Newspaper advertising has been around longer than any other form of advertising we see today and is still the first kind of advertising that businesses think about doing. These ads can do a lot more than just advertise one item or one sale–each one can work really hard to bring in customers, and then bring them back again and again. They’re a good way to reach a large number of people, especially those aged 45-plus who tend to read the paper more frequently than younger demographic groups who tend to get their news from television, radio or the internet. And you can target your ads to the appropriate markets by requesting that your ads run in the section(s) that most closely relate to your target audience, be it sports, lifestyle or business. Like all forms of advertising, your print ad costs will depend on a lot of things: the size of your ad(s), what publication(s) you use, what sections of the paper(s) you want your ads in, the frequency with which you run the ads, and whether you use color in your ads. When it comes to working with the publication, you’ll have a different sales representative from each newspaper who will not only quote you prices and deadlines but will also help you design your ad.
Both the daily and weekly papers will have special sections (holiday, home improvement, landscaping and so on) throughout the year, and you should ask when something appropriate for your business is scheduled. Your sales representatives should also contact you to let you know what’s in the works. It’s a good idea to place ads in these special sections even if you’re not regularly in the publications–your competitors will. The good news is, many times these special sections carry a less expensive rate, or automatically runs your ad in all papers, in all sections, and sometimes even offer free color printing, which is a fabulous perk.