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Types of Print Advertising

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Newspaper Advertising

There’s been a huge amount of buzz about the internet in recent years but old fashioned newspaper advertising can still produce decent results. Newspapers have large diverse audiences so it tends to be effective when looking to raise awareness levels.

However, with a product or service targeting people under 30 it’s probably best to steer clear of newspaper advertising as this group tends to spend more time online.

According to Rodger Roeser, vice president of Justice & Young Advertising and Public Relations in Cincinnati, Ohio, it takes about 17 times for a reader to see an advertisement before it registers. Don’t expect one expensive well-placed ad to produce remarkable results. Make sure that you have the budget available to pay for follow-up ads.

With this in mind don’t go for a full page advertisement. It’s best to go for several smaller adverts displayed over a week.

Try to have the advert placed in a location where editorial content is wrapped around it and always look to have your advert placed on a right-hand page. It may be more expensive but significantly more people will see it.

If you are targeting women weekly community newspapers have a high female readership so it may be more cost-effective to advertise in them.

Magazine Advertising

The main advantage of magazine advertising over newspaper advertising is that the production quality is high and as a result a more compelling branding advert can be designed.

Specific niche groups can be targeted through magazine advertising, and as a general rule always go for smaller niche magazines instead of general interest magazines. Advertising in magazines is expensive so you want to minimise the number of people outside of your target audience that see your ad.

Monthly magazines can have long lead times which aren’t ideal for small businesses’ cash flow situation.

Be aware that there are sometimes potential add-ons that can be negotiated, such as free exhibition space at events sponsored by the magazine or banner advertising space online.


Advertising in directories such as Yellow pages is considerably cheaper than newspaper or magazine advertising, and customers can be more responsive as they are actually searching for a service.

Research shows that people under 35 are far more likely to search online when looking for a service so also consider taking out a sponsored ad in the online version of the directory, such as

Directories also tend to be best when advertising plumbing, carpenters and other skilled professions.

One downside is that it’s very much a ‘me too’ advertising medium in that many people from the same industry will be advertising in the same directory. Therefore to stand out size really does matter. As long as you’re sure that potential customers look for your type of business through directories then pay for the largest ad that you can afford.

Different Ideas

For localised businesses often it’s simply not cost-effective to target a large geographical area through advertising in magazines or newspapers. Many local communities print a wide range of materials, such as calendars or community magazines, and advertising here may be more effective.

You could try designing and printing a calendar and distributing it to people in the local area. Include coupons redeemable each month to encourage consumers to take action.

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