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What is Newspaper Advertising?

By Ken Black
Updated May 16, 2024
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Newspaper advertising is one of the most common ways to advertise in many countries. Often cheaper than broadcast advertising, it usually provides advantages of greater market share in many locations. Also, newspaper marketing does not depend on the target audience having a television or radio on at a certain time in order to receive the message of the advertisement.

Newspaper advertising comes in two major division: display or classified. Newspaper ads considered display ads are those that span multiple columns horizontally and often include graphics and borders. Classified newspaper advertising is in-column advertising that follows the natural flow of the column down the page vertically.

Classified advertising is usually the cheapest option for most people and appeals to those who are after a certain market. For example, those seeking to rent an apartment, find a job, or buy a pet typically may use classified ads to aid in their searching. Although not traditional to classified ads, many publications offer small graphics and borders with classified ads. Classified ads are usually found in a specific section.

Display ads are generally higher profile ads that take up, in many cases, significant portions of the page. Typically, display ads may take up an eighth, quarter, half or full page. In some cases, the ad may take up two facing pages, those these ads are rare in newspaper advertising simply because of the cost. Display ads may either be in color or black and white, with the color option costing more. Display ads can be found throughout the paper.

In many cases, newspapers offer services to advertisers to help them design effective display pieces. In all cases, the advertiser has the right to refuse or accept this service. In some cases, the newspaper may choose not to publish an ad that it deems offensive or libelous. However, newspapers must be careful when rejecting ads and often work with the advertiser to revise the ad so it is suitable for publication.

In a relatively new development, some newspapers offer a package of advertising that not only includes newspaper advertising but online advertising on the newspaper's Web site as well. This helps alleviate fears among some advertisers that their target audience may not be reading the newspaper, but simply going online. Most newspapers that have Web sites offer some sort of online advertising in addition to their newspaper advertising, though not all publications package the two together.

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Discussion Comments

By lindaperry — On Oct 17, 2015

I stopped posting my products in Newspapers. I always hire Marketing Videos TV to do a video about my company. I learned a lot that advertising your products in some SMM sites is more affordable than posting your products in the Newspapers.

By FrogFriend — On Oct 20, 2010

Newspaper advertising rates are outrageous. As a regular advertiser I am often under the gun to pay my advertising bill to the local media organization. Personally I think I'm going to look for a different outlet in other media organizations such as television, radio, and Internet advertising solutions. These other options can be very alluring especially with some of them having lower costs than newspaper advertising.

On the other hand, newspaper publishing is a relatively cheap option when compared to television advertisements. Perhaps television advertisements are so expensive because many people do watch television as where newspapers are truly going away out of the media organization. I think college newspaper advertising still has a viable option that is cheap solution if you want to get your message or business some public exposure.

By GraniteChief — On Oct 20, 2010

one of the most interesting aspects of newspaper advertising is the cost formulations that are calculated to determine how much advertisers should have to pay. These very complicated formulas are based on a variety of factors which some include the amount of circulation that the newspapers printed, as well as whether or not the advertisement is printed in black-and-white or color.

Depending on the size and the stature of the media organization a lot of the advertising has to do with the clout of the reputation of that media organization has around town and beyond.

It is a relatively small sized newspaper did obviously advertisers are going to pay less for a larger amount of space. Even though these may be smaller based media organizations, business owners can often take advantage of these lower advertising prices while still reaching a very localized public audience.

By thumbtack — On Oct 20, 2010

While some people do not like newspaper advertising, the truth is, that an newspaper advertising is absolutely vital for the business side of a media organization. If we do not have advertising, newspaper organizations would not be able to publish the information that they try to get to the general public. Without this public service we would simply be an uneducated and ignorant group of society that would not be able to make educated choices about the world.

I think is important to remember that newspaper advertising while it can be ugly is what is able to create the information that you were reading before you. It is also often obvious just exactly what the advertising is on page so most readers do not become confused as to whether they are reading an actual news article or looking at an advertisement for mattresses.

By NightChef — On Oct 20, 2010

The worst part about reading the newspaper is the advertisements. While most media organizations do a good job of pointing out exactly where the advertisements are on the page, there are still advertisements that try to disguise themselves as a legitimate news article. It is these deceptive advertisements that cause confusion for people in false information to be spread.

For organizations that claim to be in the business of credibility and accuracy and truth and dissemination of information, newspapers allow advertisements that disguise themselves as true articles. These often self serving advertisements will make false claims or perhaps claims that cannot be backed up by true scientific evidence. It is misleading for the readers of the newspaper because these readers trust that the newspaper is giving them accurate information.

A key way to look for these fake newspaper advertisements is to identify a border that is different from other borders around the newspaper articles in the actual layout and design.

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