Newspaper’s share of the advertising cake is gradually eroding. In 1981, expenditure in newspaper accounted for 61 per cent of total advertising expenditure. By 1986, it was down to 49 per cent and for 1987, we are projecting that it will reduce further to 46 per cent of total expenditure. Advertising activity on television on the other hand is fast growing and expenditure in this medium look poised to overtake newspapers by 1989.
What advertisers want in advertising medium
The marketing of the print medium-newspapers and magazines- is directed at selling two different groups of customers. Circulation sales are directed at readers who buy the newspapers for their news content, articles as well as advertisements. Advertising sales, on the other hand, are directed at advertisers and their advertising agencies who buy space in the newspapers to communicate their advertising messages to the readers who buy the newspapers.
The decision to advertise in newspapers, and in particular newspaper, is all part of advertisers marketing, advertising and media strategy.
The selection of a medium in the media mix depends on a combination of the following variables :
- Can the medium communicate the advertising message effectively?
- Is the editorial environment or programme content appropriate for the advertisement?
- Is the medium read, viewed or listened to by the advertiser’s target group ( these can be existing or potential or potential users of the advertiser’s product ) ?
- What is the size of the advertising budget?
- Would the advertiser want to meet a competitor head-on in same medium or compete instead for a share of the target consumer’s mind in another vehicle?
Why Advertisers use the newspapers
For advertisers, newspapers offer an immediacy and news excitement which makes them especially appropriate for launching new products. Newspapers, being a daily habit among readers, also assure advertisers of a strong continuity for their advertising messages.
Limitations
Perhaps the biggest limitation of newspapers, from an advertiser’s perspective, is their short life spans. Newspapers are generally read for their news content. Readers seldom read yesterday’s newspaper. Correspondingly, the life span of a newspaper ad does not go beyond the day of its insertion (unlike magazines).
Newspaper have other limitations as well, including :
Hasty reading
Readers spend an average of 20-30 minutes per paper, for example, at the breakfast table before going to work in the morning. Readers read at their own pace, and depending on page traffic, size of the ad, clutter, interest, colour, etc the ad may not be read ( or even noted) by readers.
Poor reproduction quality
Ad reproduction is generally not as good as in magazines. This is important for certain products, like cosmetics, food, etc.
High cost
Running an effective campaign using the main national newspapers, dominant page size and colour can be expensive.
Major newspaper advertisers
Major newspaper advertisers vary depending upon a country’s economic activity, and sometimes advertising restrictions. Thus cigarette companies are the largest advertisers in
Entertainment and fashion industries, hotels, restaurants, banks and financial institutions are usually major advertisers in most Asian countries.
The future of newspapers as an advertising medium
The media environment is changing one. Today people have the option of reading the newspapers for news, or listening to TV or radio news or a combination of the two or all three options. Habits change with the advent of new electronic media options, for example, the Beritex which also provides the news to TV viewers in teletext format.
As media habits change, the profile of readers and viewers in the medium also changes. Advertisers have to follow these trends. Within this context, with increasing penetration of TV sets and viewership, more and more advertising dollars have been re-channelled, some from newspapers to0 television. And correspondingly, as some TV viewers now watch more video, advertisers are beginning to advertise in this medium as well. But audience levels aside, there are certain characteristics of a newspapers which television cannot displace and vice versa. So long as people read newspapers, advertisers will continue to use the medium.
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