If your store is in a highly populated area, chances are the metropolitan newspapers in your area will be expensive. This is the same for national and regional newspapers. The readership and circulation of these publications will be huge. It's also likely that your advertisement will be lost in the sea of retail ads. If you go with any of these types of newspapers, try to be included in any Special Sections relating to your topic. Your business will benefit far more than if your ad winds up on section D, page 32.
A local newspaper will have a smaller circulation than the regional one, but it may target your market better. It is also generally cheaper to place a newspaper ad in the local paper. Other types of newspapers include college newspapers, trade papers, specialty newspapers focusing on a topic, and weekly shoppers. Circulation and ad rates will vary widely with each type of publication. So will effectiveness.
Much of determining which newspaper gives the best results will be trial and error. The best marketing plan for your retail business may be a mix of newspapers and other media. Browse through some local publications and pay attention to the ads they feature. Ask yourself the following:
- Is your competition in that newspaper?
- Are there similar businesses to yours advertising there?
- Does the publication place ads in relevant locations?
- What's the quality of the paper?
Before placing your first newspaper ad, think long and hard about what you want to say to your customer and how the customer will find your ad. One way to find out what your customers are reading is to ask them. Either verbally or through a marketing survey, your job as a retailer is to know what media influences your customer's buying decisions. Once you know what they read, you will know where to advertise.
