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Tuesday, March 22, 2016
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In this highly digital world, what is the value of traditional newspaper advertising? Why would someone still choose to put out an ad in the classifieds section of the paper, or take out a full-page newspaper ad?
Liz DeGroot: Some people still choose to use the physical paper as a means of reading the news. To capture the attention of the older members of the community, posting an advertisement in the newspaper may be beneficial. Knowing the target audience will help to know which means of communication is best to use when trying to reach the consumer.
Traditional media such as newspapers are a dying media platform, however older generations still value the tactile source of information. For older populations and lesser income homes that do not have the means for technology or know how to work them, newspapers are a reliable source for them. Therefore, it can be beneficial for organizations to post ads in the classified sections of the paper and include coupons or promotions for readers. Companies whose target audiences are older or of low income, it would be beneficial to market in this capacity through newspapers.
Using traditional newspaper advertising for a client's campaign can be useful for many reasons. For one, there are still consumers who subscribe to traditional newspapers and read them every morning. My dad still subscribes and read multiple newspapers a morning. He has been reading a paper newspaper every morning since he was in his 20s and does not want to start doing this tradition using his computer. If your client's target market is an older group of individuals who value tradition, this type of advertising could prove to be useful. Another reason for using this traditional route for advertising is the ability to stand out. Many people do not value this form of advertising and for this reason, you may be more likely to stand out of the crowd since everyone is using online platforms to advertise.
As advanced as our digital world has become, there is still a population of people who do not have access to information digitally. People with lower incomes may not be able to afford the luxury of a computer and internet, but still need to look for jobs or learn information. In those instances, it's highly possible that they rely heavily on printed media. Advertising in newspapers is a great way to reach an audience that advertisers not might reach through digital media.
someone would chose to put their ad in the newspaper if they wanted to reach an older target audience. It is the perfect way to reach people 40 + years old. It would also stand out since most advertisements are digital, a good one on print would be recognized right away.
What is the value of traditional newspaper advertising today? While not as valuable as it once was, even now I view it as reasonably high. We do live in a highly digital world, but there are still a few people who do not own a computer or television. Or, people who both read their local newspaper and consult digital sources. It is unlikely that newspapers will ever become completely obsolete, and so traditional newspaper advertising still holds reasonably high value.
I believe the opportunity to traditional newspaper advertisement's lies souly on the demographic. It appeals to the older demographic because they're not fully up to date with technology today. I believe that their companies target audience are older, and they choose to reach them through paper advertisements instead of digital.
The value of traditional news paper advertisement is lower then other outlets used today for advertising. Older generation that like to stick to the ways they know is a target audience for news paper ads. I believe that certain audience can still be targeted through traditional news paper. Both of my parents and grandparents read the news paper still. I however use online news outlets. I believe the target audience for news paper could be for people who don't have access to the internet and older generations. The only time I have read traditional news paper recently has been to see the things to do. So local event advertisements is still big in traditional news paper for all generations.
Growing up near NYC, one memory I have is taking the train whenever I visited the city. Without fail, every single time there were dozens of people on my car reading the newspaper. Once I started working in the city, I quickly saw why. When you have an hour to kill, you get bored very easily. Even with smartphones, the service is terrible and drains your battery. Most vendors sell papers from $1 (NY Post) to $4 (NY Times), so they serve as cheap entertainment for that hour-long commute to/from work. With the amount of people commuting daily, it would be insane to rule out newspaper advertising.
In my opinion there are still good benefits of newspaper advertising. Newspaper advertising reaches a very specific target audience and that is beneficial to some brands that are seeking to reach this group. Also it is easier to measure how many people the advertising reached out, unlike online adds that is kind of blurry to know how many people saw it, you can tell specifically how many people saw that add ( the same number of people that bought the newspaper). Monique Cordeiro
Although a large part of the readership of newspapers has been lost due to the development of other, more convenient, forms of media it still has a following. There is an older generation that is still using this form of media and they represent an older, yet educated segment of the population that is still set in their ways. This segment is seen by many as having stable incomes and age-related needs. Products relating to health care and retirement planning can be marketed to them in print. Also, newspapers are a portable form of media for those who do not have smart phones.
I personally haven't even touched and opened a physical newspaper in years besides for moving it (usually kicking it) out of my way in the driveway. Apple has given me the ability to use the news app so I can read everything digitally on the go. I don't know about many 20-something year olds around my age but I use the app frequently. It's free of advertisements for the most part and it's easy to navigate. Still, I am able to see why newspapers and magazine publications are important. These days the majority of what goes into a newspaper or magazine are just advertisements with a small amount of editorial content here and there. Advertisers continue to take advantage of using the classified sections and purchasing half and full page ads simply so that these publications will continue to circulate. The more circulation a publication will get, the more inclined an advertiser will be to put an ad in that publication. Even though not all readers stop and analyze every ad, they are still there and their minds are still bombarded with the idea of a product. A physical copy will stay in a readers mind and be available to look back at.
I was able to think about two values that traditional newspapers may have. One - if theres an ad on that traditional newspaper I would assume that it comes out on the digital version as well, giving it more exposure. Also, even though traditional newspapers have been declining over the years, it still reaches its primary audience which is an older demographic. Ironically enough, I was actually personally helping a client yesterday who was telling me about the paper boy that still drops off the daily newspaper at his doorstep. Interesting...
Honestly, very few people I know in my life reading the newspaper. My grandparents and my father are the only ones that come to mind. Most people in this day and age, even my mother and all of her friends use news media applications to read the news by the click of a button on their iPhone or iPad. If I had to guess the value of newspaper advertising in my opinion, it would be to reach a specific target audience. Maybe for vehicles, movies, entertainment, that is honestly all I can think of.
