Benefits of Print Advertising
Newspaper subscriptions and newsstand purchases are falling dramatically, and magazines are shrinking in size. Nevertheless, print advertising offers many significant benefits over online, radio and television advertising. While Internet participation continuously increases, online advertising is largely failing to attract an audience. People record television shows partly so they can fast-forward through ads. Newspapers remain the best bet for local organizations, and magazines for niche groups.
Other People Are Reading
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Cost
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Newspapers usually are the least expensive way to reach a large audience.
Detail
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Newspaper and magazine ads can communicate long, complicated and detailed information and descriptions, as well as provide illustrations. People can review these ads many times while making decisions where to shop.
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Magazine Niche Audiences
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Specialty magazines such as those for individual sports and hobbies are great at targeting niche audiences, as noted by author Edd Applegate in the 2004 book "Strategic Copywriting."
Newspaper Niche Audiences
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Newspapers also can target like-minded readers with regular weekly sections, such as home and garden or local entertainment.
Short-Term Events
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Newspapers also are the best option for businesses wanting to inform a large audience about a short-term sale or event.
Expert Insight
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According to Scarborough Research, a combination of print and online advertising may have the greatest potential. This study showed the Milwaukee Journal-Sentinel as ranking first in audience penetration in the top 50 United States market areas by population, when including both the print and online versions.
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