Reading the news

With progress, more and more advertising techniques are surfacing while others are thrown aside.

Many businesses have made the decision to integrate strictly digital components into their advertising campaigns, but the fact of the matter remains, there are places to advertise other than the Internet. 

Print advertising was once seen as the go-to medium for advertisers to place their message. And, consider this, it still remains highly effective today.

According to Forbes, “print still maintains its stance as a powerful and necessary component of an ad campaign.” Why? Let’s keep reading.

One appeal to digital advertising is how easy it is to target your ideal audience on who they are, what they like and where they live.

But did you know that you can do the same with newspaper advertising in print and online with a variety of products and ways to target audiences?

From niche publications to certain sections of the newspaper, to zoning by inserts, newspapers do offer ways of targeting to get your message in front of your audience. With print advertising, businesses can choose exactly where they want their ad placed. Some newspapers can even provide you with audience profiles on the days and publications with your ideal audience.

But maybe you think this is bunk. You may think that all people get their news and advertising information from digital platforms, like smart phones. Well, consider this:

• 79% of all U.S. adults say they have taken actions based on newspaper advertising in the last month.

• 78% of community market adults said they rarely or never rely on radio for purchasing decisions

• And 70% say they rarely or never rely on TV for purchasing decisions. This means a vast majority of today’s population is relying on newspaper print advertising to make purchasing decisions.

One of your client’s favorite aspects about newspapers is they are tangible. And for you, newspapers are more trusted.

The internet is flooded with an abundance of false advertisements, some of which can be damaging to one’s computer and your company's reputation.

Print advertising can’t do this. Consumers rate newspapers as the medium with the most trusted and believable ads, most value in planning shopping, and preferred for receiving advertising information, according to a recent study by

The Internet is still viewed with caution, while print ads have been around for over a century, leading to a great deal of trust with readers.

But digital is cheap, you think. And sometimes it works. And sometimes it doesn’t.

When it comes to terms of Return on Investment — what you put into a marketing campaign vs. what you get out — newspapers are second to none. And according to a Benchmark Study, when print is part of a digital campaign, it increases ROI three to five times the amount.

Don't confuse the cheap advertising of the Internet with the value print advertising can provide. 

So consider this: It’s clear there are a great number of reasons that print advertising should remain the foundation of an effective advertising campaign either as standalone, or as part of a multi-platform campaign.

Gabbi Steele

Gabbi Steele is a ranchy roots girl turned city girl. Growing up in the small town of Craig, Colorado, and eventually graduating from Moffat County High School, she studied at Colorado Mesa University for two years. She completed three different internships with the Craig Daily Press and Steamboat Pilot & Today, getting her foot in the door in the newspaper and multimedia business. She is currently finishing up her degree in business with a concentration in marketing from the University of Phoenix online.

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