Liz DeGroot:
ReplyDeleteSome people still choose to use the physical paper as a means of reading the news. To capture the attention of the older members of the community, posting an advertisement in the newspaper may be beneficial. Knowing the target audience will help to know which means of communication is best to use when trying to reach the consumer.
Traditional media such as newspapers are a dying media platform, however older generations still value the tactile source of information. For older populations and lesser income homes that do not have the means for technology or know how to work them, newspapers are a reliable source for them. Therefore, it can be beneficial for organizations to post ads in the classified sections of the paper and include coupons or promotions for readers. Companies whose target audiences are older or of low income, it would be beneficial to market in this capacity through newspapers.
ReplyDeleteUsing traditional newspaper advertising for a client's campaign can be useful for many reasons. For one, there are still consumers who subscribe to traditional newspapers and read them every morning. My dad still subscribes and read multiple newspapers a morning. He has been reading a paper newspaper every morning since he was in his 20s and does not want to start doing this tradition using his computer. If your client's target market is an older group of individuals who value tradition, this type of advertising could prove to be useful. Another reason for using this traditional route for advertising is the ability to stand out. Many people do not value this form of advertising and for this reason, you may be more likely to stand out of the crowd since everyone is using online platforms to advertise.
ReplyDeleteAs advanced as our digital world has become, there is still a population of people who do not have access to information digitally. People with lower incomes may not be able to afford the luxury of a computer and internet, but still need to look for jobs or learn information. In those instances, it's highly possible that they rely heavily on printed media. Advertising in newspapers is a great way to reach an audience that advertisers not might reach through digital media.
ReplyDeletesomeone would chose to put their ad in the newspaper if they wanted to reach an older target audience. It is the perfect way to reach people 40 + years old. It would also stand out since most advertisements are digital, a good one on print would be recognized right away.
ReplyDeleteWhat is the value of traditional newspaper advertising today? While not as valuable as it once was, even now I view it as reasonably high. We do live in a highly digital world, but there are still a few people who do not own a computer or television. Or, people who both read their local newspaper and consult digital sources. It is unlikely that newspapers will ever become completely obsolete, and so traditional newspaper advertising still holds reasonably high value.
ReplyDeleteI believe the opportunity to traditional newspaper advertisement's lies souly on the demographic. It appeals to the older demographic because they're not fully up to date with technology today. I believe that their companies target audience are older, and they choose to reach them through paper advertisements instead of digital.
ReplyDeleteThe value of traditional news paper advertisement is lower then other outlets used today for advertising. Older generation that like to stick to the ways they know is a target audience for news paper ads. I believe that certain audience can still be targeted through traditional news paper. Both of my parents and grandparents read the news paper still. I however use online news outlets. I believe the target audience for news paper could be for people who don't have access to the internet and older generations. The only time I have read traditional news paper recently has been to see the things to do. So local event advertisements is still big in traditional news paper for all generations.
ReplyDeleteGrowing up near NYC, one memory I have is taking the train whenever I visited the city. Without fail, every single time there were dozens of people on my car reading the newspaper. Once I started working in the city, I quickly saw why. When you have an hour to kill, you get bored very easily. Even with smartphones, the service is terrible and drains your battery. Most vendors sell papers from $1 (NY Post) to $4 (NY Times), so they serve as cheap entertainment for that hour-long commute to/from work. With the amount of people commuting daily, it would be insane to rule out newspaper advertising.
ReplyDeleteIn my opinion there are still good benefits of newspaper advertising. Newspaper advertising reaches a very specific target audience and that is beneficial to some brands that are seeking to reach this group. Also it is easier to measure how many people the advertising reached out, unlike online adds that is kind of blurry to know how many people saw it, you can tell specifically how many people saw that add ( the same number of people that bought the newspaper).
ReplyDeleteMonique Cordeiro
Although a large part of the readership of newspapers has been lost due to the development of other, more convenient, forms of media it still has a following. There is an older generation that is still using this form of media and they represent an older, yet educated segment of the population that is still set in their ways. This segment is seen by many as having stable incomes and age-related needs. Products relating to health care and retirement planning can be marketed to them in print. Also, newspapers are a portable form of media for those who do not have smart phones.
ReplyDeleteI personally haven't even touched and opened a physical newspaper in years besides for moving it (usually kicking it) out of my way in the driveway. Apple has given me the ability to use the news app so I can read everything digitally on the go. I don't know about many 20-something year olds around my age but I use the app frequently. It's free of advertisements for the most part and it's easy to navigate. Still, I am able to see why newspapers and magazine publications are important. These days the majority of what goes into a newspaper or magazine are just advertisements with a small amount of editorial content here and there. Advertisers continue to take advantage of using the classified sections and purchasing half and full page ads simply so that these publications will continue to circulate. The more circulation a publication will get, the more inclined an advertiser will be to put an ad in that publication. Even though not all readers stop and analyze every ad, they are still there and their minds are still bombarded with the idea of a product. A physical copy will stay in a readers mind and be available to look back at.
ReplyDeleteI was able to think about two values that traditional newspapers may have. One - if theres an ad on that traditional newspaper I would assume that it comes out on the digital version as well, giving it more exposure. Also, even though traditional newspapers have been declining over the years, it still reaches its primary audience which is an older demographic. Ironically enough, I was actually personally helping a client yesterday who was telling me about the paper boy that still drops off the daily newspaper at his doorstep. Interesting...
ReplyDeleteHonestly, very few people I know in my life reading the newspaper. My grandparents and my father are the only ones that come to mind. Most people in this day and age, even my mother and all of her friends use news media applications to read the news by the click of a button on their iPhone or iPad. If I had to guess the value of newspaper advertising in my opinion, it would be to reach a specific target audience. Maybe for vehicles, movies, entertainment, that is honestly all I can think of.
ReplyDelete