Advantages of Newspaper Advertising: Why Newspapers are Still King

Advantages of Newspaper Advertising Why Newspapers are Still King

As technology continues to modernize how information is accessed, advertisers are faced with the constant challenge of how to best reach and engage customers. While there are a variety of mediums to choose from, newspapers (print and digital) still reign supreme, providing a number of significant benefits that cannot be found elsewhere, including television, radio, and the Internet.

Top Benefits of Newspaper Advertising

Newspapers offer better targeting.

Newspaper advertising can target specific demographics that are traditionally more difficult to reach through other mediums. This allows advertisers to more effectively reach smaller, niche audiences, including those in specific geographical areas. This targeted advertising can range from simple inserts to regular weekly sections in local newspapers and other special publications.

Newspaper advertising is more flexible.

Newspapers offer more flexibility than any other advertising medium. Advertisers choose the exact size and location of the ad (including section and page), as well as design. Unlike other mediums, such as the Internet, they also choose the exact time the ad appears and its frequency, ensuring that readers will see the same information, in the same format, in the same location.  Advertisers also have more control over the final product, by working directly with newspaper staff.

Newspaper advertising can also integrate print-to-web features, such as QR codes, to link readers with relevant web-based information, including special offers and more. In addition, the short lead times of newspapers allow for quick changes to any ad, while still meeting the necessary deadlines.

Newspaper advertising is more affordable.

Newspaper advertising typically costs less per thousand readers than television, radio, and direct mail advertising. In addition, newspaper staff members will work directly with advertisers to create ads at no additional costs.

Newspaper advertising can also be customized to meet any budget. The decline in newspaper ad revenue means fewer print and digital ads are included in each circulation. This is a significant benefit, as advertisers have less competition for ad space (and customers) than other mediums. Additional discounts can be provided for increased ad coverage and frequency.

Newspaper advertising reaches more customers.

Though declining in readership, an average issue of a daily or Sunday newspaper reaches more adults than an average half-hour prime-time television show. Readers also remove and/or save information, including special events, features on family and friends, coupons, and more. Whereas the average attention span of an Internet user is 8 seconds, readers spend considerably more time reviewing information in newspapers, including advertising.

Newspaper readers are also more affluent. According to Mansi Media, approximately 75% of all households with incomes of at least $100,000 read newspapers. These are households with significantly more purchasing power, who are also more likely to be influenced by newspaper ads.


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Consumers prefer print to digital when it comes to ad circulars

Study: Consumers prefer print to digital when it comes to ad circulars

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U.S. Newspaper, Book Printers Buying Canadian Uncoated Groundwood Are Up in Arms

U.S. Newspaper, Book Printers Buying Canadian Uncoated Groundwood Are Up in Arms

By Mark Michelson

U.S. Newspaper, Book Printers Buying Canadian Uncoated Groundwood Are Up in Arms. A preliminary determination on Jan. 9 by the U.S. Department of Commerce to impose countervailing duties (CVD) ranging from 4.43% to 9.93% has U.S. newspaper, book and commercial printers that buy imported Canadian uncoated groundwood paper seeing red.

That’s because it will deliver a severe blow to their bottom lines due to what amounts to an average countervailing duty of 6.53%. In its investigation, the Commerce Department calculated a preliminary subsidy rate of 6.09% for Catalyst Paper, 9.93% for Kruger Trois-Rivieres, and 4.42% for Resolute Forest Products Canada.

Impacted Canadian uncoated groundwood paper includes standard newsprint, high bright newsprint, book publishing, directory, and printing and writing grades. The scope includes paper that is white, off-white, cream, or colored. Papers that otherwise meet this definition, but which have undergone a supercalendering process, are said to be excluded. Click HERE for a more complete fact sheet on the Department of Commerce ruling.

“This preliminary decision allows U.S. producers to receive relief from the market-distorting effects of potential government subsidies, while taking into account the need to keep groundwood paper prices affordable for domestic consumers,” announced U.S. Secretary of Commerce Wilbur Ross. In 2016, imports of uncoated groundwood paper from Canada were valued at an estimated $1.27 billion.

