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Medium Comparison


Newspaper Disadvantages

  • Decreasing market penetration - many newspaper achieve less than 50% penetration.
  • Generally declining readership.
  • Not a cost-effective frequency medium.
  • Low usage: browsers, not readers - spending less time reading newspaper; readers not reading every section.
  • Number of younger readers (18 - 35) declining, spending less time reading - TV generation.
  • Readers don't see ads - most ad recall studies show less than 50% of newspaper readers recall noting full-page ads; Starch research shows that 1/4 page ads generate noting scores almost equal to full-page ads.
  • Little targeting - difficult to accommodate selective market targeting; zoned editions often too large to match desired target.
  • Coupon redemption declining.
  • Clutter - profitable newspapers are 60-75% advertising, Sundays may be even more (not including FSIs, free-standing inserts), no exclusivity or separation guaranteed.
  • Losing exclusive status with classifieds in recruitment, automotive and real-estate; competition from Internet and other media.
  • Multiple rate cards - general/national rates up to 50% more than retail/local rates (agencies only commissioned 15% on general/national rates, though this is changing somewhat in remaining 2-newspaper markets).
  • Variety of volume discounts, rate cards, zones, market sizes cost effectiveness comparisons difficult.

Newspaper and Outdoor

The use of outdoor can resolve some of newspapers' shortcomings. Through the use of outdoor an advertiser improves its ability of selective targeting. Outdoor penetrates newspapers' zoned areas that are too large for reaching the desired target.

Old news is old news. Newspapers have a short shelf life. Often advertiser's messages are thrown out in the daily trash unread. Outdoor can extend the life of a campaign by working all day long, every day.

Readership rates are on the decline and will likely continue due to increasing number of alternate news sources. Outdoor's very nature is unavoidable and impacts consumers lost to other news sources.

Additional examples how outdoor can strengthen a newspaper campaign:

  • Outdoor repeats call to action message.
  • Outdoor can promote newspaper section/ad reference.
  • Outdoor increases the reach and ensures greater coverage among light readers and younger consumers.
  • Outdoor lowers CPM cost of expensive newspapers.