newspaper_advertising.htm

Q: Is there anything special I should know about how to create effective headlines and ad body in the e-mails I send to other safelist members?
A: Your headline or subject line should get the attention and the interest of the reader so they will open your e-mail. You do not want to exaggerate in your headline to get people to read your e-mail. If you use hype, your entire list of readers will soon learn not to trust your messages.

As for the e-mail body, you want to give the reader plenty of information about your product, service or business, but don't go over board with the information if you have a link to a website that will do the same job. You are still mainly wanting to keep their interest enough for them to go to your website or give you a call to find out more about what you are offering

Q: Why should I use newspapers for advertising?
A: There are many people who don't look through online marketing sites of any kind, so placing an ad in your local newspapers about your products, business and services can open you up to a whole new marketing group.

Q: What size newspaper ad should I place?
A: There are two kinds of newspaper advertisements: Display and Classified. Display ads are sold by the column inch and usually have a box or frame around them. They can be very expensive, so unless you have a large advertising budget, you should probably start by advertising in the Classified section of your paper in the appropriate category.

I would suggest you keep your ads to a minimum of about 65 words or 5 to 6 lines. This should also include your ad title, ad body and contact information. People usually won't take the time to read a long ad.

Q: Where should I place my ad?
A: You should place them in your local or nearest metropolitan area newspapers to start.

Q: How much will newspaper ads cost me?
A: The cost of newspaper ads will vary from one paper to another. Smaller newspapers may have cheaper ad rates than the larger papers. This is why earlier I suggested keeping your ads small. Some charge by the letter, some by word, and some by line. Classified rates are usually posted at the beginning of the Classified section of the paper. You may have to call for Display rates.

Q: How often should I run my ads and for how long each time?
A: The sales person at the newspaper can work with you to help you decide what frequency will give you the most exposure for your ad within your budget. Regardless of whether you use display or classified ads, there is usually a price break if you run your ad more frequently. Depending on the type of business or product you are selling, the sales rep can also advise you about which days of the week might be the most effective. Ask them to let you know when there is a special circular or supplement that is appropriate to your business (e.g., holiday or special event).

Q: How would I track an ad in a newspaper?
A: If your ad is soliciting orders by mail or e-mail, you can simply use a code in the address that is unique for that particular newspaper. Many advertisers do this by adding a "Department XX" to their address. The "XX" would be coded to the newspaper (e.g., "WP" for Washington Post). For e-mail, you should ask them to use the code in their response to you.

If your ad is a display ad with a discount coupon, you can code your coupon so you will recognize it when it is brought into your store or redeemed by a customer. If your ad is soliciting telephone responses, you should try to ask where they saw your ad and write down the answer.