As a result of the ruling, U.S. Customs and Border Protection agents will now collect cash deposits from importers of uncoated groundwood paper from Canada based on these preliminary rates.

North Pacific Paper (NORPAC), an independent paper mill based in Longview, Wash., filed a complaint last year that these grades were being unfairly subsidized by the Canadian government, reportedly alleging that the papers were being sold from between 23.5% and 55% below then-current market prices.

In response to the Department of Commerce ruling, David Chavern, president and CEO of the News Media Alliance, wrote in a blog, “NORPAC petitions do not reflect the views of the domestic paper industry and demonstrate a lack of understanding of the market. The well-documented decline in the U.S. newsprint market is not due to unfair trade, but to a decade-long shift from print to digital distribution of news and information.

“Now, we will all literally pay for one manufacturer’s manipulation of our country’s trade laws. These tariffs will saddle publishers with additional costs that will hasten the newspaper industry’s shift to digital and, consequentially, accelerate the decline in both the printed newspaper and newsprint industries. There will be no winners.”

The U.S. Department of Commerce is slated to announce its final CVD determination on May 22. If it makes an affirmative final determination and the U.S. International Trade Commission (ITC) makes an affirmative final injury determination, the Department of Commerce will issue a CVD order. If it makes a negative final determination or the ITC makes a negative final determination of injury, the investigation will be terminated and no order will be issued.

Enforcement of U.S. trade law is a prime focus of the Trump administration’s “America First” initiative. From January 20, 2017, through January 9, 2018, the Commerce Department has initiated 82 antidumping and countervailing duty investigations – a 58% increase from 52 in the previous year. It currently maintains 418 antidumping and countervailing duty orders to protect American companies and industries that are deemed to be impacted by unfair trade.

by Mark Michelson, Printing Impressions

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Readers Prefer Print

Article reprinted from Printing Impressions:

Reading Preferences and Habits of U.S. Consumers. The recent Toluna survey commissioned by Two Sides showed that 62% of U.S. consumers between the ages of 18 to 55+ preferred to read books in print versus electronic devices, including 63% of the youngest age group (18- to 24-year-olds). Both groups strongly agreed (72-73%) that reading a printed book is more enjoyable than reading a book on an electronic device.

Reading magazines showed a difference between the overall consumer response (66%) and the 18- to 24-year-olds (56%) although both still prefer print to digital. When asked if reading a printed magazine is more enjoyable than reading a magazine on an electronic device, the overall response was 73% and the younger
group response was 66%.

Clearly, many of us enjoy reading in print when it comes to books and magazines, but the survey showed that news consumption habits are changing.

A total of 74% overall and 81% of 18- to 24-year-olds say they read news on a tablet, smartphone or computer at least once per week. Overall, 63%, and less than half of the younger age group (46%) also say they read a printed newspaper at least once a week.

The younger the reader, the more likely they are reading news on e-devices, with only 35% of the 18- to 24-year-olds preferring to read newspapers in print (versus digital) while the overall response was 61% in favor of print. However, when consumers were asked if reading a printed newspaper is more enjoyable than reading a newspaper on an electronic device, the responses were higher: 56% for the younger age group and 65% overall.

When asked if reading news in a printed newspaper provides a deeper understanding of the story, the overall response (71%), was very similar to the response of the younger age group (68%).

According to recent studies in the United States and Norway, participants read faster online and thought they understood better than when reading in print but in fact, their overall comprehension was better for print. While it was no problem to get the main idea of the text when reading online, for specific questions, Students answered more accurately when they read printed texts. For example, those who read in print gave more correct answers to questions having to do with the timing of an event in the text or how long it lasted than those who had read the story on a Kindle.

Evidence of consumer enjoyment of printed media is even evident at a very young age. The New York Times tried out a print-only section for kids in May 2017 which included sports, national news, food, opinion and arts and mimicked regular sections in the paper. The Kids section was so popular that the NYT will start
producing it monthly in January 2018. Meanwhile, in the UK, a weekly full-color tabloid for seven- to 14-year-olds called First News has been enjoying year-on-year growth for the past five years.

