Every time you decide on launching your advertisement campaign in a newspaper, it is highly essential that you pick the right newspaper to speak to the intended target audiences. The intended target audience is linked with certain factors and envisaging those factors helps you choose the right newspaper for your advertising campaign. The audience for any product, brand or service, as well as notifications is differentiated on the basis of their location, language, income level, profession, age group and the exact demographics of the preferred location.
Let’s find out how these factors influence the choice of the newspaper for an ad campaign.
Reach is the prime factor that conditions the newspaper an advertiser decides to choose for every Newspaper ad campaign. It is essential to ensure whether you need to reach out to only the neighbourhood, a city, an entire district, a complete state or multiple states.
Based on this specification, an advertiser can pinpoint the newspaper that will serve the advertising objective. Such detailed bifurcation of the target region is essential since it also decides whether the circulation of the newspaper needs to be high or moderate or low. This in turn affects the advertising budget as well. Every newspaper has different city editions and there are some that reach out to districts as well.
For Instance, Eenadu has specific district editions that cover the cities as well as the suburbs and villages that come under the districts of Nellore, Kurnool, West Godavari, Anantapur, Guntur, Hyderabad Urban, East Godavari etc. This newspaper is the Telugu language daily and is quite popular for being published district-wise.
Language and Income level
India has a population of 123.6 crores, of which 48.5% are females and 51.5% are males, alongside a literacy rate of 74.09% at present. About 18.6% people are comfortable with English, 41.3% people are fluent in Hindi and nearly 59% people speak languages other than Hindi, which even includes English.
Such detailed information is necessary for every advertiser, as this helps the advertiser to determine the language of the newspaper he must choose to publish the ads in. One thing is quite clear from these numbers, that the number of regional language newspaper readers, together, is higher than the number of Hindi or English newspaper readers. This provides a basic understanding of the trend that exists among newspaper readers.
Although the percentage may vary from state to state and region to region, it still must be comprehended that it isn’t necessary that a region’s readership is dependent on these figures.
For example, in Kerala, about 96% of the population is fluent with Malayali and in spite of having the highest literacy rate in the country, around 93.91%, opting for Malayalam language newspapers is the best way to reach out to the consumers of Kerala.
Profession and Age Group
A newspaper is often selected based on the kind of readership it has. Whether it has more appeal among students or whether it is more popular among Businessmen, the type of audience is a deciding factor for any newspaper. There are certain newspapers, rather supplements which differ in popularity between genders.
For Instance, if the Economic Times is ideal for advertisements that target businessmen then the Times City Supplement such as Delhi Times or Mumbai Times is more popular among females. The Midday, a popular tabloid of Maharashtra is preferred by professionals due to the time frame it is published in, so accessing such professional audiences becomes viable with a newspaper like Midday.
Urban and Rural
For every advertiser, it is a necessity to ensure whether they intend to target a rural audience or an urban audience or both. This has a huge influence on the choice of a newspaper, simply because, the rural regions are more comfortable with regional language newspapers while the English dailies are preferred by the well-educated urban audiences. Even if an advertiser intends to cover both the urban and rural population of a specific region at the same time, then there are options to choose district editions which cover the villages, towns and cities alike of a district.
As per an illustration, Delhi, Mumbai, Ahmedabad etc are considered to be City editions published by Times of India, while district editions of Eenadu comprise of Kadapa, Srikakulam, Warangal etc.
So keep these factors in mind while choosing the newspaper you intend to launch your ad campaign in.