For your editing pleasure

Please, copy the following text to a text editor (such as Google Docs) and edit as needed. Your group can edit content, grammar, vocabulary or whatever you think is needed. Complete it before class on Tuesday. You can SHARE it with me, send it to me by e-mail, or print it out and give it to me in class.

Topic: Choose one advertising medium and explain why it is better than other media.

The Strengths of Newspaper Advertising

A wide range of people start their day off by having breakfast and reading their community newspaper as part of their daily routine. As a local retail or national based company using newspapers to advertise is one of the most convenient and effective ways to reach their target audience.
More people read the newspaper at a time that is pleasurable for them than any other medium, making them more susceptible to the advertisements within.
Newspaper advertising generates some of the highest amounts of “frequency” out of all types of advertising. In the advertising industry “frequency” is one of the two key elements strived for when marketing a product. Most homes get a newspaper delivered to their house for free or by subscription either daily or weekly. Inside the household a newspaper can be read numerous times by different members of the family as it is referred back to during the week, increasing the frequency. This is a strong point for the newspaper medium because the more times an individual sees an ad greatly increases the chance of a sale which makes for a successful campaign.
“Reach” is the other key element to consider when advertising. A newspaper’s circulation is audited by the government and has proves the audience’s socio-economic, lifestyle and psychographic group information. Companies looking to advertise to a specific target audience knowing this information can be very helpful for an effective campaign.
Smaller companies normally start out with newspaper advertising and there are a lot of advantages to this. It is the cheapest way to advertise. A smaller company can try advertising for the first time with newspapers only to watch their company grow and then proceed to advertising with other mediums. Usually still combined with newspaper advertisements because it is so effective. It is safe for a smaller company to advertise with newspapers because not much money will be lost if the campaign is unsuccessful.
Newspapers have a huge advantage over other mediums such as television and magazines when it comes to short lead-time. This means that a company can purchase an ad in a newspaper the day prior and have it printed in the next edition. Television and magazines have long lead-time averaging 3 weeks to a month and is very expensive. In a competitive market newspaper advertising because of the short lead-time is substantially rewarding. For example, when there’s a snowstorm in the local forecast a hardware store could issue an ad for snow blowers, perfectly timed for when the storm hits. Newspaper advertising also allows for companies to stay competitive with other stores. If another store is having a weekend sale a rival store can quickly issue an ad to stay completive.
Newspapers allow a company to advertise with extensive detail in their long copy. This is where a company can explain using many words and pictures explaining delicate details about their product. Long copy can include legalities or information on how to use the product. By doing this companies are increasing the chance of a sale by making the product more familiar to the consumer.
As a new retail, or established company newspapers remain to be one of the best ways to advertise because of its significant advantages over other mediums. Newspapers are a major part of many people’s everyday lifestyle and are incorporated into their lives as leisure daily. As a company advertising newspapers are the best way to get the greatest reach and frequency hitting your specific target audience with great detail quickly and effectively.