Everything You’ve Ever Wanted to Know About Newspaper Advertising

Though the internet has spread its hand widely in recent times but, still now 70% of Indian population prefers newspapers when it comes to the authenticity of the advertiser. Newspaper advertisements can target specific geographic regions that are traditionally more difficult to reach through other mediums of advertising. 

There are different formats of newspaper advertisement like; Classified Text, Classified Display and Display. Classified Text is the standard running text format, calculated as per word or line. Classified Display Ad is more visually appealing than classified text ads. Here one can add customized font, logo or image to make the ad visually more effective for the target readers. These ads are charged on the basis of per sqcm. And Display advertisements are the most extravagant form of newspaper advertising. They can be published on any page and can occupy any amount of space in a specific newspaper page. This is a bit costly in comparison with the other two types of ad format. One can choose any of the ad booking formats according to their target reader, necessity and budget.

Newspaper ad cost depends on various factors. They are; the size of the ad, in which publication the advertisement is getting published, in which category advertiser wants the ad in, the number of insertion of the ad, and whether any enhancements like Color, bold, underline, language translation etc are used in the advertisement or not. 

Ads on Newspaper

The papers which have higher circulation rate like Times of India, Hindustan Times, Anandabazar Patrika, Telegraph, Malayala Manorama are costlier than other papers which have lower circulation rate compared to them.

When publishing any advertisement in a newspaper one must have an idea about the focus dates of that specific category of that specific newspaper. For example, You will always get a better response by placing a recruitment ad on Saturday than any other day. 

Some papers publish certain supplements, tabloids or pullouts for specific categories. For example, Malayala Manorama publishes recruitment pull out every Wednesday named Avasarangal. Times of India has a property pull out in Bangalore which gets published every Friday.

Worried about getting contacts, rates, deadlines and manual booking procedures for your newspaper ads? Hope this article gives you a brief about it. Gone are those days when advertisements were booked by going to the newspaper office personally and manually filling the form, waiting in the queue, rushing on deadlines or finding agents. When it comes to publishing a newspaper advertisement online your one-step solution is releaseMyAd which is the number one online advertisement booking portal. While you are booking ads through releaseMyAd you can get assistance by our customer care experts over phone or chat. They can provide you with any kind of assistance like focus dates, deadline, ad booking procedures, discounts, special offers and so on. We have our designer team to design your ad matter to attract the maximum number of readers. releaseMyAd offers rates which are best in the industry and one can pay in any online mode of transaction. Still, if you have queries feel free to call us at 9830629298 or write to us at book@releasemyad.com.

10 Surprising Facts About Newspaper Ads

Newspapers have been a part of our lives for many decades. They not only bring us news from over the World but also several Advertisements that are informative and fun to look at. Irrespective of all the innovations and the hypes, Newspaper Advertisements are doing well and are predicted to do better in the future.

Among the many talents possessed by a Newspaper, let us look at the top ten.

  1. Growth: It has got a good chance in the years to come. The Print Media is trying out several ideas to understand the needs and interests of the Advertisers for a more customized approach. It is going into depths of consumer behavior to find ideas for diversifying its business.
  2. Reach: It can reach a wider readership base as compared to the Digital Media especially in the developing areas where people have low connectivity to the internet.
  3. Targeting better: Targeting a specific group or strata of readers can be better done with newspapers. Audiences belonging to the high classes of the society reading premium newspapers can be targeted differently than people reading more affordable papers. Both the groups can be targeted separately with separate tactics.
  4. Trustworthiness: Newspapers are more trustworthy for the people instead of news received from social media due to the circulation of false news everywhere. Plus, a news printed on a sheet of newspaper is created with great precaution which would avoid misleading information for the sake of their own goodwill. 
  5. E-Versions: The electronic versions of newspapers are equally popular among the readers as the social media but with added transparency and credibility. With the introduction of e-papers, newspapers are seeing a rise in their revenue.
  6. Emotional connection: A lot of the customers are emotionally connected to reading newspapers everyday in the morning. It is a kind of ritual in many households. The readers cannot start their day without reading a newspaper in the morning.
  7. Ad types: Customers can post their Ads in different formats in a Newspaper according to their budget constrictions. It can be a simple Run on Line Ad or a more detailed Display Ad that can convey their messages effortlessly.
  8. Cost Effective: Newspaper Advertisements are more cost effective than advertisements on digital platforms. 
  9. Creative: Newspaper Ads can be very creatively composed with attractive images, fonts, logos, Colors. The other platforms are not as engaging as this one.

Look at how the Car has been accommodated on the page. This is the creativity that one can use in newspapers.

10.Flexibility: Advertisements on newspapers are extremely flexible, they can be changed instantly if a particular plan does not work or is not able to generate interest and leads.

Identifying the Relevant Factors in Newspaper Advertising Effectiveness

The proper effectiveness of any affair shows the required results. Thus, it is relentlessly tried by one and all to make their activities enough effective to show the change. But effectiveness doesn’t come easily. It is very important to identify the relevant factors that bring effectiveness to a job done. There are very few things that can change the design of the plate and make it effectively stand out of the box, but only if identified efficiently.

Similarly, it is very important for you, being an advertiser, to identify and utilize the relevant factors that can boost up your newspaper ad‘s effectiveness. Despite being any chosen format, three things can make your ad far more effective than before. They are :

  • Effective Content
  • Effective Newspaper
  • Effective Positioning of the ad in the paper.
Ads on Paper

Firstly, having effective content is important to attract readers. If you have a clear understanding of what your requirements are, that you want back from the advertisement, then make the message clear to guide your readers until the fulfilment of your requirements. The ad space booked by you is all yours. In the case of Display and Classified Display, play with pictures, colours, texts, e.t.c to make the design pass the message and help your readers connect to it. Whereas, in the case of Classified Text ads, Text is the only power that you have. To make your ad stand out, use enhancements, such as Colour Box, Ticks, Bullets, e.t.c to make your ad visibility more. Also, make your ad’s text matter composition as effective as possible.

Newspaper Classified Ads

Secondly, Selecting the correct newspaper can make a lot of difference in the case of the reach and feedback of the advertisement. A newspaper can be chosen based on the type or category of advertisement, target groups’ geographical area, and the circulation figure of the newspaper. 

Thirdly, Publishing ads on the correct days helps to get the attention of the exact target group. Different newspapers have different focus days for different categories like Business line has focus days for recruitment ads for all days except Sunday, whereas, Times Of India has focus days for recruitment on Wednesday and Sunday. These focus days are selected after surveying the readers’ behaviour intensely. Thus, you can get the maximum readership if your ad is published on focus days.
There are a lot more that can make your ad more effective and increase its visibility that will fetch you the best results but to know those you have to give a call to 9830629298 or visit https://www.releasemyad.com/newspaper-advertisement to book your advertisement space. releaseMyAd just not makes your ad effective but also makes you smart as an advertiser.

The Advantages and Disadvantages of the Advertising Media

The purpose of any advertisement is to express a message, with a view to induce a positive customer action. For effective communication, proper mediums must be put to use.The channel used by an advertiser to communicate the desired message to the target audience is known as the “Advertising Media”.

Advertising Media, can hence be defined as the channel, vehicle or device employed by a business to communicate its promotional content to a larger audience. Traditionally, not many mediums for advertising were available. However due to advancements in communication technology, a number of modern day mediums are also available for advertising.

Let us discuss these advertising mediums in detail, with special reference to their merits and demerits :

  • Newspapers:

Newspapers are the most traditional mediums for advertising employed by all organisations, big or small. Newspaper reading is a common habit all over the world to keep updated with all the latest news. Newspapers continue to be the most reliable source of information which educates and entertains as well. 

Advertise on Newspaper

Advantages of Newspaper Advertising :

  • Newspapers are cheap and can be afforded by most people all over the world, ensuring greater reach and readership. 
  • There is high flexibility in advertising as alterations can be made to the advertisement message regarding the ad size or placement any time before publishing. 
  • Length of the message need not be cut short and the advertiser can communicate as much of the story he desires. 
  • Continuity in advertisement can be maintained to create an impact since newspapers are circulated daily.

Disadvantages of Newspaper Advertising :

  • Newspapers have a short life and are usually discarded once read.
  • The advertisements in newspapers are of low quality due to the usage of low quality paper and colour.
  • Newspapers cannot be read by illiterates and hence do no good for them.
  • Newspaper advertisements have a tendency of being overlooked by readers while reading the issue.
  • A lot of advertisements, including competing advertisements, when printed on the same page create clutter.
  • Competitors may instantly react to the advertisement as newspaper is a highly visible medium for advertising.
  • Magazines :

Magazines are an excellent medium for advertising on account of the high quality prints and papers used. Magazines are published for the general public and many special magazines for specific audiences are also published. They are available as weekly, fortnightly or monthly issues and are a more focused alternative to newspaper advertising.

Magazine Advertising

Advantages of Magazine Advertising :

  • The high quality paper used ensures better colour reproduction and good quality advertisements. Magazines are usually colourful, giving the advertised product a better representation.
  • Life of magazine advertisements is usually longer as magazines can be preserved for a longer duration.
  • Targeting is made easy as specified magazines for specific categories are available for the products to be advertised depending upon the target audience.
  • Magazine advertisements are read when at leisure, hence have a greater chance of being read and remembered. 

Disadvantages of Magazine Advertising :

  • It is costly as space and layout costs are higher, especially in comparison to newspapers.
  • There is less flexibility in terms of format and ad placement and long lead times are involved in planning the advertising content weeks or months in advance.
  • Circulation of magazines is relatively limited compared to circulation of newspapers. Also, the frequency of the advertisement is limited as magazines are available once in a week, fortnight or month basis.
  • Television :

Television is the most rapidly growing medium for advertising due to the expansion of electronic media and cable networks. Television is available to most of the people in developing nations today and the audio visual experience of such advertisements create a lasting effect on the minds of the audience through visuals, sound and motion.

Advertising on Television

Advantages of Television Advertising :

  • Television advertisements are extremely attractive and appeal through both the eyes and the ears of the audiences on account of the audio visual elements associated with such advertisements.
  • Such advertisements allow reaching out to a large audience in a short time, on a national or regional level.
  • It is possible to demonstrate the use of the products advertised and elaborate details can be communicated.
  • There are no limitations on the size of such advertisements, normally viewable full screen.

Disadvantages of Television Advertising :

  • Television is an expensive medium of advertising in terms of creative, production as well as broadcast costs
  • Creation of such advertisements is a time consuming process
  • High clutter is involved. Too many advertisements during the commercial breaks between television programs make the advertisement less effective.
  • Length of television advertisements is limited to usually 30 seconds, and the message too has to be limited to match the duration.
  • Audience selectivity is a concern as the advertisements are viewed by 
  • Radio :

Radio advertising is an immensely strong method for advertising as radio is a widely used mode of entertainment. Traditionally played on radio sets, radio is currently available on every mobile phone and can be accessed even without internet, making it a popular medium for people while driving or travelling. Ardent followers of specific radio stations or shows make it a point to tune in on time and radio advertisements are heard by a large number of people.

Ads on Radio

Advantages of Radio Advertising :

  • Radio advertisements enjoy mass coverage as they are listened to by every kind of listener. They cover numerous people with varying tastes and hence has an effective appeal 
  • Such advertising campaigns can ensure reaching out to the illiterate people as well.
  • The cost of advertising on radio is lower as compared to television and other modern means of advertising.
  • Selectivity is possible as advertisements may be included in different programmes for different types of people
  • Radio advertisements can be easily edited unlike television and hoardings, which require time to alter.
  • Advertisements can be played in different languages on regional radio stations.

Disadvantages of Radio Advertising :

  • Radio advertisements lack a visual appeal and may be less effective compared to mediums having a visual impact. Products advertised this way cannot be demonstrated.
  • Such advertisements are timed, and there is a possibility of missing them completely or catching them in between the ad run.
  • People might forget what they hear over the radio.
  • Advertisers need to increase the frequency of such advertisements to ensure adequate action from the audiences. The rates for different timings are generally different with limited time available..
  • Film Advertising :

Film advertising involves playing of short advertisements in cinema halls before a movie begins and even during intermission. Big organisations execute their advertising campaigns by creating such short motion films and distributing them to cinema houses for being played. Cinema advertisements are remembered by the audiences for a long time.

Advertisement on Cinema

Advantages of Film Advertising :

  • Film advertising is effective as it combines audio, video and motion graphics to create an impact.
  • The impact of the message is greater due to less distraction when people come to halls to specifically watch movies.
  • There is selectivity in cinema advertisements. The advertiser can advertise his products with a certain audience on the basis of the region and the show.
  • There is less clutter in cinema halls and the booking time for cinema advertisements is also less.

Disadvantages of Film Advertising :

  • Creating cinema ads is expensive and is ideally used by big organisations only.
  • Cinema advertisements is a time consuming process and it is not easy to make changes to the message.
  • They have limited effectiveness as very few people are in the cinema halls when such advertisements are played – before the movie begins and during the intermission.
  • These ads can get ignored when played while people talk to each other.
  • The message is limited to only those visiting cinema halls.
  1. Outdoor Advertising :

The idea behind outdoor advertising is to catch the attention of people on busy streets and other public places. Also known as “Indirect Advertising”, outdoor advertising includes posters, billboard displays, transit displays, sky writing and electronic displays.

Advantages of Outdoor Advertising :

  • Outdoor advertisements enjoy flexibility as the same message can be modified for different regions or localities, in different languages.
  • It is less costly compared to television, radio and magazine advertisements.
  • Outdoor advertisements enjoy a longer life, until they are removed.
  • Such advertisements easily catch the attention of people on busy roads.

Disadvantages of Outdoor Advertising :

  • There is a limited audience who get exposed to outdoor advertisements.
  • Outdoor advertisements have a low retention value as people cannot dedicate special time to go through them.
  • Such advertisements may distract the passersby, leading to accidents.
  • It is difficult to target specific audiences through outdoor advertising, as the people belonging to all age groups, gender and economic background are exposed to the same message, and the same may not be useful for everyone alike.
  • Such advertisements cannot carry lengthy messages and need to be concise.
  • Direct Mail :

Commonly identified as “Direct Response Marketing”, direct mail is a technique wherein various forms of printed advertising messages are sent directly to the potential buyers by post. Direct mail includes product literature to provide ordering opportunities in the form of catalogues, booklets, postcards, sales letters, package inserts, store publications and brochures.

Advantages of Direct Mail :

  • It is easy for the advertiser to clearly define its target market.
  • The advertiser can create and deliver the message effectively in the absence of competition or clutter.
  • Direct mails involve an element of personal touch as messages are directly addressed to the receiver. Personalised messages have a tendency to generate a positive impression.
  • Advertisers enjoy high flexibility as the messages can be easily modified whenever desired, as the total control on the presentation of the advertisement vests in the advertiser.
  • It is easy to measure the effectiveness of the response to the advertisement.

Disadvantages of Direct Mail :

  • It is expensive as the cost of individual communication is higher compared to messages communicated through newspaper advertising.
  • Long lead time is required to creatively prepare, publish and mail the messages.
  • It involves additional cost in using professional services of copywriters, photographers, printers, designers, etc.
  • People tend to ignore most of these messages as junk mails and immediately discard them without even going through them.
  1. Internet Advertising :

The most modernised medium for advertising, internet advertising is an interactive medium to spread the message online. The popularity of the internet as a means for education and entertainment has created the market for online advertising.  Websites take fees from advertisers for sharing space on their web pages. 

Internet Advertising

Advantages of Internet Advertising :

  • Internet advertising incurs less expenses compared to other means of advertising.
  • Online advertisements can be made interactive to facilitate a two way communication with the audience.
  • High flexibility of giving personal touch exists and the message can be dramatised.
  • Online advertisements are appealing to the viewers due to the visuals used. Some advertisements even contain video and high quality graphics.

Disadvantages of Internet Advertising

  • Internet advertising has limited reach in developing countries as many people do not have access to the internet.
  • Being a relatively new medium for advertising, its effectiveness is yet to be established.

What are The Most Popular Advertising Categories for Classifieds?

As mentioned in lesson 3 of this module, budget and objective are the deciding factors for the type of advertisement an advertiser intends to publish. Based on these factors, there are certain ad categories which are particularly popular under the classified section rather than in the display ad format.

The reason behind the popularity of these classified categories is the objective which they intend to meet. Some of them are individual ads for personal references or meeting official requirements of individuals, while some of them are conditioned by the budget of the advertiser.

The list of popular Classified Ads is provided as follows.

Matrimonial

All matrimonial match seekers who advertise in newspaperMatrimonial Classifieds only prefer the classified ad format and it is the most frequent classified ad category under which ads are booked. It can be a text ad or a classified display consisting of an image of the prospective bride or groom. The reason matrimonial advertisers choose the classified ad format is that these ads are published predominantly by parents and other family individuals and can be referred to as personal individual advertisements.

RecruitmentRecruitment Classifieds

Many of you may wonder that recruitment advertisements are more popular in the display format, but it is also quite popular category under classifieds. Most small and medium businesses fulfil their recruitment requirements with classified ‘Situation Vacant’ advertisements. Even individuals seeking jobs often advertise in the recruitment section under the sub-category of ‘Situation Wanted’, wherein, job seekers mention their qualifications and skills requesting a profile matching them.

ObituaryObituary Classified

Obituary advertisements are generally released in the Classified Display format which enables advertisers to include images of the deceased and messages of their choice at a much lesser price than display ads. Remembrances, funeral invitations and even condolence messages are conveyed through classified text or classified display advertisement as per the budget of the advertiser.

Property

By property ads here, we do not mean real estate projects but advertisements for sale, purchase and rent out individual homes, flats or apartments. Brokers, landlords and Individual property owners constitute 100% of the classified property advertisers across all Indian newspapers.

BusinessBusiness Ads on Newspaper

Every business house has certain budget constraints, based on which they pick their mode of advertising. Since 8 times out of 10, newspaper advertising is the first choice of all business promotional campaigns, many small and medium sized businesses choose to advertise under the classified format. Sales promotions, Business Proposals/offers or even seeking Business partners are done through classified advertisements.

Announcements

Classified Announcement Advertisements are the most common category of classified ads following matrimonial ads. Most announcements are made by individuals, which include personal declarations such as Name Change, Address Change, Lost & Found, legal notifications, marriage notices etc. All these announcements are specifically published in the classified text format as they are mainly meant for personal or government references as a testimony to change in certain personal details of a resident of the country. These are crucial announcements and need to be based which can’t be done away with, therefore to save money, people pick the text format for such ads.

Public Notice and Tenders

Public notices and Tender ads are also a type of public announcement, wherein the public is notified about changes brought about by rules, regulations, contract requirements, laws or anything associated with the government. This ad category is generally published in the Classified Display format, as most newspapers do not facilitate publishing public notices or tender ads in the text format. Also, since such ads have a lot of information to fit into a simple run-on line ad, it is more reasonable to publish them under the display classified format.

EducationEducation Advertisement

Contrary to popular belief, education ads are not limited to admission notices which are more often seen in the display format. There are numerous education adverts that are published in the classified ad format. These classifieds include adverts for introducing or promoting Coaching Classes & Private Tutors. Coaching centres generally have the limited budget since they have a very limited number of students while private tutors are predominantly individuals, which is why they opt for the classified format.

Personal

Last but not the least, almost all personal messages are conveyed through classified newspaper advertisements. Be it birthday greetings, season’s greetings, anniversaries, personal achievements, announcements about pets and animals or simple letters to friends and folks, all are conveyed via classified ads. The only reason behind this is that these are individual ads and individuals cannot afford display ad charges.

It is quite evident that most advertisers who pick classified advertisements are either individuals or have budget constraints. It is for this purpose that the format of display classifieds was introduced as something that has the features of a display ad with certain limitations pertaining to cost and fits in the budget of most newspaper advertisers.