The full global survey report and key U.S. findings can be accessed at:

For a free print copy of the report, contact Two Sides at

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Changing The Newspaper Game One Day At A Time

( H t t p : / / N e w s p a p e r d i s r u p t o r . c o m / I n d e x . p h p / A u t h o r / J o e y Y o u n g / )

What I am going to say is going to piss some journalists off. I am OK with that.

I am so sick of hearing about the death of newspapers, it is starting to drive me insane. Why do so many good journalists just accept that the industry is dying without looking at the mounting evidence that it is simply changing slightly and there are not just a few good years left, but decades, and more for a lot of us?

Look, I don’t pretend to know what a P&L looks like at a metro daily newspaper, and I really don’t care to know either, so unlike so many national journalists, I won’t pretend that my company is just like everyone else’s.

What I will say is that I know a lot of publishers. I just got done hanging out with many of them in Topeka at our annual Kansas Press Association Convention and not only are many publishers and owners excited, many of them were having record years.

The simple truth about newspapers is that we suck at telling our own stories, we act like the 20 to 30 percent margins of the ’70s is success, and we weeklies allow our readers to read garbage that lumps us in with the few corporately owned newspapers that can’t seem to figure this business model out. When the Wichita Eagle shut down their press to print in Kansas City, I got questions about it. People asked me how much longer I was going to keep doing this—like it was a regional death nail or something. It sucked. From what I understand, it was just about profit margins, overhead, and an overbuilt press in
Kansas City that existed before the economic downturn. That seems simple to me and certainly not a death nail for the Eagle, but absolutely not one for me. This happens constantly, though, and all over the country.

I think because most of the community-based newspapers in this country are in smaller towns, the owners and publishers are a little quiet about their business models. They know their neighbors and fellow business owners in town. They don’t want to brag if they had a great year. I don’t blame them, either. I certainly feel this way often as well—good or bad year alike. This is why I am so irritated. If McDonald’s was going through a change with their business model, people wouldn’t associate the local cafe with their model change. I’m not sure why when giant, hedge-fundowned newspapers make profit margin based changes it should associate with me, either, but what do I know?

Some say that the reporting on journalism is largely based around the metro papers because they do the “real journalism” in this country. A comment like this is likely to get a lot of lost respect from me. This is ignorance. Don’t get me wrong, I appreciate what these metros are doing and the national papers for covering a largely dysfunctional government, but tell me you can’t report or even mention the thousands of other papers in this country that are profitable and are doing just fine when you are writing your death nail pieces. It’s just crap.

This all came to a head when a friend, Kevin Slimp (yes, that was a name drop, and I don’t care), tagged me in a post on Facebook. I was busy, heavy into a project, and tired, but when Slimp tagged me I wanted to give it a look, as I appreciate his work. (He does more than I can tell you about. Check out his to learn more).

I saw what I assumed was another share on my page about the awesome weekly in Iowa that just won a Pulitzer Prize. I liked the post without paying a lot of attention (I normally hate this practice) and said that I thought those guys were awesome. I just assumed I had read the story 1,000,000 times already, but I should have known it was something different when Slimp shared it to my page. A national writer tried to tie the small weekly in Iowa (you guys rock, by the way) to the decline of family owned newspapers. It was so stupid I could hardly believe that was on my wall. Surely it would be from some crap website and Slimp was just screwing with me, right? Nope. Wall Street Journal…

Then I just got pissed off, which derailed my project and eventually led to this column, which I am finishing now, because I am freaking busy. Let me repeat myself. I AM BUSY. If we were such a dying industry with no value to give left, I am sure I wouldn’t be so damn busy, but I am, and usually I am spending my time on growth projects for our company. That is right: growth projects for my company. I feel the need to repeat myself over and over again, because I sometimes wonder if the world is dense or doesn’t care. Either way, I learned repetition was the best way to get something to stick, so one more time: I am busy, and busy on growth projects. Got it?

There are many like me, as Slimp points out all the time, but we can’t seem to get that message to stick. I can’t tell you why, but this is yet another blog post to get the message out there. Not all papers are the same. They aren’t all making money. They aren’t all losing money. Some are stodgy and old and in need of desperate change to make it. Some are thriving and enjoying their fruits. Funny, I think this is true in nearly every industry, but I don’t see the broad brushes painted when I read about most other industries.

