Do you advertise in your local newspaper

by nyk24
26 replies
Hi folks

I'm thinking of advertising in my local newspaper. A half decent advert costs about £150 about the size of a credit card.

I haven't created an advert yet but it will have a catchy headline, list my services and have a call to action like 5 page mobile sites only £100 ($150) to the first 50 callers.

Have any warriors advertised in the local newspaper and what was your experience of it?
#advertise #local #newspaper
  • Profile picture of the author MartinBuckley
    I have in the past and have had both great results and bad results, but to be honest with you I've had more bad results than good and feel that newspaper advertising is not a good way to advertise anymore.

    I get great results advertising different services and products on Craigslist more so than I do advertisng in the newspaper, but my results don't mean that your results will be the same, so you won't know untill you try and see what happens.

    I wish you all the best,

    Martin

    Originally Posted by nyk24 View Post

    Hi folks

    I'm thinking of advertising in my local newspaper. A half decent advert costs about £150 about the size of a credit card.
    I haven't created an advert yet but it will have a catchy headline, list my services and have a call to action like 5 page mobile sites only £100 ($150) to the first 50 callers.

    Have any warriors advertised in the local newspaper and what was your experience of it?
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  • Profile picture of the author TimGreen1
    I haven't advertised yet but I am planning to. It's a great place to advertise especially for local services, you exposure is massive.
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  • Profile picture of the author Iron
    I might once I get good traffic
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  • Profile picture of the author hostwindsEvanM
    Also curious what success people have had, and what niche they advertised.
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  • Profile picture of the author bhuff85
    I'm actually gearing up to launch an ad for my local directory (restaurants/bars) in a local magazine that targets readers in the 21-35 age range and offers news on local food, drink, fashion, business and more. Running it for 3 weeks at $120 per week, reaching a total of 45,000+ readers per week.

    This is my first run at print advertising, so we'll see what happens, but I'm anticipating a better response rate through this publication rather than just a general ad in the local paper. I've been passing out doorhangers to various neighborhoods and have been a great response rate with an average of 1 to 2 percent signing up as subscribers. Doesn't seem like much, but I consider it a success for "cold doorhanger" advertising. With that said, I'm looking forward to what the print ad will do for me in a few weeks!
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    • Profile picture of the author dragoneye
      A friend of mine ran an ad for 3 weeks in Surrey last year for his 5 page WP website service and received only 2 orders in total. If I could remember correctly, his charge for the service was for £12.50+VAT per month all inclusive (including the domain name). I think he paid around £375 for the ad. Depends how long he could keep the clients, he could still be in profit for this campaign in the long term.
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      • Profile picture of the author dragoneye
        Forgot to mention, his ad was on the front page bottom right, also the size of a business card.
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      • Profile picture of the author nyk24
        Originally Posted by dragoneye View Post

        A friend of mine ran an ad for 3 weeks in Surrey last year for his 5 page WP website service and received only 2 orders in total. If I could remember correctly, his charge for the service was for £12.50+VAT per month all inclusive (including the domain name). I think he paid around £375 for the ad. Depends how long he could keep the clients, he could still be in profit for this campaign in the long term.
        Thanks...Im surprised at the low response rate! I feel for your friend


        Originally Posted by abelamorales View Post

        Honestly, direct mail would be much better than advertising in the newspaper. I have tried advertising in the newspaper before, however due to the variety of different audiences that get a hold of the paper, you may only have a small percentage that would be interested in the service -- nonetheless, it doesn't mean they will call.
        Good point thanks. I think I am going to stick to cold calling and direct mail. To be honest I am surprised nobody in my local area has never tried advertising in the local newspaper
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  • Profile picture of the author abelamorales
    Honestly, direct mail would be much better than advertising in the newspaper. I have tried advertising in the newspaper before, however due to the variety of different audiences that get a hold of the paper, you may only have a small percentage that would be interested in the service -- nonetheless, it doesn't mean they will call.
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  • Profile picture of the author JaffeyApple
    Other factors to take into consideration here. If it is a free paper then the positioning of the advert is vital as the readership for these type of publications generally flounders after page 7. Premium positions increase costs but after page 7 you may as well open your car window and just chuck the money out.

    Paid papers are far better by the ad costs increase.

    I am not convinced this type of business works with local paper adverts. I did a little analysis on this a week or two ago, albeit i have not delved into it too deeply as yet.

