Newspapers Still a Viable Marketing Tool?

Recently a report came out (click here for link) detailing the circulation for the major metro newspapers are down, in some cases by double digits. This news comes on the heels of the ongoing news that more and more Americans and individuals across the globe are going to other sources for their news day.

The prowess, and the rates the large newspapers used to demand are no longer the norm. Many are near to completely collapsing their rate cards for their advertising. The ever powerful classifieds have now been usurped by the likes of Craigslist, and Google has been doing it’s best to cut into the long held belief that to gain marketshare, newspaper is an excellent way to accomplish that.

We pose the question once again, “Are newspapers still a viable Marketing tool?” The answer is … it depends. In times past it was a no brainer to add into your Marketing mix the tangent of Newspaper and the articles, ads, and classifieds. With this change of newspaper readership, it all now depends on which target audience you have in mind.

If you are trying to hit the trendsetter, the one who is the early adopter of a new product or someone under the age of 45 then do not rely on Newspaper. The Target Demographic is the older set, which sit down after a day at work, or in their retirement, and read their hard copy newspapers. Those who grew up watching their parents do the same, and have not had the influence of a computer in their workspace or lifespace, if these individuals are who you need to reach, by all means, hard copy newspaper is still where you can get to them.

However, if your demographic is not in that older set, in the older baby boomers group, newspapers are where you need to be, but only their Online Editions. People still go to a newspaper, and sometimes many times a day, but they do it Online. Getting the byline, or a Text Link, or placing an Ad on their home page is much more effective for this demographic than having anything hard copy.

This knowledge unfortunately places us into another question, “If not just newspapers then where are they going to get their information?” That is a question for each Marketing Professional gets paid to answer!

Messaging a Must More Than Ever

Target Marketing Effectiveness

The economic outlook that is coming out on a daily basis is bleak. You keep hearing that Black Friday for retailers, while initial numbers looked up, actually were down from last year’s numbers. You are hearing major retail chains, Mervyn’s, KB Toys, Linens and Things going out of business completely, with others scaling back. Big ticket, small ticket items alike, are not selling as well or in such abundance as years previous.

Get Your Messaging Right

There is a lot of fear with the consumer, and a lot of trepidation with business owners across all industries that the fear could paralyze commerce in such a way as to completely cripple your company. However the news is currently, there is a way to be able to ensure your business’ viability in the marketplace.

Keep Marketing Your Business!

Simple I know, but it has been proven time and time again that those who are constant with their marketing, their advertising and messaging are able to capture greater market shares than to contract into a cocoon and wait out the financial storm. (Proctor and Gamble, Chevy, Zenith in the 1930′s)

Of the utmost importance now is the effectiveness of those dollars you are spending, and how well your messaging hits your target market segments. Although the solution is simple, it will take more brain power, with the proper metrics and measures in place so that you can substantiate what you are putting out in the public forum.

Proper Marketing Analysis of your current or potential customers: their traits; the trends they follow; the value systems they generally have; their motivations to buy AND be loyal to your product or service. It is crucial you hit all these tangents on the proverbial ‘head’ to get that harder earned dimes and nickels of those who are keeping your doors open.

Branding properly to the clientele, you can draw from that Branding Equity and solidify them better in the usage of what you are offering.  Find out more in the sections Metrics & Media , and Next Level for more details on how do to be most effective in the turmoil of today’s economic times.