Newspaper ads, despite being the oldest form of print advertising, are still an effective way to reach a large audience. However, you need to make sure it is the right audience! Unlike the Internet which has a young demographic, the majority of newspaper readers are usually those aged 45+. Even so, you can get the best results out of your ads by requesting that they run in the sections of the newspaper which most closely relate to your target audience.
Since newspapers are divided into columns, your ads will be sized according to a predetermined formula: a certain number of columns wide and a certain number of inches long. By doing a little bit of research, you can find out the typical ad sizes for your local newspapers based on column width. It is best that you design your ad to fit correctly within the provided parameters in order to avoid any resizing issues during post-production.
Here are some tips you can keep in mind while designing your newspaper ad:
- Use the bottom section of your ad as a coupon to provide an added incentive for readers to visit your location. Use the coupon to track the response rate of your ads–you’ll know how good your ads are by the number of people using the coupon.
- Add a URL to your print ad to drive people to your website. There, you can tell and sell them more and provide a printable coupon.
- Give your sales rep all the information they might need well ahead of deadline so you can get a proof sheet to check all the facts before it goes to print.
- When it comes to proofing, check your phone number, your URL, any percentages off, brand names, and every other detail. Get another pair of eyes to check for mistakes, too.