Positive and Negative Attributes of Newspapers »
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Positive Attributes
* Immediately deliver their reading audience, generally 100 percent within one day.
* Offer wide array of editorial environments (depending on scope of an individual publication) via different sections (international, national, or local news; food; entertainment; etc.) which can complement a specific advertising message.
* Offer the opportunity for long copy exposition via full-page or multiple-page ads.
* Can accommodate preprinted material supplied by the advertiser (eg, Freestanding Insert).
* Allow distribution of reader-response materials: coupons, sweepstakes/contest entry forms, surveys, etc.
* Offer permanence of the advertising message--for repeat exposure during a second reading of the newspaper, for clipping/saving/ reference, and for exposure to others who might read the same copy.
* Are capable of reaching large numbers of people, either as a single entity or when purchased in combination with other newspapers.
* Can be purchased nationally, regionally, or locally.
* Allow distribution of the advertisement to possible nonreaders who might be part of an advertiser's secondary target audience (its employees, the trade, etc.) via overprints.
* Can be relatively cost-efficient compared to other media forms, depending on the target audience and the size of the advertisement.
* Require a lower advertising production cost than some other media forms.
* Can produce frequency of exposure by a reader seeing the same advertisement more than once in a copy (repeat readership).
* Reach people who are lightly or not exposed to other media forms, thereby extending reach and/or frequency.
* Offer an audience which often uses the medium for shopping purposes (eg, what's on sale where, which movie is playing at which theatre).
* Generate a relatively higher local market penetration than magazines.
* Can accommodate unique ad space configurations.
* Allow a relatively faster space and material close than magazines.
* Can accommodate dealer listings.
Negative Attributes
* Charge relatively high-cost premiums for less than full-run purchases.
* Do not offer sound or motion in the advertising message.
* Do not offer the total reach potential of other media forms.
* Once in the printing process, cannot be cancelled, thus becoming relatively inflexible for accommodating last-minute changes.
* Do not produce as high a frequency level as other media forms.
* Are relatively cost-inefficient for large-space ads.
* Contain little or no separation between less-than-full-page advertisements, which results in clutter and could lead to reduced advertising readership.
* Are short-lived and do not offer substantial pass-along audiences.
* Generally do not offer high-fidelity color reproduction except in within newspaper magazines.
* Do not deliver non-adult audiences to the extent other media do.
* Usually do not expose an advertising message to more than one person at a given moment.
This resource is (c) NTC Books and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.
Positive Attributes
* Immediately deliver their reading audience, generally 100 percent within one day.
* Offer wide array of editorial environments (depending on scope of an individual publication) via different sections (international, national, or local news; food; entertainment; etc.) which can complement a specific advertising message.
* Offer the opportunity for long copy exposition via full-page or multiple-page ads.
* Can accommodate preprinted material supplied by the advertiser (eg, Freestanding Insert).
* Allow distribution of reader-response materials: coupons, sweepstakes/contest entry forms, surveys, etc.
* Offer permanence of the advertising message--for repeat exposure during a second reading of the newspaper, for clipping/saving/ reference, and for exposure to others who might read the same copy.
* Are capable of reaching large numbers of people, either as a single entity or when purchased in combination with other newspapers.
* Can be purchased nationally, regionally, or locally.
* Allow distribution of the advertisement to possible nonreaders who might be part of an advertiser's secondary target audience (its employees, the trade, etc.) via overprints.
* Can be relatively cost-efficient compared to other media forms, depending on the target audience and the size of the advertisement.
* Require a lower advertising production cost than some other media forms.
* Can produce frequency of exposure by a reader seeing the same advertisement more than once in a copy (repeat readership).
* Reach people who are lightly or not exposed to other media forms, thereby extending reach and/or frequency.
* Offer an audience which often uses the medium for shopping purposes (eg, what's on sale where, which movie is playing at which theatre).
* Generate a relatively higher local market penetration than magazines.
* Can accommodate unique ad space configurations.
* Allow a relatively faster space and material close than magazines.
* Can accommodate dealer listings.
Negative Attributes
* Charge relatively high-cost premiums for less than full-run purchases.
* Do not offer sound or motion in the advertising message.
* Do not offer the total reach potential of other media forms.
* Once in the printing process, cannot be cancelled, thus becoming relatively inflexible for accommodating last-minute changes.
* Do not produce as high a frequency level as other media forms.
* Are relatively cost-inefficient for large-space ads.
* Contain little or no separation between less-than-full-page advertisements, which results in clutter and could lead to reduced advertising readership.
* Are short-lived and do not offer substantial pass-along audiences.
* Generally do not offer high-fidelity color reproduction except in within newspaper magazines.
* Do not deliver non-adult audiences to the extent other media do.
* Usually do not expose an advertising message to more than one person at a given moment.
This resource is (c) NTC Books and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.