Print : Newspaper, Magazines, Direct Mail

If you want to increase brand recognition, foot traffic, product sales, and repeat business, buying ad space in local newspapers is a great place to begin. Although radio and television have their advantages, local papers offer many benefits that help you achieve a good return on investment and boost your leads and sales. Here are some of the advantages of using local newspapers to advertise.

8 Benefits of Advertising in Local Newspapers

Affordability

Local newspaper advertising is an affordable option for small businesses. Rates per ad vary depending on the size, location, use of color, and circulation of the paper, giving businesses a variety of options depending on their budget. Newspaper ads are more affordable than television, direct mail, or radio advertising, and despite the rumors that print media is dying, advertising in local papers is still thriving.

Timelines and Great Flexibility

One of the benefits of local newspaper advertising is flexibility. There is no limit to exposure with advertisements as they can be examined at leisure. Readers can take their time with the messages. There are also options for inserts cards and booklets that stand out from the paper and grab the reader’s attention. These inserts can also include coupons and special offers that encourage reader interaction. You can manage the frequency of your ad’s reach depending on the circulation of the newspaper you choose to post in.

Proactive Audience

Another advantage of local newspaper advertising is that you can increase the chances that readers will notice your ad, especially if they are looking for deals. They will take the time to read it and possibly even follow through with a sale or offer.

Targeted Geographic Audience

Did you know an average issue of a daily or weekly newspaper reaches more people than the average half-hour prime-time television show? The span of attention for an average Internet user is only eight seconds whereas print media readers spend much more time reviewing information, news, and advertising. Local newspapers tend to target the local geographic market, which means you can efficiently connect with a wide community of people who are likely to buy into your products or services. There are tens or hundreds of thousands of subscribers to newspaper publications in cities and metro areas. Buying into local newspaper advertising benefits you with great exposure at affordable rates.

Build Trust

Publishers at local newspapers put in great effort to build and maintain positive relationships with community members to establish a loyal customer base. As the reputation grows, members begin to trust the company more, to provide timely and accurate information. Members also believe the trusted local paper won’t do business with companies that are untrustworthy. You can build a positive reputation in the community simply by associating with a trusted local newspaper.

Last-Minute Changes

A rapid turnaround on production changes is another benefit of advertising in local papers. If something changes and you need to quickly adjust something with your ad at the eleventh hour, the newspaper advertising department is able to get the job done quickly in most cases.

Wide Range of Advertising Options

Advertising in newspaper gives you the freedom to choose the type of ad and position (classified, feature, etc.) that most effectively sends your message to your target audience. You are able to adjust the size of your ad, its format, and its color to achieve the desired impact.

Convenience

Newspaper companies provide readers many different platforms to choose from so they can receive their news and advertising content in the most convenient way. Since there is still a dedicated readership of subscription newspapers and local newspapers, you will benefit from reaching an audience who finds reading print media convenient and a part of their daily routine.

With the advanced capabilities and highly penetrated use of email and other online channels like video and social media, you may ask… Is Direct Mail still effective? You may even be wondering if the cost is worth it?

Here are 5 reasons why it’s still a very effective and relevant tool for Demand Generation and Lead Nurture.

1. It’s Personal

With Direct Mail you can add that personal touch and address your customers by name. I personally look forward to seeing what I get in the mail (besides bills of course!). And, I’m more likely to respond to a special offer that is addressed to my personal needs.

2. It’s Targeted

You choose who you want mail to be sent to and when it will be sent. Direct Mail is more focused and targeted to individuals who will most likely respond to your offer.

3. It’s Accountable

Direct Mail gives you the ability to track the success of your campaign. Whether it’s counting the number of coupons redeemed, visits to custom landing pages, or inquiries generated. By tracking and analyzing results, you can see what is working and if any changes need to be made.

4. It’s Integrated

Direct Mail can easily be integrated with Web, Media (TV/Radio) and Social to create a winning combination. Integrating Direct Mail with these online channels enables measurement and accountability.

5. It’s Tangible

Finally, Direct mail comes in all shapes and sizes! You can choose from postcards, brochures, letters, coupons, and so much more. As the name suggests, it’s the only media channel that physically allows you to place your message in your customers’ hands. With the use of coupons, QR Codes, etc. you get your customers actively involved. And, combining your Direct Mail, say with an emerging channel like “mobile” using QR Codes you can really make a memorable impression!

Let’s also take a look at some of the numbers that explain the reach, impact, and trustworthiness of mail as referenced in Deliver Magazine (Volume 7, Issue 3, June 2011)

Reach

“A whopping 98% of consumers bring in their mail the day it is delivered, and 77% sort through it immediately.”

“According to a survey of 6,400 online shoppers, households receiving print catalogs shop online more often and spend more meaningful time at retail websites. The results held regardless of age, income, region or education of the survey respondent.”

“The United States Postal Service delivers to more than 149 million residences, businesses and PO Boxes in every state and territory. That’s more mail to more addresses in a larger geographic area than any other post in the world.”

Impact

“The global direct mail advertising services market is forecast to reach $25 billion in 2015. Market growth will be spurred by locally targeted advertisements and micro-targeted advertisements, a move away from mass advertising to direct advertising.”

“Businesses in the U.S. spent $45.2 Billion on Direct Mail Advertising in 2010, marking a 3.1% increase from 2009 levels.”

Trustworthiness

“The United States Postal Service processes 391,000 pieces of mail a minute and processed 41.5 millions address changes in 2010. It has been named the Most Trusted Federal Agency six consecutive times.”

“The 18-34 preference for direct mail and newspaper is 2-3 times greater for info about household products, health products, insurance and financial services than sources such as social media.”

Bottom-line, consumers are still feeling the love for Direct Mail and this love is expected to grow 5.4% for B2B Direct Sales and 5.2% for lead generation.