5 Things To Remember For Effective Newspaper AdvertisingSep 19, 2017 | Newspaper
Newspaper advertisement has survived the tides of time because they are pocket-friendly, effective and have the power to carry your message forward to millions. The beauty of newspaper ads lies in the simplicity of the process. There has been little change in the magnitude of the effect of a print ad. What has changed is the booking process and printing process. These have adapted to time and the demands of the consumers across the world. However, not all newspaper ads published in the print medium have the same impact. Since we want your ad to be as effective as you do, we will share the five important secrets the defined success in newspaper advertisement.
Select the Correct Newspaper for Newspaper Advertisement
According to the latest surveys and as per the data from RNI, there are roughly 1,10,000 newspapers in India. The most popular ones are in English and Hindi. There are considerable publications in Urdu as well. Other regional languages have their own set of publications that provide a wonderful, ready platform for companies who want to reach out to a particular region or locality. Newspapers published in regional languages provide a natural targeting system. If a brand is interested in reaching out to people based on linguistics and culture, this is a perfect way of doing so.
Selecting the right newspaper makes all the difference in print advertising. Each newspaper has its own niche audience and you can pick the preferred newspaper based on its circulation, reach and category. For example – if you own a garment business that is looking towards promoting a new brand or a new offer, you can pick a local publication in a local language. This will carry the news of your business endeavour forward to your target audience.
Select the Right Edition and Package For Newspaper Advertisement
This is sometimes more difficult than picking a newspaper. You must have noticed how Times of India Advertisement and The Telegraph have their dedicated editions for different cities. For example – TOI has Calcutta Times that caters to ToI patrons in Kolkata only. Eenadu Advertisement has a special district edition in Andhra Pradesh that covers only the districts of the state. This makes sense when your services are localized or your products cater to a restricted community.
First, you will have to understand the reach of the editions and special publications. Second, you have to know about the readership profile of these special editions. Only then will you be able to pick the right edition of a newspaper. In case, your newspaper of choice does not have an edition for your exact location, then you should go for the location/edition closest to your original chosen location. If you don’t want to do that, you should simply go with a publication that caters to your location of interest specifically.
Choose the Right Supplement for Newspaper Advertisement
Every 21st century daily with a respectable circulation has at least one supplement. While some supplements are dedicated to weekend fun and Sunday brunch infotainment, others are hard-core editorials on business, sports and even public notice ads in newspaper. In many cases, several brands that sell lifestyle products or offer business counselling services find it more profitable to publish their ads in these supplements. Your selection of the supplement or the pullout will determine how far your brand or your product will reach. For example – if you run a real estate company, you definitely will not profit much if you publish your newspaper ads in the Telekids. You need to pick a property related supplement like the Times Property.
Select the Right Day for Publishing Your Newspaper Ad
Numerous studies have shown that newspaper advertising responses vary according to their day of publication. Let’s say, an ad published on a weekday got a moderate response. When the same ad was published on a Sunday, the response was impressive. This is simple human behaviour and science. Sundays are usually lazy and people have more time to thoroughly peruse their newspapers. They are not usually just skimming through for the headliners or the “goodies”. On Sundays, people have more time to notice the ads and even advertorials.
The study also shows that, if the newspaper has a supplement and the ads published in the main newspaper has fewer chances of being noticed. Publishing newspaper advertising in the infotainment supplement of a day during the weekend draws more attention to the ad. This elicits a better response and a higher ROI. The reason is a simple one. Regular readers expect categorical supplements on specific days of the week. They keep an eye out for these on certain days. Hence, they warrant more attention.
Include Contact Details and a Call to Action
How can you invite someone to your shop or office, without giving them the basic contact information? This is a very basic faux pas in the history of newspaper advertisement. You need to provide at least your business contact number or your website along with your print ad. Once you provide your contact information, your potential customer will automatically start to trust you a little more. This is especially true for the newer brands. In order to make yourself a household name, you need to advertise in the right places frequently and you need to provide your contact details. This makes business more tangible. This is nothing but humanizing a corporation or a company that might otherwise be intangible. A call to action is also very important in certain cases. If you want your customers to call a particular number or send a special SMS free stuff, you should mention that in your newspaper ads. It also ensures that potential customers can get in touch with you from any location.
Wrapping Things Up for Newspaper Advertisement
This compilation is the key to the success of newspaper advertising. It combines various factors including statistics, human psychology and simple principles of communication. This holds true for India and an Indian audience. So, put your thinking hats on and start working on the best ways to mix and match the data for reaching out to the millions waiting for a word from you.