1. One and Done. Any advertiser who runs a single ad and waits for results is wasting the money. Advertising works best when it is scheduled with some frequency. Expecting that one ad is enough is like assuming that one tap from a hammer is all a nail takes. (more…)
1. Have a goal/plan: Yogi Berra once said that if you don’t know where you are going, any road will take you there. Knowing what you want to accomplish may be half the battle in creating good advertising. (more…)
1. Stops The reader from turning the page.
2. Sells a product’s benefits rather than its features: People buy based on what the product does for them not on what ingredients it has.
3. Promotes the name of the store or brand while visually creating an image for it.
4. Speaks to a specific group of people.
5. Provides all the facts a reader needs without providing too many.
6. Conveys its message simply. It is believable and honest.
7. Is news: Readers say advertising in newspapers is as important as the news. It is in fact a primary reason that people seek out advertising in newspapers.
8. Offers answers to consumer’s current needs. Advertising sells to people’s wants and not just needs. If people need transportation, they want a Mercedes. If they need clothing, they want Polo.
9. Uses white space. Crammed ads get poor results because readers don’t want to work that hard.
10. Has a sense of urgency. It tells the reader to do something now.
Your Hood County News marketing consultant can help you design an effective ad with the help of our award-winning designers.
86% of voters who cast ballots in the last local election read a newspaper in print or online in the past week, or more often.
57% of voters rate newspapers – more than any other medium – as reliable, accurate and in-depth for local/civic issues.
51% of voters rate newspaper websites – more than any other type of local websites – as reliable, accurate and in-depth about local political/civic issues.
54% of voters rate local TV political ads as annoying, followed closely by those on network TV. Newspaper ads are rated least annoying.
40% of voters report that they are likely to read/look at a candidate’s newspaper ad.
91% of voters who contributed money to a campaign read a newspaper in print or online in the past week, or more often.
79% of voters in the 18- to 34-year-old age group read a newspaper in print or online in the past week, or more often.
83% of Republican, 81% of Independent and 84% of Democratic voters read a newspaper in print or online in the last week, or more often.
58% of voters who plan to use mobile devices for news about campaigns and elections use newspaper sources for that news.
62% of voters ages 18 to 34 who plan to use mobile devices to check for campaign/election news rely on newspaper sources.
Source: Moore Information 2012
1. Portability & Flexibility: Newspapers are portable, and ROP (Run on Press or display advertising) as part of the editorial, is more likely to be carried. ROP also allows ultimate control of size and position.
2. Specificity: Advertisers can request to have their ads in specific sections that appeal most to their customers; e.g., tire ads in sports sections.
3. Reader Involvement: Newspaper readers are not passive (like television or radio users). They have to spend time on a page reading an article, which means longer eye contact with adjacent ads. According to NAA’s Consumer Usage of Newspaper Advertising study, over two thirds (68%) of newspaper readers regularly read or glance through ROP advertising when reading the newspaper.
4. Avoidance of Clutter: Newspaper ads offer a less competitive environment.
5. Reach: You can reach prospects in addition to customers. Newspapers offer the fastest way for an advertiser to reach a local mass market.
6. Superior Audience Quality: Whether it is higher income households, higher educated households or households holding higher level jobs, newspapers do even better reaching a higher demographic audience. . In 2010, more than 73% of adults with $100,000 or more household income read a newspaper in an average week., 80% of College graduates read a newspaper in the past week Professionals involved with management, business and financial operations, more than 70% read a newspaper in the past week.
7. Editorial Environment: It builds incremental credibility for the advertiser.
8. Immediacy: ROP has the shortest deadlines of almost any medium and can produce immediate results for advertisers.
9. Permission Marketing: Readers buy their newspapers and look forward to ads, especially in the Sunday newspaper.
10. Selectivity vs. Intrusiveness: Turning pages is faster than a speeding remote control.
Ask your Hood County News marketing consultant how you can put your message in the hands of all of Hood County readers.
1. Impact: Preprints tend to slide out of the paper demanding to be read
2. Control: Advertisers control, size, color, pages, items, reproduction with a preprint
3. Targeting: With newspaper inserts advertisers can cost effectively distribute, by zip code or by market and everything in between.
4. Flexibility: Newspapers can deliver single sheets, cards, and catalogs, they can distribute large format and small, heavy stock or light, and on the day needed
5. Efficiency: Newspaper inserts are cost efficient in terms of distribution costs often able to deliver for less than 5 cents a household.