    I got a local free newspaper and checked all of the the advertisers for website details. The paper contained 96 adverts and 42 of them did not have a website listed. I am sure some of these have sites but likewise a strong percentage do not.

    Personally I would use the £150 to work out alternative methods to get to the people in your community who are already actively advertising (as in they are already proven spenders on advertising) rather the the splatter gun effect of local paper advertising with only a nominal percentage of readers requiring your services. Look at the papers for your region, go a little further afield if need be too, and you already have a wealth of potential customers that you have already identified require your services.

    Now go work out how to capture them.....
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  • Profile picture of the author riverview
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    • Profile picture of the author Haskell1
      The last time I advertised in a local paper it cost around £100 to appear in 1 local paper but for an extra £35 it would appear in 6 local newspapers over a larger area.

      We went for this and also placed an ad on Gumtree (for free!).

      We did not get one reply from the newspaper ads, apart from them and others trying to sell us more advertising, and got around 10-15 replies from the Gumtree ad.

      In my view local newspaper advertising is completely DEAD.

      (but then again I suppose it depends on what you are advertising)
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      • Profile picture of the author sandalwood
        Kind of funny to see a question asking us if we advertise in our local paper when we all supposedly tell our prospects and clients how the Internet, SMS, etc has replaced newspaper advertising. Not to forget we even tell them TV and radio advertising is dead. They should have mobile websites as well as pay us to do a bang up SEO campaign.

        Personally, I wouldn't advertise in a local paper if they paid me. Unless you are offering super deep discounts to the few readers they have left, you won't get a response.

        Take a look at how shrunk down the papers are now versus even a few years ago. In our area, on some days they only have one edition meaning a single 12 page pager where they used to have 4 editions.

        Spend your advertising elsewhere.

        Just my 2¢...
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  • Profile picture of the author thebarberbuzz
    I have good results with my IM stuff in local newspapers, like penny savers and local classifieds. Make sure the papers you put ads in have good circulation. In my opinion, it still works well since most of the competition is online nowadays. Newspapers, postcards, and magazine ads make me a lot of money.
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  • Profile picture of the author Rearden
    When I sold personal training, I created an advertorial and placed it in a small community newspaper where all of my town's affluent lives.

    I generated about $200k of revenue over 2 years with that very same ad -- mostly from that one particular paper, but also in other small community papers.

    But I've also dropped thousands of dollars on big dinosaur papers with the same ad and got nothing.

    Bottom line -- as always, the list is king -- make sure your medium makes sense to advertise your wares into.
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    • Profile picture of the author ShayB
      I've always had great results with the local pennysaver papers. Not so much with the bigger papers.

      Depends on the area/product/service, I'm sure, but the pennysavers are so cheap, it's hard NOT to get some kind of ROI (at least in my experience).
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  • Profile picture of the author sallan
    I used to work in newspaper advertising, selling ads for a paid daily and a free weekly. It is pretty tricky to get good results with print advertising if you don't know some basics about visual layout and copywriting. Ad placement and frequency is also important too. If you are placing a one off ad for a little known business then you will most likely be disappointed with the results.

    Where print advertising can be useful is if you are wanting to create brand awareness within your community and are willing to have an ongoing campaign. From what I have learnt it takes people 4-6 weeks of consistently seeing your ad before they actually take much notice. Any business you get in the period before that is from people who were looking to buy whatever you sell at the time they viewed your ad.

    With business services there are not going to as many people ready to buy as there would be if you were advertising consumer products, weekly specials at a liquor store for example.

    So your goal for this type of advertising is to keep your business "top of mind" when people need your service, or to give them a familiarity with you so that when you do your other marketing activities there is a level of trust because they are already have some brand awareness.

    Even though I have the knowledge to execute a decent print campaign I am reluctant to do this as the investment for such a campaign is large, and direct marketing is much more effective. Newspapers know this that is why they employ a sales team to visit and call businesses to sell advertising! They get very little business from people calling in saying "I want to buy a display ad".

    Anyway that's my two cents on the subject, I hope it was useful, for someone. If you have any other questions about print advertising I'll see if I can answer them.
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  • Profile picture of the author EnzoBlaque
    Originally Posted by nyk24 View Post

    Hi folks

    I'm thinking of advertising in my local newspaper. A half decent advert costs about £150 about the size of a credit card.

    I haven't created an advert yet but it will have a catchy headline, list my services and have a call to action like 5 page mobile sites only £100 ($150) to the first 50 callers.

