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Advantages

• Reach: Mass reach, delivered daily: Newspapers reach a relatively large mass audience throughout the market in a single issue. One advertisement in the newspaper typically can create more impressions than a single commercial spot on television or radio, a single outdoor billboard, or online platform. Beyond initial circulation, newspapers can deliver meaningful pass-along audiences and their reach over a week or month is significantly higher than their daily tallies indicate
• Targeting: Geographic targeting is available through combinations of major market and small town/suburban papers, as well as by zoned editions that allow for less than full run of press coverage. Newspapers boast strong upscale demographics, delivering a high proportion of educated, affluent consumers. Editorial selectivity is available using specific sections of the paper to advertise to a target audience – e.g., women's specialty store in fashion section.
• Environment: The majority of newspapers retain reputations for high civic-mindedness and integrity in reporting
• Cross-Platform Exposure: A mix of print and digital platforms offered by newspapers affords access to differing demographic segments. Newspaper websites are a growing option for advertisers to reach younger, more upscale audiences. The availability of video ads on digital platforms increases appeal
• Tracking: It is relatively easy to track response to newspaper ads, primarily through couponing
• Ad Timing: Advertisers can place orders and submit copy/artwork with a short lead time
• Content: The combination of text and graphics in the newspaper, when used effectively, can create visual appeal to reinforce the advertising message
• Newspaper ads afford the capability to communicate lengthy, complex or detailed information and descriptions, as well as disclaimers legally required for certain forms of advertising
• Comparison Shopping: The newspaper is an effective vehicle for consumers to price shop and also serves as a primary source for coupons. Newspaper readers and non-readers often seek out ads to learn about store promotions, prices, and to clip coupons for savings
• Ad Size: The medium offers a wide range of ad sizes that allow advertisers to meet their budgetary parameters, ranging from a single column-inch ad to two adjacent full-pages (double-truck display)
• Opportunities: If newspaper publishers can capitalize on them, online companion Websites and mobile apps can provide newspapers with a vehicle for more immediacy, audio and visual delivery of ad messages
• Classified Advertising: Many consumers consult their newspaper to look for job offerings, real estate and automotive ads, other buying/selling opportunities

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