What Makes a Good Newspaper Ad?

A good newspaper ad gets results. There's no hard and fast rule for which ads bring advertisers new business, but there are some basic conventions to follow, including the four noted below.

Clarity

Ad readers should be able to tell what your business is and what you're advertising with just a glance. Ads that are too busy or cluttered get ignored, so include only the bare minimum of information. If you offer many different services or have several promotions, focus on one or two of them in each ad.

Size

The bigger an ad, the more it will cost, but it won't necessarily be more effective. Your ad should be as large as necessary to include all pertinent information. If you're shrinking the font size to fit text into a business card-sized ad, you're probably throwing money away; invest in a bigger ad or include less copy.

Placement

Since people read from left to right, right corner spots are very effective. Front and back page ads tend to be seen by more eyes than those buried in the middle of the paper. Keep in mind you'll pay extra for more desirable locations.

Repetition

Advertising takes time to pay dividends; an advertising "rule" notes that people must see ads seven times before they'll act. Running a single ad--even a large one--probably won't help your business very much; you're better off running a series of smaller ads.

References

• Essentials of a Good Newspaper Ad
• The Secrets of Good Newspaper and Magazine Advertising

Resources

• Newspaper Advertising Costs