Newspaper+Advertising

=**﻿﻿﻿ **Newspaper Advertising =


 * ﻿ "The World's ** [[image:DDJYCAC4D42OCAR3ATO9CAZA3I3FCAM1CCRICAKF5O3WCAWAY9RQCAPKCIPNCAO1S62TCA6TDZBQCA716W5TCAQ4AK56CA6TV7S2CASSET9DCA5FCXD4CAEM2HPJCAPRAFJ2CAUHTZ0YCA3VUB65CADPH5P7.jpg width="195" height="108"]] **﻿Print Medium" **

__**Introduction:** __ Newspaper advertising is one of the most common ways to advertise in many countries. Newspaper advertising usually provides advantages of greater market share in many locations. Also, newspaper advertising does not depend on the target consumers having a television or radio at a certain time in order to receive the message of the advertisement.

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 * __Types of Newspaper Advertising: __**

**Newspaper advertising comes in two major divisions: display or classified**.  l **//Display advertising //**

It is generally higher profile advertising. Typically, display advertising may take up an eighth, quarter, half or full page. Display advertising may either be in color or black and white, with the color option costing more. Display advertising can be found throughout the paper. 

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 0px; overflow: hidden;"> l **//<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Classified advertising //** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">It is usually the cheapest option for most people and <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">appeals to those who are after a certain market. <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">For example, rent apartment; find a job; buy a pet <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">typically may use classified advertising in their <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">searching. Classified advertising are usually found <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">in a specific section.

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 15pt;">**__Advantages of Newspaper Advertising:__**

Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Geographic selectivity ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">Newspapers serve a well-defined geographic area, so they are attractive to <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">local merchants. Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Coverage and reach ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt;">Newspapers effectively reach a broad cross-section of the adult population. <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt;">Current readership statistics show that newspapers effectively reach 51% of <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt;">adults 18 years of age and over.

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">﻿ Ø<span style="color: #002060; font: 12pt/200% 'Times New Roman','serif';"> **Engagement** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: -21pt;"> Newspapers are an engaging medium – people devote a considerable amount <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">of time to reading the paper, and tend to consume it more carefully than other <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">media such as television or radio.

Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Flexibility ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;"> Newspapers provide several forms of flexibility. It is a medium where advertising <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;"> can be placed with short lead times, say, two to three days. <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;"> Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Creative and merchandising considerations ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">Newspapers are a closely read medium, and since there are many size options for <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">advertising, advertisers are able to present messages that include long copy or factual <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">information. Also, newspapers offer merchandise tie-in opportunities, such as <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">cooperative advertising with local distributors, or coupons or other promotional <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt 21pt; text-indent: 0cm;">incentives geared toward trial purchase or building loyalty.

Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Short lifespan ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">A daily newspaper is around for only one day or less, so the likelihood for <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">an advertisement to receive exposure is drastically reduced if the newspaper <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">is not read on the day of distribution. Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Lake of target-market orientation ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">Newspapers in general reach a very broad cross-section of the population. <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">For advertisers using a mass reach, newspapers serve a purpose. But <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">advertisers wishing to reach a target market that is upscale in terms of income, <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">occupation, or education must recognize that newspaper advertising will reach <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">many who are not in the target market, resulting in a wasteful spending of an <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">advertising budget.
 * __<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 15pt; line-height: 200%;">Disadvantages of Newspaper Advertising: __**

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;"> Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Clutter ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Clutter is the extent to which a publication’s pages are fragmented into small <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">blocks of advertising and editorial.

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;"> Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Poor reproduction quality ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Advertisers may compare newspapers to magazines on any number of bases. <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">With respect to quality of print reproduction, newspapers compare very poorly.

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;"> Ø **<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">High cost ** <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">The high cost of newspaper advertising is a problem faced by national advertisers. <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">As an advertiser adds markets to its list in order to reach regional or national market <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">coverage objectives, the cost of newspaper advertising suddenly becomes quite high.

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">**__<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 15pt; line-height: 200%;">How is selling newspaper advertising? __**

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<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 9pt; line-height: 200%;"> Dwight McKenzie, speaks about selling newspaper advertising.

**__<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 15pt; line-height: 200%;">Newspapers in Canada: __**

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%; margin: 0cm 0cm 0pt;">In Canada, there are currently 134 //daily newspapers// with a total average daily circulation of 6.4 million copies. The largest daily is the //Toronto Star//, which has an average Monday to Friday circulation of 452,500 per day. Of the 134 dailies in Canada, 120 are published in English and 14 in French. Included in these figures are two free daily tabloids that are distributed in Toronto: //Metro// and //24 Hours//. <span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 12pt;">Newspapers rank second to television in Canada, controlling 15% of net advertising revenues. That revenue is generated from four advertising sources: retail advertising, classified advertising, national advertising and retail flyer advertising.

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 15pt;">**Newspaper is going to be a part of your advertising media plans!**

<span style="color: #002060; font-family: 'Times New Roman','serif'; font-size: 15pt;">References: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">

<span style="font-family: 'Times New Roman','serif'; font-size: 8pt;">1). WISE GEEK, “What is Newspaper Advertising?” N.p., n,d. Sat.12 Feb.2011. // < // [|//http://www.wisegeek.com/what-is-newspaper-advertising.htm//]** // <span style="font-family: 'Times New Roman','serif'; font-size: 8pt;">> // **<span style="font-family: 'Times New Roman','serif'; font-size: 8pt;">     <span style="font-family: 'Times New Roman','serif'; font-size: 8pt;">2). Tuckwell, Keith J. (Keith John), 1950-Canadian advertising in action / Keith J. Tuckwell. -8th ed. <span style="font-family: 'Times New Roman','serif'; font-size: 8pt;">3). Newspaper Advertising Page, “Benchmark Communications – Marketing, Advertising & Media Solutions” N.p., n,d. Sun. 13 Feb. 2011. < // __<span style="color: #548dd4; font-family: 'Times New Roman','serif'; font-size: 8pt;">http://www.bmcommunications.com/print.htm __ //<span style="font-family: 'Times New Roman','serif'; font-size: 8pt;">>.   <span style="font-family: 'Arial','sans-serif'; font-size: 8pt;">4)"YouTube – Really Funny Newspaper Commercial." //<span style="font-family: 'Arial','sans-serif';">YouTube - Broadcast Yourself. // . N.p., n.d. Sun. 13 Feb. 2011. < // __<span style="color: #548dd4; font-family: 'Times New Roman','serif'; font-size: 8pt;">http://www.youtube.com/watch?v=bfBPDOeY__U __ //<span style="font-family: 'Arial','sans-serif'; font-size: 8pt;">>. <span style="font-family: 'Arial','sans-serif'; font-size: 8pt;">5)"YouTube – Selling Newspaper Advertising" //<span style="font-family: 'Arial','sans-serif';">YouTube - Broadcast Yourself. // . N.p., n.d. Mon. 14 Feb. 2011. < // __<span style="color: #4f81bd; font-family: 'Times New Roman','serif'; font-size: 8pt;">http://www.youtube.com/watch?v=K2ZsiuPQkPg __ //<span style="font-family: 'Arial','sans-serif'; font-size: 8pt;">>.