{"id":6977,"date":"2019-02-17T19:38:11","date_gmt":"2019-02-17T19:38:11","guid":{"rendered":"https:\/\/www.marketingteacher.com\/?p=6977"},"modified":"2019-02-17T20:37:42","modified_gmt":"2019-02-17T20:37:42","slug":"marketing-in-the-press","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/marketing-in-the-press\/","title":{"rendered":"Marketing in the press"},"content":{"rendered":"\n

The press (national or local) \u2013 newspapers\nand magazines<\/strong><\/p>\n\n\n\n

The national and local press are a more mature form of advertising, which is still very popular with entrepreneurs, start-ups and small companies.  The benefit is that publishers will recognise the type of business that you have, and recommended packages of advertising that will deliver a particular rate of exposure.  <\/p>\n\n\n\n

Remember to keep your wits about you because newspaper advertising is a tough business and newspaper sales people tend to be paid largely by commission, so it is in their interests to sell you as much advertising as they can.  Get back to basics, and locate within your outline advertising plan; what exactly do you need from the advertising? <\/p>\n\n\n\n

\"marketing-press\"
marketing-press<\/figcaption><\/figure>\n\n\n\n
  • Work\nout what size of adverts<\/strong> you\nwant.  This is usually done using column\ninches or centimetres.  As a rule of\nthumb adverts at the tops of pages are more expensive than those below the\nfold.  Adverts tend to be read more if\nthey are on the right-hand pages, and again are more expensive. <\/li>
  • You\ntend to buy newspaper advertising by a specific financial amount for example\n$500, or by a length of campaign which might be a month or year.<\/li>
  • Your\nadvertising might also be seasonal<\/strong>;\nthink about your Christmas Advertising; maybe use advertising as a way to\nstimulate sales when business is slow at points in the year.<\/li>
  • Remember\nto proof-read<\/strong> the advert.  Make sure that you have signed off any\ncreative work and check spelling and consistency.<\/li>
  • If\nyou do invest in advertising, maybe include a voucher or a code<\/strong> which the customer can use when making a\npurchase.  This will give you a broad\nmeasure of your success.<\/li>
  • Advertising\nis costed at a rate per 1000<\/strong>.  So, your local newspaper could be delivered\ndirect to 10,000 people.  If you have a\nsmall car dealership, the newspaper could estimate that 60% of the readership\ndrive cars.  This gives you a ballpark figure<\/em> on which to base your\ndecision of whether to advertise or not. \nThe cost per 1000 rate will at least give you a benchmark against which\nto compare other forms of advertising.<\/li>
  • National\nAdvertising is a more likely choice if you have a niche product<\/strong>.  If you\nmanufacture fishing flies, then you might avoid all local advertising\ncompletely.  You might advertise in a\nnational fly fishing magazine, because there you hit more of your target\naudience.  If you sell through\nwholesalers, this will be evidence that you are proactive in promoting your\nsmall brand nationally.  <\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"

    The press (national or local) \u2013 newspapers and magazines The national and local press are a more mature form of advertising, which is still very popular with entrepreneurs, start-ups and small companies.  The benefit is that publishers will recognise the type of business that you have, and recommended packages of advertising that will deliver a […]<\/p>\n","protected":false},"author":1,"featured_media":6978,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[10,61,62],"tags":[],"class_list":["post-6977","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-index","category-advertising","category-small-business-marketing"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/6977","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=6977"}],"version-history":[{"count":2,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/6977\/revisions"}],"predecessor-version":[{"id":6980,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/6977\/revisions\/6980"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media\/6978"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=6977"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=6977"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=6977"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}