    Have any warriors advertised in the local newspaper and what was your experience of it?
    I have and still do advertise in local and national papers. Also, £150 for an ad in a local paper is a bit steep. I hope you're not paying the asking rate? Newspapers love new guys that don't haggle.

    I remember paying £150 a month for a quarter page ad and nowadays I'm able to get my ads in local newspapers on a pay-per-lead basis. So try and haggle a better price for yourself before you pay them.

    I have always had great results when advertising in the paper. The ROI is incredible if you run your camaign over a long period of time.
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  • Profile picture of the author ghostrecon
    I found it worked relatively well for garage sales / health related things.
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  • Profile picture of the author ThomasCook
    if your marketing niche has to do with a local theme it will be great, you should go with it. Or if you are selling items a bit cheaper than the local stores are selling them it will give good results.

    I say try it, if you can invest those money and don't be too disappointed if you don't make profit then just post this ad.
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  • Hi nyk,

    Advertising in the newspaper, in my humble opinion, is ALL about being different. It's important to remember that you are not going to be able to close ANYONE straight away from a newspaper ad. (that's provocative and definitely not be entirely true, it is definitely possible to close a client right off the bat - BUT - it is very unlikely, if you are doing the same sort of thing as everyone else)

    I read Chet Holmes' '(The) Ultimate Sales Machine', about a year ago and since then my prospect attainment has dramatically increased. The biggest revelation or "ah-ha" moment from the book was "DO THINGS DIFFERENTLY"

    After reading the book, I wrote 6 "reports" on various services that local marketers often sell. To be different, and to make myself -stand out- I titled them:

    "The 7 Questions EVERY ***** Expert You Hire MUST Be Able To Answer..."

    (***** = Enter Marketing Service Here, Eg: SEO, Social Media)

    Each report was a sales letter, obviously, and taught the prospective client the difference between the "scammers" and the good guys. Hence, positioning our business as the good guys.

    If I was a local business owner I know I'd want to find out how to AVOID all of the marketers who are just after their money and didn't really care about the business. So I made something that they would want...

    If I was you, I'd design an ad based on these principles and split test it against what you were going to use and see which is best.

    Hope That Helps, Michael
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    • Profile picture of the author LeighAnnK
      I earn my living placing print ads for small businesses. I run some very successful campaigns that run weekly. I have also run ads that have bombed. In most cases, each have been predictable. The ones that bombed were either poorly written ads or did not buy enough coverage to give a true test. If the copy is not believable or just poor in general, ads are destined to fail regardless of the medium.

      I utilize discount newspaper classifieds for my clients all the time and they can drive a lot of leads for the right product or opportunity as long as the copy is good!
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  • Profile picture of the author Chris Rivers
    Advertising in a regular local newspaper for offline clients has always seemed a bit off target to me.

    Here's why:

    If I'm going to spend $150-$300+ to get my ad in front of prospects, why not focus on publications that specialize in my target market. That's always made more sense to me.

    I can set a clock by the consistent success I have by paying for a direct response flyer ad to be inserted into my little local chamber's newsletter. It runs me $75-$150 depending on the chamber I'm using, plus the cost of copying 500-2,000 8.5x11 flyers depending on their membership numbers, but it always brings in business.

    Newspaper advertising has been good to me over the years, but it just makes more sense for me to get my message in front of my target audience.

    Chris
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    • Profile picture of the author nyk24
      wow guys! Thanks for all the advice given....I can't believe how many of you have replied....thanks again :-)

      So from what I can gather local newspaper adverts can work if you have good copy, a believable headline, are before page 9, in a local paper with high circulation, in a trade magazine, advertise regularly, haggle over rates etc.

      As I have been promoting myself for long I will probably stick to cold calling and direct mail and when I feel more confident and richer from my experiences I will probably put an advert in my local FSB (local chamber of commerce) magazine and hopefully in the future go for a full page sales letter style advert in my local newspaper. Fortunately my local newspaper has one of the highest readership to population ratios so it's definitely worth a go when I have more funds available.

      Do I smell a wso coming out soon for this one? Might be a good idea.....I would happily accept a review copy if this was the case?hehe :-)
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  • A few years ago I had success with the news paper articles offering free websites, most calls we're highly qualified leads. Old mom/pop shops that haven't done anything online in 10 years.

    Again this was years ago and nothing is guaranteed with any campaign.. But if you have great services and some pretty awesome advert graphics I'm sure you could pull some rabbits out of the hat.
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