First, what is Paper advertising?
Newspaper advertising has been around longer than any other form of advertising we see today and is still the first kind of advertising that businesses think about doing. These ads can do a lot more than just advertise one item or one sale--each one can work really hard to bring in customers, and then bring them back again and again. They're a good way to reach a large number of people, especially those aged 45-plus who tend to read the paper more frequently than younger demographic groups who tend to get their news from television, radio or the internet. And you can target your ads to the appropriate markets by requesting that your ads run in the section(s) that most closely relate to your target audience, be it sports, lifestyle or business.
Like all forms of advertising, your print ad costs will depend on a lot of things: the size of your ad(s), what publication(s) you use, what sections of the paper(s) you want your ads in, the frequency with which you run the ads, and whether you use color in your ads. When it comes to working with the publication, you'll have a different sales representative from each newspaper who will not only quote you prices and deadlines but will also help you design your ad. When it comes to price, daily papers are the costliest of your choices and are best handled with annual contracts, since these publications make committing to one ad at a time cost prohibitive--rates plunge dramatically even for the smallest contract, compared to the one-time rate. If you find dailies to be too expensive, you can save money by only running your ads in the local sections the dailies all provide to their subscribers. These are tabloid-like sections that usually run just one day a week and carry news pertaining to small geographic areas or neighborhoods. For instance, the Post Standard in Syracuse, New York, carries its local publication, called "Neighbors," on Thursdays. This local section is inserted into the appropriate daily papers and distributed to the various suburbs of Syracuse, instead of to the paper's entire coverage area. If your business was based in the Syracuse area, you could choose to run your ad in just "Neighbors East" or "Neighbors West" in order to target your business's neighborhood. As you grow, you would probably want to consider purchasing ad space in the local section aimed at another area along with, not instead of, your original area of coverage.