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I want to try some newspaper advertising and would like to ask a few questions:
1. What part of paper works should I post the ad ?.
2. What day(s) of the week should I run the ad ?.
3. How long should the ad run ?.
1. Run in the “food section”, never run an ad in the “sports section” (waste of money).
2. Tuesday worked very well for me because it was the day the grocery inserts were added to the paper. Many of the larger markets work well for Sunday paper, however there’s a lot paper to get lost in.
3. I ran a 3×3 colum inch ad every Tuesday except the fifth Tuesday. People commented they seem me in there all the time. (I run these ads my first few years.)
It’s a bit pricey but I have always had great results with a banner ad placed all the way across the bottom of the front page. Full color of course.
Tuesdays and Fridays. Tuesday because of what Gorden said and Friday because that is payday and people are planning there next week.
Thanks for the info guys!.
Greg, Welcome to Heaven’s Best, you have made a fine choice. You might want to look at June “07” newsletter on Newspaper subject.
Thanks Ron, I will check it out.
This will be my first post since I just joined Heaven’s Best as their Graphic Designer, but I have some experience with advertising. I do not know the target market of Heaven’s Best that well.
As an earlier post said, do not do the sports section, this target males. The living section targets women and the main section targets mostly everyone.
The ideas in the June 2007 newsletter are great, although I think a number in the yellowpages would be good so people don’t have to go looking in the newspaper for your ad.
As for the placement of the ad, most advertisers prefer the right hand side when going into Magazines because people look at the right side pages more than the left, but in newspapers it doesn’t matter. The front page, page 1, page 2, and the back of each section are best because people see those first and may not open the newspaper to read more. Also when they put the paper down they sometimes place it with the back facing up, so they will see your ad. I know this seems weird, but think about how many times you have put a magazine down an a table, face-down and saw the ad on the back.
As for the days, Sunday may be expensive, but more people see the ad and since I know what the ads we have look like, I think they will stand out more than some of the other ads. But the newletters article does talk about a good point that a lot of people are ready to spend their paycheck on friday.
Either way you do it, keep track of what you have done, ask people where they heard about you, and stick with what works.
Hopefully in future newsletters I will start to explain more about advertising.
Good Luck.
Always fish when the fish are biting! Gotta stick close to common pay periods 1st and the 15th. Beginning of week or end of the week is better because most calls come as they are planning out the next week. Good advice on not allowing yourself to get lost in a Sunday paper – or use the banner advertising as suggested above. Also, request right-hand page near the corner or edge – that is where the eye naturally goes as looking through a paper. It is also handy if you are using a coupon because it is easier to rip out for customer! Your ads don’t have to be the biggest – but placement is critical. If your paper wants your long-term business and several contract inches per year they will work to get your placement correct! Social and Lifestyle sections also good!
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