Local Print Advertising Perspectives
Let’s take a look at local print advertising perspectives. Print advertising has been around longer than any other form of advertising we see today. It remains the first kind of advertising that “local businesses” consider.
Print publication ads can do a lot more than just advertise one item or one sale, rather each ad can work to bring in customers, and then bring them back again and again. They’re a good way to reach a large number of local people across many demographics.
Local readers tend to read local print publications more frequently than other types of print media. While many groups tend to get their news from electronic media such as the internet, nearly all read local print. This allows local businesses to can target your ads to the appropriate local markets. By requesting that your ads run in the section that most closely relate to your target audience, be it sports, lifestyle or business increases your local exposure to targeted markets.
Local business owners use advertising to help increase brand recognition, product sales, create foot traffic, and repeat business. Common local advertising includes radio, television, the Internet, and local publications. Although advertising your business via non-print outlets such as radio or television can be advantageous, local print advertising offers many benefits that make an investment on your part worthwhile.
Print publication readers often actively look for advertising in local print publications to search for deals and coupons. Placing your ad in a local print publication doesn’t guarantee that readers will notice it, but a reader actively looking for deals is likely to notice your ad, take the time to read it, and possibly act on a sale or offer.
Many people feel that certain forms of advertising such as commercials and website pop-up ads are intrusive. In local print publications, ads are often expected by readers, and their placement is often near content but not embedded in the content. As this type of placement makes an ad less intrusive, a negative consumer reaction is less likely.
Local Print Advertising Perspectives Local Audiences
Besides ad placement in sections near similar content, local print publication advertising can target your local audience. For example, print publications often have special sections that target audiences based on events such as a holiday or season, specific geographic areas such as a street or neighborhood, or specific groups of people such as ethnic groups or college students.
Local Print Advertising Perspectives Brand Building
Local print publications work hard to create positive relationships with members of the community to build a loyal customer base. As a publisher’s reputation grows, community members begin to trust the company for providing timely and accurate information and often begin to believe that a trusted local publisher won’t do business with companies that are untrustworthy. By advertising with a trusted local print publication that has a loyal customer base, you can build a positive reputation in the community simply through this association.
Local Print Advertising Perspectives Service
Another benefit of local print publications is the rapid turnaround on production changes. If you need to make last-minute changes to your ad, the local print publications ad department can usually get the job done quickly.
Options and Extras
Local print publications offer small-business owners a wide range of advertising options that can fit nearly any budget. Options may include small 1-inch-square classified ads, column ads in various sizes by the column inch, half-page or full-page spreads. You can also negotiate with a publisher to get extra services at no additional cost, such as ad design assistance, a slightly large ad, or inclusion of your ad in the publisher’s other products, such as magazines or brochures or even online if the local publication has an online website.