This is my plea: understand there are thousands of papers making money and serving their communities, and if you are going to write a death nail piece, just mention it, as it is kind of important.

(Http:// Slimp/)

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How to set up your magazine for printing with Florida Sun Printing

When setting up your Indesign or Quark document for newsprint or glossy printing magazines with Florida Sun Printing we recommend you download the following pdf by clicking here.

This pdf will show you the size, margins, bleed and many more design “helpful hints” to print your best with us.

Find us on Facebook @floridasunprinting and we are also on Google+ and Linked In!

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Using the proper color mode for printing.

For commercial printing with Florida Sun Printing you should be using a CMYK color mode? NEVER use an RGB color mode which is better for screen viewing. Images and art saved in RGB can print dull and muddy. Be sure to either re-save your images as CMYK images in a program like Adobe Photoshop or you can export your press ready pdf from InDesign and let InDesign or Quark handle the RGB to CMYK conversion for you. See how to do this on our support page:

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Did You Know ?

DID YOU KNOW? We added a support tab to our website. Here you will find instructions on how best to export your pdf files for printing with Florida Sun Printing. Also other great tips and tricks for your InDesign and Quark publishing programs. Visit

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Leaders Are Readers

(portions reprinted from SAPA)

… Successful people are often described as “self-made” men or women. I think it is more accurate to describe them as “self-making” people because one of the things that makes them rise above their peers is their dedication to constant self-improvement. In some of my training classes, I have had people with over fifty years of experience in the industry (No pressure there!). These are people who never settle, who are never satisfied, people who always want to grow and become better at what they do. They listen attentively, and when they have an opportunity they seek out training, and most of all, they read…

Our community newspapers are the LOCAL resource for advancement. Our papers help people connect with others; stay informed of local events; learn; grow; record births, deaths, marriages, report on government and business activity or in-activity, and the resource for products and services. Leaders still read the paper. Our print papers still matter and are used by our communities… Nothing Beats Print when you really want to connect with consumers.

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Advertising Resurgence in Local Newspapers

This article was written by Jim Busch, taken from “Paper-Chain” a SAPA publication.

Many, many, many years ago when I landed my first sales job, one of the “old-timers” gave me some advice that I forgot, “This job is simple kid, the more you tell, the more you sell!” He went on to explain that to be successful, a salesperson needs to reach out to as many potential buyers as possible and tell them what your product has to offer them. This is as true today as it was forty years ago. The only problem is that today, those prospects are harder and harder to find. Many of the goods and services once offered by local merchants are now provided by large national chains. Once, a salesperson could walk into a business on Main Street, introduce themselves to a business owner and have a conversation about advertising. Today in many cases, the local store manager doesn’t have time to talk and if you do manage to get a few minutes with them, they will likely tell you that they have no control over their advertising. You will most likely hear, “That’s handled by corporate, you’ll have to talk to them.” The spread of “big box” stores, franchises and national chains has had a major impact on local community papers.

Many of the small local businesses that made up our traditional advertising base have been forced to close up or to align themselves with a national franchise. The local businesses that have managed to survive have done so by cutting costs, often including deep cuts in their advertising budgets. (A short-sighted strategy that often hastens their decline.)

Fortunately, the changes that have shaken the media world in the last few years have opened up new opportunities for local community papers to do business with major national advertisers. While national retailers have wholeheartedly embraced digital media, their media research has discovered what we’ve always known, “Nothing beats print when you want to really connect with consumers!”

After spending years building their online presence these major advertisers have found that print is, by far, the best way to get coupons and sales flyers in the hands of their customers. For decades, national advertisers relied on the metro daily papers to deliver their flyers and run their display ads. The closing of many of these papers and the industry wide decline in daily newspaper circulation has led national media buyers to seek other methods to connect with consumers. After decades of ignoring the reach and readership of free and community newspapers, national media buyers have begun to realize the value of our publications. Many papers are receiving orders from large retailers that refused to take their phone calls just a few short years ago. This is a windfall for these papers providing a consistent source of revenue with a minimum of effort required, as they usually consist of pre-printed flyers or PDF layouts. Running these programs also enhances the value of your publication…local consumers want to know what is on sale where they do most of their shopping.

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