Types of Newspaper Advertising

The ads appearing in newspapers can also be divided into different categories. The major types of newspaper advertising are display and classified. Other special types of ads and preprinted inserts also appear in newspapers.

Exhibit 12-18 Newspaper inserts are used to reach target markets

Exhibit 12-18 Newspaper inserts are used to reach target markets

Types Advertising Marketing

Display Advertising Display advertising is found throughout the newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. Display ads account for approximately 70 percent of the advertising revenue of the average newspaper. The two types of display advertising in newspapers are local and national (general).

Local advertising refers to ads placed by local organizations, businesses, and individuals who want to communicate with consumers in the market area served by the newspaper. Supermarkets and department stores are among the leading local display advertisers, along with numerous other retailers and service operations such as banks and travel agents. Local advertising is sometimes referred to as retail advertising because retailers account for 85 percent of local display ads.

National or general advertising refers to newspaper display advertising done by marketers of branded products or services that are sold on a national or regional level. These ads are designed to create and maintain demand for a company's product or service and to complement the efforts of local retailers that stock and promote the advertiser's products. Major retail chains, automakers, and airlines are heavy users of newspaper advertising.

Classified Advertising Classified advertising also provides newspapers with a substantial amount of revenue. These ads are arranged under subheads according to the product, service, or offering being advertised. Employment, real estate, and automotive are the three major categories of classified advertising. While most classified ads are just text set in small type, some newspapers also accept classified display advertising. These ads are run in the classified section of the paper but use illustrations, larger type sizes, white space, borders, and even color to stand out.

Special Ads and Inserts Special advertisements in newspapers include a variety of government and financial reports and notices and public notices of changes in business and personal relationships. Other types of advertising in newspapers include political or special-interest ads promoting a particular candidate, issue, or cause. Preprinted inserts are another type of advertising distributed through newspapers. These ads do not appear in the paper itself; they are printed by the advertiser and then taken to the newspaper to be inserted before delivery. Many retailers use inserts such as circulars, catalogs, or brochures in specific circulation zones to reach shoppers in their particular trade areas. Exhibit 12-18 shows how the San Diego Union-Tribune promotes its insert distribution service to advertisers.

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