Create a series of advertisements that repeat over time for optimal results with print advertising. They can be similar but remember to change them up every so often. People will still be aware it’s advertising but will give them a look because the ads are slightly different.

Reopening and Advertising Your Small Business

Red sign on door reads closed due to covid 19

At present, the world is still under the global threat from the coronavirus. This threat though, not in the form of artillery and armor, and has almost an equal impact on the globe. Every country at present feels the impact of, what seems to be a never-ending virus. This has affected a large number of businesses as most have been made to shut down. 

Businesses, on both large and small scale, are of vital importance to the growth, development, and sustenance of a country’s economic system, and their importance could not be overemphasized. Large scale businesses are known to be at the forefront, and in their names, transactions are made, but little is known of the backbone which helps these companies. The backbone of a large scale business is a small scale business. Many large businesses are in affiliation with small scale businesses which helps them in the production, transportation, and distribution of many of their products. These small scale businesses also have great impacts on a country’s economy. 

Below are some of the ways that small scale businesses positively affect the economy:

 

 1. Employment

Small scale businesses serve as great sources of employment to a lot of people in a system, thereby allowing them to be able to fend for themselves. 

 

 2. Reduction in Criminal Activities

Due to job provision created by small scale businesses, people learning and growing in different sectors of work, could have the opportunity to get busy, learn, and develop in their various fields. This helps them to have a sense of satisfaction and a means by which to provide for themselves, which helps with the curbing of the crime rate, which is largely caused by poverty.

 

 3. Specialization

There are various forms of small scale business, from transportation down to specialized equipment production. By this means of specialization by small scale businesses, they serve as sources of great help to large scale businesses by helping to lift burdens, which results in better focus by large scale businesses. We could conclude by saying the relationship between the small scale businesses and large scale businesses are intertwined as they also help in their development by being customers.

 

 4. Overall economic development

It is also known that the large scale businesses didn’t develop overnight, but instead from a small scale. As time goes on, these small scale businesses go on into expanding and becoming large scale businesses. Bringing new investors to the economy, and providing even more jobs, creating an atmosphere for economic stability and growth. Etc. 

Those are some of the means by which small business helps in the economy of a country. Due to the ravaging pandemic, many small businesses have been forced to shut down, and many more are being moved to the brink of getting closed.

If measures are not taken to reopen these small-scale businesses, we could expect the following.

 

Red sign on door reads closed due to covid 19

Consequences of Not Reopening

 

  1. An increase in unemployment. Due to businesses going out of commission, employers would have no choice but to let go of its employees. If this is allowed to take place, the number of unemployed civilians who cannot fend for themselves could double or even triple the present number. 
  2. An increase in the crime rate. Due to the increase in unemployment, civilians could be moved to the option of crime. This, in effect, would be detrimental to the development of a country.
  3. An under function of large scale business and worst of all a tragic decrease in the economic standard of the country. 

 

Many large scale businesses depend on these small scale businesses to carry out various activities for them. It will be of a tremendous disadvantage to the large business if its trusted supplier becomes forced to shut down operations. This will inevitably cause an under function of the large scale businesses. If this persists to a major portion of the economy’s large scale business sector, it will have a negative influence on the economy.

As we all know, with business, a reopening is just the first phase. If the business is going to be reopened under the situation of the pandemic, then certain steps would have to be carried out for optimal functioning of the business and a reduction in the risk of contraction. 

Steps that could be followed for the reduced risk of contraction includes.

 

Server at restaurant with face mask serving woman sitting down

Reducing Risk of Spreading Coronavirus

  1. The constant use of a face mask.
  2. The availability of washing stations/ sanitizers.
  3. For the proper implementation of the social gathering rule, the ability to reach the target population at the due time would also be needed. 

After this has been done, we need to take into consideration the means by which these small scale businesses could begin to function optimally. We know some of these businesses have been shut down for a little while, so it will take something extra to bring them back fully, and one aspect is the reaching of customers: the old, new, and potential customers. 

The business would not be the same without its customers and would literally have no aim. One of the means by which this gap could be breached is through the means of advertising.

Advertising comes in various packages. We have online advertising and offline advertising. With our present age and time, most forms of advertising go in electronic forms; as of today, the world has gone digital. Now adverts could be made easier by means of social media and platforms. There are various methods based on the type of prospective customers.

As we are in a world where people want to gain as much information as they can in so little time, below are some of the following ways by which adverts should be made.

 

How to Make Small Business Adverts

  1. Concise and straight to the point. 
  2. They should be put in a creative manner to attract their types of customers.

Also, for an optimal reopening of small scale businesses, the government could assist in a little way by the cutting of taxes paid by their owners so as to allow these businesses to get into the race quicker.

If these means are carried out in addition to more carefully laid out plans, an economy should expect a stable flow in economic standards and even grow.