Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.
- Allows you to reach a large 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
- 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.
- Short term advertising
- Ad space can be expensive and repeat adverts make campaigns very, very expensive
- Adverts do not target a specific consumer
- 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. Not for image creation or status
- 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. Only 40% of the distribution reaches your profiled reader, wastage is high.
- 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 reading newspapers in preference to magazines and Internet.