You need to consider:
A full page Ad in a major metropolitan daily newspaper could easily cost
between $5,000 and $10,000.
An Ad in this newspaper would certainly reach some of your customers but
you are also paying for the many thousands of other readers that are not in
your market area or have no interest in your offerings.
A major national company might think nothing of placing a series of full
page Ads like this but many small businesses would spend the advertising
budget for a year on one or two of these Ads.- Don't allow your personal bias to influence your choice of a newspaper or
any other media for that matter.
The media choice that will reach
your customers may not be the
media that you personally would
like. - Having your Ad in the right position in the newspaper can make a big
difference in the impact of your
Ad.
Newspapers will want to charge
you extra to guarantee to place
your Ad in a specific location.
However, the newspaper
salesperson will usually
accommodate your request for
positioning in an area of the
newspaper without an extra charge
particularly if you are a regular
advertiser.
FFoorr eexxaammppllee::
You may prefer to read a national
newspaper that has a focus more on
national and international news and
issues.
Your market research and analysis has
revealed that the customers in your
target market tend to read a local
community newspaper that focuses
on community issues and events.FFFooorrr eeexxxaaammmpppllleee::: (^)
If your business were selling building
materials, decorating products,
furniture, or appliances, it would be
a good idea to have your Ad located
in the Home Living section of the
newspaper rather than the business
section.
If your business is selling financial,
legal, accounting or consulting
services your Ad might be better
positioned in the Business section of
the newspaper.