Printed editions of newspapers are an endangered species. We know that extinction is inevitable but we don’t think it’s imminent. Placing ads in newspapers these days is strategic, tactical and practical. Newspaper ads may be considered old school but at times, old school is smart. Under certain circumstances, with certain products, targeting certain demos, newspapers are still a very effective advertising medium.
Times Have Changed
In the late 17th century in Boston, Publick Occurences Both Forreign and Domestick was published. That is how they spelled it, (it didn’t have a sports section) and it’s considered the first newspaper in the American colonies. Only one edition was published because it was suppressed by the government. Freedom of Speech wouldn’t be carved into law for 99-years. Never-the-less, newspapers caught on and for decade after decade they were the only source of news. That changed with the invention of radio, and changed again with television. But, it wasn’t until the mid-90s that the most serious threat to the printed paper took shape. The internet.
Discretionary Income
Today, the internet is challenging television as the number one source of news. Only about 18-percent of us still use newspapers as our primary source of information. However, that 18-percent is well educated, typically affluent consumers who buy stuff. A lot of stuff.
That 18-percent is spread across two wide ranging demographics. They are Baby Boomers born after 1946, and members of the so-called Silent Generation, born before 1946. They are as young as 53 and as old as 90. Combined they have an enormous amount of discretionary income. As you would expect, their medical expenses increase as they get older. They also spend more on travel, movies, restaurants, golf, televisions and, ironically, computers and mobile devices. If your business sells what they buy, you want to be in front of them. You can be with a print ad in the paper.
Little And Local
It’s not just who the reader is, or what they buy, it’s where they are. Our agency often seeks out small town weeklies, and regional publications that connect on a very local level. When you run an ad in this kind of periodical, it says your business is in the reader’s backyard. You’re part of the neighborhood.
Another reason to use the newspaper is when your competition is. Go through newspapers and check to see if a rival has an ad. That’s part of the research we do for clients. Sometimes your advertising budget has to play defense.
So, Should You Go To print?
Yes, if you are after people 50-something and older. It’s not the slam dunk decision it used to be but under the right circumstances, targeting the right demo, and promoting the right product, print can be very effective.