Newspaper Advertising Costs - What
You-Should-Know Guide!
Author: Nick P. Bentley

Newspaper advertising expense have obviously, like everything
else, ranged, changed, and cycled from high to reasonable to
absurd again. And with the latest realities for paper news the
commensurate newspaper advertising costs might seem daunting:
newspaper circulation has declined over the last half year,
those involved speculating that readers are leaning toward
online news sources and "other media outlets" (LBN and Michael
Levine, star reporter).

But while, according to the above sources, such circulation
rates have fallen for top newspapers like USA TODAY, THE WALL
STREET JOURNAL, and THE NEW YORK TIMES, the form of advertising
is still a leading form for branding and identity and
exposure…so newspaper advertising costs, whether they rise or
not in response to the circulation woes, should be accountably
proactive in one's advertising endeavors.

Keep in mind that newspaper advertising costs are adjusted for
cost of living, inflation, and subscription sales
(circulation).

According to the Bureau of Labor Statistics and writer Elise
Burroughs, newspaper productivity has also fallen. Or it had,
between 1987 and 1997. Commensurate with these stats is the
information also put forth by BLS and Burroughs that newspaper
advertising costs, or the "newspapers' share of total ad
dollars dropped from 26.8 percent in 1987 to 21.8 percent in
1998." This might or might not be some consolation. Most
likely, it will negatively impact, as, for example, one index
maintained by VP and director of forecasting Robert Coen
reveals that advertising costs for national advertisers spiked
by 6.8 percent in 1998, for instance, but for other years
reveals much "slower increases."

But newspaper advertising costs, while reflecting the dips in
doing and driving/selling, still might be justifiable
expenditures for those in the market for making themselves
known, reputed, or even household names. If small businesses,
for instance, who usually do not profit but lose from news ads,
follow some professional and experienced advice, that is. For
example, at http://businesstown.com, they recommend the
following:

Use a big product ad rather than a series of small recurring
ads.

Use punchy (and therefore engaging) headlines and captions.

Use sharp and snappy photos/images.

Include sell copy and location information for the potential
buyers.

Run service ads in the appropriate papers and sections—where
your potential buyers will be likely to look.

And while the punchy headline is not as necessary to the
service ad, clear and motivating information message is.

And, the sources remind, (despite newspaper advertising costs
that might work against this) readers expect sales, deals, and
specials in ads, so try to trump up a discounted deal, a
coupon, or a an "I saw the ad" referral comment discount for
the readers who are your potential customers.


About The Author: Nick P. Bentley provides readers with
up-to-date commentaries, articles, and reviews for
http://www.advertising-magazine-resource.com.com,
http://www.getmarketinginformation.com as well as other related
information.