In this ever-changing media marketplace where our hand-held PDA can pick up a cellular feed in milliseconds, print media is going the way of the dinosaur, right? Not hardly.

Newspapers and magazines might not have video clips, soundtracks, instant interactivity or a scroll button, but they do have readers – loads of them. And for that reason, they have loads of advertisers lining up for column inches. Last year, U.S. newspapers generated $46 billion in ad revenue, and magazines brought in more than $11 billion. Advertisers embrace print because, even with its limitations, it has desirable advantages like easy portability, a longer shelf-life, the ability to target specific demographics, and more space to explain your product.

The Ink Behind the Inc.
Print media encompasses a broad range of diverse publications. The list includes daily newspapers, weekly or semi-weekly newspapers, community newspapers, newsletters, consumer publications, business publications, industry trade journals, direct mail, flyers, and the Yellow Pages. As an advertiser, you’ll need to choose which print media best serves your needs based on your target group, ad budget and marketing goals.

Color vs. Black & White
Unless your ad is running in a publication that only allows black & white printing, you’ll have the choice of using color. Cost is one factor since color ad production can be more expensive, but there are other considerations. Color is beautiful and eye-catching, but the contrasting black/white combo remains the gold standard for readability. Also, keep in mind what the surrounding ads are using – if your ad appears in a publication where advertisers primarily use black & white, then color helps you stand out in the crowd, and vice-versa. Color must be used for products where color is a key buying factor (think fabrics, floral arrangements, paint), and black & white can be very effective when used to set an artistic tone or depict a historical period.

Size Can Make a Difference – or Not
When choosing the size of your ad, remember that bigger isn’t always better. A half page ad that is designed effectively may be just as reader-grabbing as a two-page spread – but a lot easier on your budget. Still, a key benefit of buying a three-quarter page or full-page ad in a newspaper or magazine is exclusivity – no other ads are on the page competing for attention. Smaller ads cost less, but you’ll need to make up in creativity what you lose in column inches.

Placement
Once you’ve created the perfect print ad, you can maximize its effectiveness with strategic placement. Major newspapers are divided into sections. What kinds of articles will your target market be reading? If you’re selling fashions, the Lifestyle section is an obvious choice. For financial services, consider Business. And don’t discount the Classifieds as a place to run your display ad – car dealers have used this section successfully for years. Magazines are less likely to have highly targeted sections, but there are various placement options. The back cover, for example, is usually the most expensive ad space in a magazine because it is likely to remain in view even when closed. Many national magazines also allow ads to run in state or regional editions, allowing you to reach a local target without the cost of a national ad.

Good Timing
Knowing where to run an ad is one thing – knowing when to run it is something else entirely. Is there a certain day of the week when your business increases? Do you depend on weekend traffic? How much lead-time do your customers need to plan their purchases? Many retail companies spend the bulk of their advertising budget during the holiday season, but there are other advantageous times of year for advertising.
Think about the car and furniture store ads you see during tax return season or the theme park ads that run as summer approaches. If you have a special event planned, consider running a series of newspaper ads throughout the week prior to the event to build momentum. One effective strategy is to have the ads get larger each day.

Tips for Effective Print Ads
The key to creating memorable print advertising is maintaining consistency in your design. Each promotional piece should serve as a reminder of a previous message. Use similar colors and design elements in your ads, letterhead, business cards, signage, logo, brochures and other printed materials. This also applies to non-print media. Maintain consistency with
your radio and TV spots, Web site, outdoor ads, and promotional products
to maximize the effectiveness of your campaign.

• Use contrasting colors that are pleasing to the eye and balance the
  major elements in your design.
• Grab attention with a headline that talks about your customers’ needs
  or desires.
• Give your customer a reason to respond by focusing on a special price, advantage or innovation.
• Keep body copy simple, readable and persuasive. Use subheads to break-up longer copy blocks.
• Don’t include language or information beyond the comprehension level of your target.
• Get professional design help to ensure your ad reflects the desired image of your company.