Using the Newspaper to Benefit Your Business

By: Yona Williams

While searching the Internet has become an obvious leader in providing information for curious consumers, business marketers still benefit from taking advantage of the many other advertising avenues waiting in the wings. Let’s take the newspaper for example - from local PennySavers to the New York Times - this form of media continues to grab the attention of commuters, scrapbookers, avid readers, and those who simply enjoy lounging in bed with a morning cup of coffee.

Contrary to popular belief, there are plenty of people who cannot resist flipping through the Sunday comics, browsing the classified ads, and making contact with news and information that is tangible. Sadly, many business owners miss out on a valuable opportunity to tap into the local market when they ignore the power of the newspaper.

Advertising in Local or Regional Newspapers

If you are a small business owner, you must get the word out about your business, especially if you are new to the market. Advertising in the newspaper is a great place to start. However, don’t fall victim to assuming that a large, flashy ad will attract the most attention. Instead of focusing on size, concentrate on frequency. You will gain the best chance of reaching your target audience if you remain visible for a longer period of time. Tailor your ads to alert consumers that you are “the one” to call when it comes to solving a problem or making life easier.

Remember - display ads quickly lose their luster, especially when you can’t afford to keep posting on a regular basis. Choose an uncomplicated classifieds ad to enjoy effectiveness through repetition; and always include your website address so that interested individuals may follow up on your business.

If you’re tallying up the price for promoting your goods and services on a weekly basis (especially when it comes to the Sunday paper) - think again. Getting your name in the newspaper is easier and less expensive than you think. A few suggestions include:

1) Write a letter to the editor. Consider voicing your opinion about a topic that pertains to your industry, market or niche. This will provide a decent opportunity for you to mention your company or business.

2) Ship out press releases with an attached professional image or photo. This tactic helps the public associate a business name or company with a representative image. Brand recognition often plays an important role in persuading consumers to buy.

3) Sponsor an event that receives local coverage. Many times, advertisements are placed in the newspaper displaying the name or logo of sponsors who have contributed to a particular cause. This is also a great way to become a positive presence in the neighborhood.

4) Land a contributing writer position. Gain exposure for your business when you become a familiar face or voice in the community by writing a column in the local weekly or submitting articles to larger publications as a contributing writer. In your bio, make sure to include your website address and company information.