A letter to our advertisers
We value and appreciate your business and look forward to even greater successes together.
With all the promotional mediums available today, we have exciting and valuable news to share with you regarding newspaper advertising. A recent survey conducted by Newspaper Association of America discovered a very important fact. READERS SAY THE ADVERTISING CONTAINED IN NEWSPAPERS IS JUST AS IMPORTANT TO THEM AS ANY OF THE OTHER CONTENT! And, the elements and layout of an ad can help determine the amount of attention and response it will generate.
With this powerful knowledge, we would like to offer these proven tips and practices that will help you create a newspaper ad that is more readable, more concise, captures more attention and receives a better response.
We hope you find these tips useful. Plus, we are available to assit you with any questions.
Your success is our business!
Think of an ad as your sales representative
It’s really just human nature … first impressions do count. People do judge a book by its cover. The same is true with a newspaper ad. It represents your business and has the responsibility of delivering a message. Further, it only gets a short amount to time to make a favorable first impression on the reader. If your ad is busy, sloppy or hard-to-understand, the reader often won’t take the time to consider it and turns the page very quickly. That’s why maximizing the impact of your ad is crucial to its success. An ad that is inviting, neat and easy-to-read is much more likely to capture the reader’s attention and interest … which can lead to greater results for you!
Several things that an ad should strive to do
· Be newsworthy – Readers say the advertising in newspapers is as important to them as other content. In fact, it’s the primary reason why readers seek out good advertising in their local newspapers.
|· Grab attention – Stop the reader from turning the page.· Work like a good salesperson – Inform your potential customers what a product will do for them.· Build on a concept or idea – The reader must instantly recongnize the concept being communicated.||Does your ad stop the reader from turning the page?|
· Promote the business/product name – Try to create a visual image for it.
· Speak to a specific group – A clear, simple message works best.
· Provide facts – Use just enough to create interest … too much information is confusing.
· Convey its message simply – Make it clear and believable.
· Remember who the customer is – Always keep in mind what makes that customer buy.
· Promote solutions to customer’s needs – People need transportation; they desire a BMW. The need clothing; they want designer brands.
Proven elements that help make an ad better
· The one-second test – A customer should be able to determine at a glance what the advertiser is selling.
· Border – Separates the ad from the surrounding type.
· White space – Draws attention to what matters most. Use as much as possible.
· Heading – Part of the sales message. The headline should include a selling message.
· Illustrations – A highly effective way to draw the reader’s attention to an ad.
· Price – Should be an important, if not dominant, element in an ad.
· Subheads – The statements following a headline that either clarify or amplify the thought in the headline.
|· Body copy – Text that develops and expands on the benefits offered by the headline.· Signature – Often a logo. The name of the advertiser.· Focal point – A dominant headline, illustration or price.· Creativity – A visually appealing ad is developed with simplicity, focal point and sequence in mind.||Using your bright ideas in ads can help light up sales.|
Do your current newspaper ads pass the one-second test?
Reach more customers every day in The Gazette. We’re committed to excellence, committed to you.
Advertising deadlines: Two days prior to publication for daily editions; Wednesday the week prior for Tuesday’s Total Market Coverage (TMC) edition.
The Gazette features special sections, Senior Living, TV Week, Health & Fitness, automotive, real estate, food inserts, Business Spotlight, birthday and anniversary ads, plus much, much more.
Let our experienced account executives and graphic artists help you to establish your advertising plan. Call us today.
Jason Gwinnup, Retail Advertising Manager – (330) 721-4002, firstname.lastname@example.org
Amy Barnes – (330) 721-4006, email@example.com
(330) 721-4005, firstname.lastname@example.org
(330) 721-4007, email@example.com
(330) 721-4011, firstname.lastname@example.org
Classified direct lines: (330) 721-4022
To place a classified ad, call The Gazette between 8 a.m. and 5 p.m. Monday through Friday, or stop by the office in Medina at 885 W. Liberty St. during these hours.
Deadline: 5 p.m. the day before an ad should appear.
The Gazette also may be reached by calling (800) 633-4623 and asking for classified, ext. 4022.
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