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Newspapers

Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.

Advantages

  • Allows you to reach a huge number of people in a given geographic area
  • You have the flexibility in deciding the ad size and placement within the newspaper
  • Your ad can be as large as necessary to communicate as much of a story as you care to tell
  • Exposure to your ad is not limited; readers can go back to your message again and again if so desired.
  • Free help in creating and producing ad copy is usually available
  • Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days.

Disadvantages

  • Ad space can be expensive
  • Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors
  • Poor photo reproduction limits creativity
  • Newspapers are a price-oriented medium; most ads are for sales
  • Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded.
  • You may be paying to send your message to a lot of people who will probably never be in the market to buy from you.
  • Newspapers are a highly visible medium, so your competitors can quickly react to your prices
  • With the increasing popularity of the internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication.
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