Newspaper and Magazine Campaigns
What Is It
Although newspaper readership has been on the decline for the past several years, local newspapers still carry 45% of all local advertisements. Newspapers offer three basic types of advertising: classified, display and supplemental ad inserts. You can advertise with a short production lead-time, there are low production costs and newspapers are great at delivering detailed copy and information.
Newspapers typically provide information from a geographical area. Magazines focus on a general subject. They’re typically classified by how they’re distributed. Paid-circulation magazines are publications that readers pay to subscribe to, and controlled-circulation publications distribute their magazines free within certain occupations, trades or areas of interest. Both types sell ads and make money from advertisers, but controlled circulation magazines also may sell their databases of subscribers, and run trade shows in their areas.
Print advertising, whether placed in newspapers or in magazines offers you high credibility along with the ability to select a targeted audience for your message. Print ads are more permanent because your message can be kept and revisited. With magazines you can split-run your ads, placing one ad in half of a magazine’s circulation and another ad in the other half in order to test your message or offer.
How We Can Help
Sundog has been producing and placing print advertising, along with all other types of media for many years. Put our experience to work for you. We find and recommend the correct medium for your message in order to deliver the best results for your budget.
Rather than compete for readership, newspapers have developed a collaborative relationship with the Web, according to a comprehensive survey by The Media Audit of 85 U.S. metro markets. The firm found that newspaper Web sites help to extend the reach of their print counterparts, minimizing rivalry between the two versions.
Robert Jordan, co-chairman and co-founder of International Demographics, Inc., parent company of The Media Audit, explains that newspapers and their Web sites are really one media as opposed to two. “Newspaper Web sites are an extension of the newspaper and add audience to the reach of the printed edition. Also, newspaper Web sites are updated throughout the day, which improves a newspaper’s ability to complete with television news programs with up-to-the minute breaking news information.”