How to Place an Ad in Multiple Newspapers

Newspaper advertising can help promote your business to the local community.

If you have a product, service or event you want to market to your community, newspaper advertising is a viable option for spreading your message. And what's more, you're not limited to advertising to just one paper, you can purchase advertising space in numerous publications. For maximum exposure, run your advertisements during the same time frame, provided that space is available and your budget permits.

Instructions

1. Identify the newspapers available in your area. Research each of the newspapers to determine which ones are geared toward your target market. You can determine this by reviewing the content, the delivery method and reviewing the advertisements that appear in the publication. You can also review media kits on the publications' websites.

2. Review old issues of the newspapers at your local library to determine what types of advertisements have been placed in the past six months to a year. Look to see if your competitors are advertising, the frequency their advertising, the types of advertisements they purchase, as well as the language and images they use in their ads.

3. Contact the sales departments of each newspaper that fits your target market. The contact information can be found on the inside of the newspaper or on the publication's website. Ask the advertising sales assistant for information like, advertisement prices and sizes, the format advertisements need to be submitted, the advertising schedule and the editorial schedule. Determine which dates are available to purchase advertising spots.

4. Determine your budget and select the size advertisement you'd like to place. Review the advertising deadlines and availabilities the sales associate gave you to determine which dates work best to run your ads in multiple newspapers. Contact the sales department of each publication to schedule your advertisements. You'll receive an ad insertion order from each newspaper, which will indicate your schedule run date, the cost of your advertisement and the deadline for submitting your advertisement for publication.

5. Create each advertisement you plan to run in multiple newspapers. For a true test of how well each advertisement performs compared to the ones you run in other newspapers, use identical copy and graphics, if each advertisement is targeting the same overall audience. Work with a graphic designer and copywriter to ensure that your advertisements inspire readers to take action and buy your product, request your services or attend your event.

6. Include different offer codes, websites or phone numbers to track the responses you receive from each newspaper advertisement you place. If all of your advertisements are running at the same time, you need to have a way to identify which advertisement people are responding to when they contact you or order your product.

7. Submit your advertisement to each newspaper you plan to run you ad to.

Tips & Warnings

• Craft a benefit-oriented advertisement to reach readers. Customers want to know how products and services will add value to their lives.

References

• "The Small Business Bible: Everything You Need to Know to Succeed in Your Small Business"; Steve D. Strauss; 2008
• Entrepreneur: Make Newspaper Ads Work for You

Resources

• Small Town Marketing: How to Place a Small Town Newspaper Ad
• Nieman Lab: Has Newspaper Advertising Reached Rock Bottom? Probably Not.
• Entrepreneur: Newspaper Ads