6. Date Specific Delivery: Newspapers deliver inserts on the day chosen as opposed to within a window of time. Sunday delivery or daily.
7. Environment: Because newspapers are a welcomed guest in a subscriber’s home, inserts coming in newspapers are more likely to be seen and read.
8. Response/results: Newspaper preprinted inserts can achieve redemption rates of up to 10% depending upon the offer. Inserts have a proven results track record.
9. Deadlines/Timing: Newspapers can accept preprints on a shorter lead time than other distribution vehicles allowing the ultimate in advertiser responsiveness to market conditions, product and pricing needs.
10. Saturation: Newspapers are able to distribute preprints to the masses. Both subscribers and non-subscribers can be reached through the typical newspaper program.
Ask your Hood County News marketing consultant how you economically can reach all of Hood and Somervell Counties with inserts. We offer complete service from design to printing and inserting-all at competitive prices.
1. Readers prefer to see ads in color. Today’s reader lives in a four-color world and is more receptive to color than black and white.
2. Adding color to a black and white ad produces higher recall scores; 15% higher than black and white ads
3. Talk about engagement. Color ROP ads drive readers to visit the advertiser 31% more than black-and-white ads.
4. Color ads do more than capture incremental attention. Color ads are 9% more appealing to readers, are said to be a fresh approach 18% more
often and are 5% more interesting than black and white ads.
5. A full-color ad doesn’t just draw the reader’s attention—it captures it! Color ads are seen to be 33% more beneficial than black and white ads, and 18% more likely to drive readers to look for more information.
6. Newspapers offer excellent color reproduction. Your color will not just jump off the page, it will clearly and vividly represent your image.
7. Because you can! More newspapers offer color on more pages and in more sections than ever before.
8. Color more closely depicts product offerings. Color influences image and attitude and really involves readers.
9. Color is more cost efficient than ever. Color garners results significantly in excess of its incremental cost.
10. Color offers a competitive advantage both building your brand and jumping out of the page. Strategically, color pulls the eye from the headline toward the dominant art element.
Ask your Hood County News marketing consultant how you can ad impact to your advertising with color.
1. Frequency: The online newspaper Web site user spends more hours online than the general user. More than four in ten newspaper website users (44%) spend an average of ten or more hours engaging in activities online during the past week. More than one in five of those newspaper website users (23%) spend more than an average twenty hours online.
2. Credibility: Branded content brings a higher quality audience. A study from the Online Publishers Association (OPA) showed that OPA audiences were more like to buy products and services in a number of key categories, including automotive, entertainment, financial, home, travel and business to business.
3. Targeted: If you want to focus on a particular backyard, advertising in an online newspaper is more personal and more relevant because it is local. Newspapers also publish a plethora of niche sites (youth, women, movie fans, Hispanics, are illustrative) for virtually any demographic advertisers could possibly hope to reach. – “Newspapers know more than ever about their Web audience because of online registration programs and audience segmentation software.”
4. Purchasing power: Nearly one-third (32%) of newspaper website users have incomes of $100,000 or greater compared with 26% of general users. Seventy-nine percent own their own homes and one in ten spent more than $2,500 online in the past twelve months.
5. Content: Excluding e-mail and networking, the most popular online content categories include national local news, sports, financial, medical, and weather information. Newspaper website users are more likely to engage in all of those content categories than the overall internet population as well as do things such as read or contribute to blogs, make travel reservations, and pay bills online.
6. Newspaper online audience keeps growing: Nationally, online newspapers keep growing their audiences. In an average month during the second quarter 2011, newspaper websites had more than 111 million unique visitors and more than 65% of all the active internet universe. (ComScore).
7. High profile: fifty-seven percent of newspaper website users are employed in white collar occupations, as compared with thirty-eight percent of the overall adult population. Nearly one in four (24%) of newspaper website users are in professional and and related occupations. Combined with the newspaper printed product, newspaper media reach nearly eight in ten (78%) of professionals each and every week.
8. Reinforcement: Seventy-four percent of online newspaper users also read the newspaper in the past five days, and repetition increases awareness.
9. Cutting Edge: Newspaper Web site users are more likely to own a smartphone or handheld PC than general website users by nearly 14%. They are also much more likely to spend larger amounts of money purchasing online. Newspaper website users are twenty-four percent more likely to spend $1,000 or more buying online than the general online population.
10. Mix: A variety of recent studies have demonstrated the power of online, when included in a mix with traditional media, to elaborate the brand message. Newspaper print and online products combined have the highest penetration and most desirable audience of any other local medium.
Scarborough Research 2010
