A reader can easily focus on a full-page ad since no other ads compete for his attention.
In contrast, a page’s multiple ads create visual clutter and competing messages.
For years, newspaper ads have enabled businesses to reach large potential markets for a fixed cost and to target specific consumer groups by placing ads in dedicated sections.
For example, a sporting goods store’s ad would logically appear in the newspaper’s sports section.
From a distance, newspaper circulation looks impressive: 31 million on weekdays and 24 million on Sundays in 2017.
But these numbers were down double digits from the year before as newspapers continued to compete with myriad online mediums.Research has shown that young adults ages 18 to 35 are interested in news, but they are bombarded by it from their favorite social media platforms.Moreover, these platforms are adept at targeting readers based on their demographic and psychographic qualities – something newspapers are unable to accomplish with the same precision.It is this engagement with the agency frontline and their engagement with our CPD programme that enables us to advance the profession of advertising.There are regulations that restrict what advertisers can and cannot do.Some advertisers may lack funds to advertise frequently, which makes it even less likely the business will reach its potential customers.Newspaper pages often mix ads with editorial content, although some pages are devoted solely to advertising.These positive newspaper attributes are countered by downsides each business and consumer should objectively evaluate.Newspapers face unrelenting competition from other consumer information sources.Cable television provides 24-hour-a-day news along with in-depth coverage of major events and news stories.Broadcast and cable channel internet sites often cover additional story angles and frequently update content in close to real time.