Newspapers Chapter 11

Newspapers Newspapers can be relied upon where the message delivery goal requires daily frequency and broad local reach to consumers with income for discretionary spending

Newspapers Newspaper sections allow marketers to place ads within context where readers self select for interest Newspapers are read for the advertising as well as the news

Newspapers Preprints, Inserts, FSIs Syndicated Newspaper Supplements Local Newspaper Magazines Comics Special Sections Test Programs

Newspapers Newspapers are reinventing themselves in ways that benefit the direct response marketer. Most of the large media companies now offer advertisers direct marketing services

Newspapers As in direct mail and magazine direct response advertising, there are two major newspaper direct response advertising seasons. The fall mail order season begins roughly with August and runs through November. (A notable exception is a July insertion, especially useful when using a pre-tested piece.) The winter season begins with January, and runs through March.

Newspapers Position –Generally advertisers find that ads are more effective if they appear in the front of the newspaper –Right-hand pages –Section factor

Newspapers While color newspaper ads do draw more attention, it is difficult to get the same quality that you can in a color magazine ad Two-color ads can cost 21 percent and four-color ads 26 percent more than black and white advertising

Newspapers Buying –SRDS –Circulation Rate and Data –Syndicated Readership –Buying Services