Newspaper Downside
Passive: Provides info once the decision to purchase has been made, but doesn't build brand awareness or create demand. Newspaper advertising thus works mainly for comparing prices.
Decreasing Penetration: Circulation is now at less than 50% in most markets.
Browsers: People don't read all the sections of the paper every day. Ads in a given section reach only those who read that section. Even the most-read section (Section 1) is seen by only about half of newspaper readers.
Recall: Only 42% on average, recall noting a full page ad.
Couponing Declining: Redemption is declining.
Targeting: Can't easily target consumer segments.
Ad Clutter/No Separation: Typical daily paper is 60-62% advertising. Sunday is 68% (not counting FSIs). Hard to differentiate yourself unless you have a lower price.
New Competition: The classifieds (40% of newspapers' ad revenue) is being eaten away by not only internet companies, but radio and TV stations as well.
Newspaper Plus Radio
Adults 18+ spend 3 hours and 24 minutes every day with radio . . . longer than with newspaper.
Radio in addition to newspaper ensures greater reach and coverage with the younger and lighter readers.
Studies show that ad size doesn't do much to impact ad recall, so those dollars redirected in radio could boost reach and build frequency without increasing the budget.
Radio reaches 63% of shoppers age 25-54 within one hour of purchase. Combining Radio with newspaper allows you to influence your customers closer to the point of purchase when they are most receptive to critical marketing information.
Radio can stimulate new demand and lead consumers to newspaper ads and can keep image top-of-mind.
Radio IS visual. Emotion is what helps sell and you can only get that through sound or voice. Use that to create images you can't in print.
