The lightning rod. Bifocals. The Franklin stove. The odometer. Daylight Savings Time. Just a few advancements credited to Ben Franklin. Franklin was also one of the first newspaper publishers in America. The Pennsylvania Gazette often featured advertisements from local businesses. Today, newspapers are still a good source to sell your products and services, regardless of the trends.
It’s true that newspaper readership has taken a hit. However, Scarborough Research reports that 74% of U.S. adults read a newspaper—either the printed or online edition—at least once a week. As income and education level increases, so does the readership.
If your products and services match a newspaper’s demographic, that’s an audience that can’t be ignored. Many newspapers are working to reinvent themselves and, in the process, offering some unique advertising opportunities beyond the printed work such as e-mail marketing and advertising in their online versions.
Additionally, papers publish more than their daily editions. Ask about special publications that may reach targeted demographics, such as automobile enthusiast or households bringing home more than six figures.
Nationwide, Sunday is still the most popular day for readership but check with your local publisher to see what other sections get the readership you desire, such as the weekend entertainment section, sports or business pages.
If you’re considering newspaper advertising here are some useful tips: