Understand your advertising strategy. While newspaper can be used effectively to build reach by running ads frequently, be sure to select the right products ( i.e., ROP ads, inserts or online newspapers) for your goals.
Consider zoning opportunities. Many newspapers have the capability to narrow your advertisement delivery to regions, zip codes and neighborhoods to assist you in achieving your targeting goals more effectively and efficiently.
Invest in a consistent, smaller-space campaign during slow seasons. It is important to advertise your business consistently to maintain top-of-mind awareness so your potential customers will continue to choose you over your competitors. A smaller-space ad campaign during your slow months brings you more consumers when they are ready to buy.
Review all product offerings to ensure proper targeting and reach. Ask representatives to tell you about products or components that offer additional cost-effecient results. Ask for any changes in product offers and for informaiton on any new opportunities as they become available.
Consider newspaper as a core part of your media mix. An effective media mix is an appropriate combination of reach and targeting/frequency vehicles. Newspapers are one of the most cost-effective reach and targeting vehicles in most marketplaces and are often a major component of many businesses' overall marketing plans.