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Kingman Newspaper advertising
The key to successful advertising is to determine the best medium or combination of media to accomplish your sales and marketing objectives. This profile covers Newspaper alone or as part of a Newspaper / Radio media mix.
Advantages of Newspaper Advertising
Mass Audience: Newspapers reach a relatively large mass audience throughout the market with a single exposure. A single ad in the newspaper typically can create more impressions than a single commercial on television, a single Radio commercial, a single outdoor billboard, or single insertion in any other medium.
Visuals: The newspaper's combination of text and graphics, when used effectively, can create visual appeal that reinforces the messages of its advertising.
disadvantages of Newspaper Advertising
Decreasing Penetration: Gone are the days when almost every American household subscribed to at least one newspaper. Just after WWII, there were more than 1.2 newspapers in the U.S. for every household. Today, it's 0.4, meaning that on average, a household subscribes to less than half a paper. (RAB Newspaper Performance Reports, based on ABC data, are available for most U.S. markets.) (Knight Foundation, 2011)
New Competition from Outside: One of newspaper's ad categories (classifieds) is under attack both from Internet sites and savvy Radio stations.
Aging Audience: Newspaper readership skews older (50+).
- Radio Advertising Bureau
- Audit Bureau of Cirulations, 2012
- NAA, 2011