Newspaper Advertising
Your best advertising buy
In most markets, newspaper advertising is the best buy for several reasons: it is the most cost effective; newspapers offer excellent creative flexibility; they enable you to buy as little or as much space as you really need; they offer the possibility of some extended life for your printed message, an element not found in broadcast advertising which comes and goes in a few months.
There are some disadvantages to newspaper advertising, too: generally newspapers reach fewer people than does television, as indicated by media estimates which tell us that as much as 70% of the American public gets its news from television; newspaper readership is low among people with lower incomes, among those with minimal educations, among youth and younger single adults. Highest newspaper readership falls among married, middle-and upper-income adults and older persons.
Choosing a Newspaper
Newspapers come in all sizes to meet all sorts of needs in a variety of settings. In a large metropolitan setting, one or two daily papers may be evident.
More affordable are the special community editions, targeted at specific outlying areas and publishing more local news of that suburb or county than would be found in the main edition. In a large metro area, a dozen or more special community editions may be offered. They offer the local church the advantage of buying only one geographic area rather than the far more expensive greater metropolitan circumference.
Another option is smaller, independent neighborhood papers which are common in large and midsized markets. All newspaper rates are determined by their circulation. Since these neighborhood papers have far smaller circulations, their rates will be more affordable. Your ad will be addressed to a far smaller audience - but it will be the audience in your own community.
About Newspaper Rates
Newspaper rates are calculated according to the number of column inches your ad requires. When they quote you a rate per inch, they mean a space one column wide (a column is usually around 1 3/4" wide) and one inch high. An ad measuring four columns by nine inches would require 36 column inches of space.
Request a rate card from your newspaper. Their basic retail rate will be quoted in dollars per column inch.
To determine what kind of value you are getting for your advertising dollar, ask about the circulation on the newspaper. It is each to figure a "cost-per-thousand" amount which can be compared with similar "cost-per-thousand" figures based on the estimated coverage of other media in your area. In most settings, newspapers will offer the best cost-per-thousand value.
Don't expect space to be furnished free of charge. To the local newspaper, you are probably just another retailer.
Getting the Best Placement
"Placement" refers to the section of the newspaper where your ad will run. Ideally, try to have your ads placed in the general news sections of the paper. There they have the best chance of attracting the attention of a wide audience of people.
Card ads provide information about your services, and there is nothing wrong with that. However, for an ad to be useful as evangelism, the focus needs to be on motivation. Some of our churches are fairly good at telling the public what services they offer. Few are good at telling the public why it needs to be a part of what they have to offer.
Take note: you've probably heard the saying "preaching to the choir." Advertising on the church page speaks to people who already have an interest in church life, and are probably a part of a church somewhere. Typically, church page ads do not speak to the unchurched effectively. It is not, therefore, your best form of evangelism or your best use of your advertising dollars.
Creating Your Ad
Write copy using the "Five Steps of Persuasion." They are:
1) Make a statement or pose a question which will attract the reader's attention
2) Follow up by developing that opening/headline statement
3) Create the feeling that a problem exists (sometimes this is a part of that opening question or statement)
4) Offer, as persuasively as possible, your suggested solution to the problem. (this is usually the body copy)
5) Close with a strong logical or emotional appeal, usually one which calls for action of some type.
Good quality photography usually tells your best story. Graphic artists seem to feel that photographs draw more attention and are remembered far longer.
Move beyond the obvious: listing your services, Bible studies, fellowship suppers, etc. That information is important, but it should be furnished in detail after you have drawn the reader to your church. Focus on what will motivate them to be a part of your church.
Back to the Basics
These tips will make all the difference in your newspaper ads:
1) Think of a strong headline. Those few key words must get the reader's attention.
2) Don't be cute. Be wary of humor, because it's tricky to use. Try to let your ad sound like it's written by someone you would love to know.
3) Make your ads large enough to be noticed. If limited funds make you choose between frequency and size, go with size. To be read, your ad must be seen.
4) Repeat the winners. Repeat them again and again. Every successful advertiser does this. It's part of building your identity.
5) Don't be afraid to try. If you've never tried newspaper advertising before, it will be fun. Try it.
6) Don't quit too soon. It takes time to build an awareness of your ministry in the public's mind.