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Newspaper advertising is a common and often cheaper way to advertise, with two types of ads: display and classified. Display ads are higher profile and can take up significant portions of the page, while classified ads are cheaper and found in specific sections. Some newspapers offer advertising packages that include both newspaper and online advertising.
Newspaper advertising is one of the most common ways of advertising in many countries. Often cheaper than TV advertising, it usually offers the advantage of a higher market share in many locations. Also, newspaper marketing does not depend on the target audience having a television or radio on at any given time to get the message of the ad.
Newspaper advertising falls into two broad divisions: exposure or classification. Newspaper ads that are considered display ads are those that span multiple columns horizontally and often include graphics and borders. Classified newspaper advertising is column advertising that follows the column’s natural flow vertically down the page.
Classified advertising is usually the cheapest option for most people and appeals to those looking for a certain market. For example, those looking to rent an apartment, find a job, or buy a pet can typically use classified ads to make their search easier. While 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 occupy, in many cases, significant portions of the page. Typically, display ads can take up an eighth, quarter, half, or full page. In some cases, the ad may take up two facing pages, such ads are rare in newspaper advertising simply because of the cost. Display ads can be color or black and white, with the color option costing more. Display ads can be found throughout the newspaper.
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 run an advertisement it deems offensive or libelous. However, newspapers must be careful when rejecting ads and often work with the advertiser to revise the ad so that it is suitable for publication.
In a relatively new development, some newspapers offer an advertising package that includes not only newspaper advertising, but also online advertising on the newspaper’s website. This helps alleviate some advertisers’ fears that their target audience might not be reading the paper, but simply going online. Most newspapers that have websites offer some sort of online advertising in addition to newspaper advertising, although not all publications lump the two together.
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