Once thought to be a platform for consumer packaged goods only, newspaper inserts are becoming more recognized as a form of media to promote a wide variety of brand messages. This affordable channel offers quick execution and precise targeting capabilities, is a great way to draw attention to ads on a regular basis, and offers a number of advantages compared to traditional newspaper display ads.
Consumers Love to Shop at Home
Paper inserts are an effective form of advertising for many reasons, but perhaps the biggest is because they cater to consumers who like to ‘browse the aisles’ from the comforts of home. Many newspaper readers enjoy thumbing through the colorful inserts to find current deals and view offerings from multiple merchants, so it’s a great way to get your offer in front of those who are ready to buy.
Inserts Set Your Brand Apart
Let’s face it, consumers are finding it easier and easier to tune advertising out, so you’d better make sure your ads stand out in order to be seen. Paper inserts get noticed because they don’t blend in with the countless generic ads that all look alike. Have you ever wondered why supermarkets and big box stores have long advertised in this way?
Real Staying Power
After many newspapers have been discarded into the trash can or recycle bin, the inserts will still be picked up and perused. When a campaign’s shelf life can be measured in weeks instead of days, it means it has the power to drive traffic long after it is distributed.
The Sunday Crowd
Sunday is a day for many things: resting, hanging out with family, and shopping – or at least planning on what you need (or want) to buy. Sunday is the day many, many consumers actively seek out the inserts in the paper. In fact, the NAA reported that 48 percent of adults check inserts most often on Sunday.
By choosing to distribute by ZIP code, market and myriad options in between, paper inserts give advertisers the power to get their message in front of only those who are part of their target demographic.
The bottom line is advertising with newspaper inserts is a flexible, affordable and creative way to get your message in front of the right consumers.
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