Obviously, newspapers are not considered to be nearly as important as they once were, especially when compared to television, and the internet. There has also been an increase in the number of weeklies and tabloids, some of which are provided free to the public.
A major drawback of newspapers is your ad can be lost, or be so obscure, it may not even be noticed by most readers. An ad large enough to attract attention may prove quite costly, especially since most readers limit their reading to specific sections, and have time constraints which prevent them from reading each and every page in its entirety. Other publications, including automotive, are available on a weekly or monthly basis, and may give you more ‘bang-for-your-buck’.
Regardless of the circulation claimed by the various publishers, there is still no guarantee you will receive the attention you desire through these printed media. Results are also extremely difficult to measure. One may more advantageously invest in advertising which is more ‘in-your-face’. We will discuss how to get to the ‘in-your-face’ marketing in our next installment.
To be continued…