About Newspaper Advertising
Newspaper advertising in the recent times
Modern world is the age of fast moving life. Most of the people are hooked to the internet & mobile. These channels are now seen as better channels from the advertisement perspectives. The reach is better and the response is even better. These channels have the capability of reaching the right audience at the right time.
In this changing world, how much relevant newspaper advertising is? Is it dead or does it still makes sense to advertise in newspapers? These are the pertinent questions which every direct marketer is asking to himself. This is also important from the perspective of the individuals who publish newspaper ads for various purposes like marriages, small business, recruitments etc. This article looks at the benefits and the drawbacks of advertising in the newspapers especially with respect to the current scenario in the advertising world.
The world has changed very fast in the last 10 years. The print media is completely overshadowed by the audio-visual and the cyber media. More and more people in the younger generation are moving away from the print to virtual. Thus, any product wanting to reach the younger generation advertises in the cyber or audio-visual media. On the other hand, people use newspaper advertising to reach to the more serious audience. For example, there are job ads, matrimonial ads and the print media. Though, this is not to decline the fact that the equal number of serious ads appear in the audio-visual and cyber media, nevertheless, the reach of these mediums is still superficial. Only, people in big cities having better income levels use these mediums. On the other hand, newspapers are read by most of the people as a habit. Thus, the relevance of newspaper advertising would always be there, in case someone wants to reach to the wider audience.
The other aspect which one needs to analyze is the way new advertising mediums have made it easier to target the audience. You can mention to the advertising agency about the audience, you are trying to target for your product and they would appropriate flash those advertisements. For example, the ads targeted for kids are shown on the kids’ channel, cartoon channels etc while, the products targeted for senior citizens is shown on the religious channels.
The timing is also important. Thus, a product meant for housewives would be shown at the cookery programs during the morning or afternoon slots. This level of niche marketing is not possible through newspaper advertising. Though, newspaper houses have come up with different strategies like having pull outs especially keeping in mind certain audiences, the effect of target marketing is still found to be lacking. For example, for the purpose of property ads, the pull outs are available on major dailies. On the similar lines, matrimonial ads have another separate section in all of the newspapers.
Newspaper Advertising; Kredit Information.
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