Print media is part of the long-standing traditional forms of advertising. Since the first time people realized they could post a scroll on the wall in hopes of selling more flatbread at the corner market, print advertising became a cost-effective and easy way to promote business.
However, in today’s internet age, is print advertising still effective as a marketing medium, and is it still any good for small business?
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Consider The Reader
When contemplating print advertising, you must consider who the reader is and whether that reader fits your target demographic. For instance, if you are a local neighborhood cupcake bakery, you would probably not do very well buying a print advertisement in any national magazine. However, let’s say you are a local sports memorabilia specialist in L.A. with ties to major sports figures. Your autographed items may do very well advertised in national sporting or sports memorabilia magazines.
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Consider the Source
The Yellow Pages comes calling to see if you want your print advertising for small business. Is it the best option? 10 or 15 years ago, having your business and perhaps an ad in the telephone directory were essential for getting your business name in everyone’s household. Now, however, consumers perform more searches for businesses on the internet, so would a Yellow Pages ad really be worth the cost?
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Work With Your Newspaper
Your local newspapers may be a prime advertising media to reach your intended audience. Talk with their advertising staff to find out what their rates are and how you can get your ad in a prime location (sports, metro, travel, etc.). You can always negotiate. Especially when economic times are tough, it never hurts to ask for discounts on advertising rates.
If you feel that small business advertising in a newspaper is not worthwhile, consider including a circular in the Sunday edition. Ask your sales rep how you can get your own print advertising flyer or brochure in the Sunday coupon section, and target it to your local neighborhood.
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Designing Print Ads
If you do choose to buy ad space in newspapers, magazines, arts programs, etc., you must remember that print advertising for small business depends wholly on the design of the ad. In normal instances, you will get just a few square inches to make your pitch. Don’t use your business name, phone number, or industry for what the reader sees first. This is where many small business advertising in print fails.
Instead, write an eye-catching headline. Make it bold. Make it stand out. Tell the reader the benefit in the headline, like “Half-Off Massages” or “Delicious Home-Cooked Meals Delivered To Your Door.” Once you’ve captured their attention, then sell them your product or service using brief sales copy and a clear call to action with your contact information.
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Know Your Budget and Limitations
Ultimately, you need to have a budget in mind before you can consider and analyze any form of advertising. Your budget may limit you to only the most targeted of marketing. However, if you do have resources available, and you can spend advertising dollars on the internet, radio, TV, and print, then do consider print options as a possible way to reach your targeted customer.
