Business information written specifically for newspaper advertising departments

Online Advertising

With the changing times, it’s important for newspapers to widen their scope when it comes to advertising and realize that their website can be valuable real estate
With the changing times, it’s important for newspapers to widen their scope when it comes to advertising and realize that their website can be valuable real estate.

Newspapers have traditionally been a print-oriented medium, and some have been reluctant to make the leap to an online presence. And for those that have, the advertising doesn’t always follow suit. Advertising reps tend to overlook the value of online ads, and simply push the print aspect. But with the changing times, it’s important for newspapers to widen their scope when it comes to advertising and realize that their website can be valuable real estate.

Focus on the branding aspects of an online ad.

People tend to focus on the direct response of an ad, when, in reality, nobody actually clicks on online display ads. A .04% click-through rate is actually decent. So avoid selling for direct response; instead, focus on the exposure and branding benefits of online advertising.

Don’t undervalue online advertisements.

There is a tendency to view online advertising just as an add-on to print, and therefore, sell it for as little money as possible. This is a mistake; it ends up devaluing the ad, causing people to not want to buy it.

People spend a lot of time online and see these ads, so price them well! Convince advertisers that online is valuable, and that the newspaper’s online product is good and worthwhile to advertise in. If an advertiser doesn’t have the budget for a big print package and a big online package, cut down on print and do a valuable online package.

TOP FOUR BENEFITS OF ONLINE MARKETING

1. Branding exposure: The more constant exposure you have, the more you’ll cement yourself in the customer’s mind.

2. Return on Investment (R.O.I.): With substantially cheaper prices and the ability to easily change and monitor results, online advertising offers a higher R.O.I.

3. Cost-effective exposure: Online advertising has traditionally been a cheaper method of advertising, which is ideal for local or small businesses that don’t have a large marketing budget.   

4. Product information at your fingertips: Though people typically don’t click on banner ads, for those that do, it provides clients with instant information on the product. This can also lead to an additional revenue stream for the newspaper hosting the advertisement, as they can enter into a pay-per-click agreement with their advertisers.