According to the nifty pie-chart to the right and the related study, becauseÂ print newspapers reach people who are actively looking for, or “checking,” ads, they are still a solid advertising medium.Â How these people can conclude one thing from the other is utterly beyond me.
While newspapers may be a medium that still draws peopleÂ who are actively searching out ads, that hardly means newspapers are a solid advertising medium for most advertisers.
As Social Media Today rightly points out, the idea of “actively looking” basically implies the following scenario:
“To me it says, ‘I want a new job (or car etc), let’s check the ads.’ And sure, newspapers and online will come first when that’s the motivation.
I would simply add 3 things to that analysis:
1) Newspapers and Yellow Pages are inevitably being displaced by the internet. Local, lower-level job listings may remain a stronghold of local newspapers, but other than that, most prospects feel they’re better off starting with a Google search or a quick check of Craig’s List.
2) You might NOT want to attract the more eager scourers of the local paper.Â Especially when advertising a job position.Â Seriously, would you rather find an applicant who, while still holding down his present job, thought your position perfectly described his strengths, qualifications, personality, and so on, or would you rather get the guy who’s between jobs, is desperately seeking paid work, and who saw your position in the paper?Â Might I suggest that radio, blogging, or social networking sites might be a better option for attracting the first type of applicant over the second?
3) Old school, intrusive media muscle still puts the smack-down on newspapers - especially when the radio or TV campaign is followed up by a strong web presence.Â Â Ad-dollar-for-ad-dollar tests show radio providing a 14:1 increase in driving response over newspapers.
If you hear a compelling radio message on something for which you’re not yet in the market, but you continue to hear that same offer/UVP/message from the same brand or company, what do you think will happen when you DO come in the market for that product or service?
Do you think you’ll:
I’d guess b, and my experience promoting website via radio strongly suggests the same.Â If you do a solid job advertise your offer and your company on radio, you will influence what they search on when they’re finally in the market.
So what happens to your competition when people search on your brand name instead of a category term?
With that scenario, your competitors are pretty much screwed right from the starting block! And that’s a traffic driving system most of us can get behind ; )