Newspapers Offer Versatile, Flexible Ad Solutions
- Color
- Color's greatest strength is its power to attract and hold the readers' attention. Four-Color ads tend to grab the readers' eye, generating more reading and more response.
- Ad Size
- Size matters. Ad size increases readership. In addition to immediate prospects, bigger ads reach more potential consumers. People are nearly a third more likely to recall a full-page ad over a fractional ad.
- Visual Impact
- Readership increases with the use of powerful illustrations or photographs. It is important to show the product in use and the price. Ads that highlight a product's benefits gain more attention. Use of reverse type appears to make little difference.
- Ad Positioning
- Generally, the physical placement of an ad does not affect readership of an ad. From a creative perspective, advertisers must understand the value of good flow for the reader's eye. A strong creative execution will perform well regardless of its placement.
- Synergy
- Partner promotions and advertising. Ads featuring special promotions - sales, sweepstakes, etc.- are particularly attractive to newspaper readers. The opportunity to gain something beyond buying at a good price has considerable appeal to consumers.
- Simplicity
- Keep it simple! Simplicity is the "golden rule" for effective advertising. Whether words alone or words and pictures are being used, a strong benefit-driven message presented as clearly as possible is key.