Newspapers and Magazines are important print media used by companies to deliver advertising messages. Newspapers tend to offer opportunities for the broadest range of advertisers, but magazines have strengths in helping you connect with a specific audience.
The print market is coming under pressure from digital news and entertainment output, but nonetheless national newspapers and magazines still hold the loyalty of millions of readers and represent the whole range of opinions and lifestyles within a population. It is relatively easy for potential advertisers to establish the demographics of the target market and advertise to a mass market or focus their advertising on particular market segments.
Compared to television advertising, print advertising is relatively cheap. Local newspapers will appeal to regional businesses, while multinationals will look for the 'wow factor' that a national newspaper or magazine can offer. Magazines provide even greater value added with enhanced quality through glossy photographs and quality paper, appealing to high end and fashionable organizations.
Advantages of newspaper and magazine advertising:
- -Good coverage - national or local options (local newspapers offer good geographical selection)
- -Can be used to convey a significant amount of information
- -Relatively cost-effective
- -Some targeting possible by knowing the profile (socio-economic group etc.) of the readership of the newspaper or magazine
- -Readers have the opportunity to refer back to advertisements at a later date. Magazines, in particular, may be kept for long periods if they contain articles that readers wish to keep or refer to at a later stage.
The Benefits of Newspaper Advertising
One of the immediate benefits of placing a newspaper ad is the short lead time. Newspapers are released daily or weekly for the most part, which means whatever messaging you’ve created in your copy can be much timelier when compared to magazine ads.
Cost is also another benefit. Local newspaper costs tend to be relatively low, and focus your ad on a specific geographic market. Advertising costs do increase with national newspapers, but the audience is so much wider that the value offsets the extra investment. Something else to keep in mind is that print newspapers hold high esteem with their readers. They care about the content between those pages and give value themselves in what is included.
Newspapers also tend to have a broader reach than magazines. The general nature of the information inside of newspapers means a wider audience can appreciate the content of your newspaper ad. The more eyes that see your content, the more opportunities for conversions.
Here are a few more benefits of newspaper advertising:
Impact and Effectiveness
The Benefits of Magazine Advertising
We’ve already mentioned that the reach of newspaper ads to a broader audience is a positive; however, the fact that magazines typically have niche audiences is actually one of this medium’s biggest strengths. Marketers can take a more targeted approach with magazine ads because the readers are very specific. This can potentially increase the influence your ad has on the readers, even though the spectrum is limited.
Design is another benefit for magazines ads. Magazines are more colorful, creatively laid out, and readers tend to hold on to magazines for much longer periods of time than they would a newspaper. And because the content in magazines extend over a period a month, or sometimes three or four months, readers can pick up the magazine several times before getting through all of the content.
Here are a few more benefits of magazine advertising:
Display Higher Quality Images
Target a Specific Demographic
Target a Specific Industry