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“I got the scoop on Newspaper Advertising, and it ain’t pretty!” PDF Print E-mail

“I got the scoop on Newspaper Advertising, and it ain’t pretty!”

As you may know, I subscribe to several marketing newsletters. This section, I got from two sources; My former newspaper rep, and an article out of a newsletter I pay $200 a month for.

Fewer people are reading the newspaper and newspaper advertising is becoming less effective.

My local newspaper comes out every day and is a paid subscription newspaper. The ad rates are based on a circulation of 27,000.

I found out that the 27,000 figure is not true…...and this is happening everywhere.

The 27,000 figure is arrived at by including all the papers placed in the newspaper coin dispensers (OK, I really don’t know what they are called, but you get the idea) and all the papers placed in Quiki-Marts around town. There is a lot of unreported disposal of these newspapers. Some are stolen (especially out of the dispensers) and many are thrown away. My rep told me that she thought the real number of people actually opening their paper to look at what’s inside may be closer to 9,000.

Another way newspapers fudge the numbers is by including “pass-along” estimates. Magazines do that a lot. The numbers are inflated to include all the estimated people at doctor’s offices that would read the magazine.

This may also explain why, without fail, my direct mail advertising produces 15 to 20 times the return that my newspaper advertising does. Plus, almost everyone at least looks at their mail before they throw it away.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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