Newspaper Advertising
If you haven't done it yet, prepare a press release for all the
local newspapers in your area. When it comes to actually placing
your classified ads avoid your larger metropolitan newspapers.
Classified advertising in large newspapers is fruitless for a
small business owner unless you happen to rent or sell real
estate.
The smaller weekly, bi-weekly or monthly papers are usually
easier to work with and cheaper to advertise in. If your
business specializes in a particular niche look for specialty
newspapers. For instance, some cities have newspapers that
targets senior citizens. Another example might be one that
specifically appeals to women.
Prepare a list of all the newspapers that you feel would be a
good resource for your business. Your first step should be to
call or visit each of them and request a "media kit." What you
receive can vary from a single page "rate sheet" to an elaborate
portfolio.
Expect the receptionist to attempt to turn you over to a sales
rep. Try and avoid speaking to the sales person, but the
"gatekeepers" are usually very well trained and will make every
attempt to have you speak with a sales person. Whatever happens,
do not place any advertising at this point. You are on a fact
finding mission only.
Review the material in the media kit. At the very least you
should receive a copy of the publication, a rate sheet and a
list of upcoming seasonal specials. You may very well receive
two separate rate sheets. One will be for "classified ads" and
the other will be for "display" ads.
Once you have reviewed all the material you've gathered, create
a new list of those publications that meet your criteria. One
thing to note is the difference in rates between classified and
display advertising. Display advertising rates are substantially
higher.
Once you have your list ready, call and ask to speak to the
sales rep that covers your area. The sales rep wants your
advertising and will do whatever is necessary to get it. Their
job is to sell ads but a good rep will take the time to help you
put together an ad campaign that will meet your budget and
expectations.
Negotiate with the sales rep to have your press release run
concurrent with a paid display ad. It needn't be a huge ad, just
make sure that they are both on the same page and it's large
enough to be noticed.
Make a deal for a 12 or 16 week run of a smaller display ad.
That will give you "leverage" with the sales rep and they will
see you as a potentially serious advertiser, generating
substantial ad revenue in the future.
You probably won't be able to get your ad "above the fold" but
try. If you are given a choice of below the fold outside or
above the fold inside, take below the fold. If they know what
they are doing, they won't put ads above the fold anyway.
Pick up any print media and you will see that text is usually
above the fold. Ads run from left to right and right to left
depending on the page. If you begin at the outside edge of the
page to the center (whether it's the left page or the right),
the ads will generally be tiered like a pyramid from outside to
center sloping downward.
We read from left to right. So if you are on the left side of
the paper, you want your ad to be seen first, BEFORE the eyes
read the text to follow.
If you are on the right side of the paper, you want to be the
last thing they see at the end of a line. So outside is always
best. Outside ad placement is reserved for larger sales and are
almost always read.
Always ask about "seasonal" specials. Most publications have one
or several special inserts or, in some cases, entire issues that
are published during specific seasons.
Keep these tips in mind and you should be on your way to
successful newspaper advertising!