Local Advertising: Newspaper ads (inserts)

Who looks at newspaper ad inserts? There are 4 categories of people.

  1. Only look at the ads of businesses where they already shop.
  2. Finger through every ad.
  3. Read the newspaper, but don’t look at any of the ads.
  4. Don’t ever read the newspaper.

The thing about buying advertising inserts is that most of the people who look at them…only look at the businesses they’re familiar with. The rest get tossed into the recycling bin. So, if all you want to do is entice people to come back and shop with you more often, let’s talk to them on the radio. And by using “not-your-average” radio ads…you don’t have to give people a discount in order for them to want to buy from you, for a bigger profit on every sale.

What about Black Friday though? I guess if I was a heavily trafficked retail store, I would maybe put an insert in that day’s newspaper. But I would definitely have been advertising to them on the radio for the 11 months prior. Which would give me a heck of a lot more response to the newspaper ad than the businesses that don’t do any radio advertising prior to the biggest shopping day of the year.

Why not be in the “black” before Black Friday? I’m just saying that the reason a lot of big retail stores struggle is because they’ve become dependent on discounting and having their “biggest sales of the season” 5 times each season. Pretty soon, you’ve trained your customer to wait for your next sale, and never pay full price.

Have a great day!

Duane Christensen

Results Radio Townsquare Media – Sioux Falls


My work website: http://duanechristensen.townsquareinteractive.com/ (And if you’d like a business website like this, or nothing like this, give me a shout. I’ll point you in the right direction)

And if you have questions about the cost of radio advertising, which radio stations would be a good fit, or how to get started attracting more customers, don’t be afraid to ask. I like to help good businesses take a bigger slice of the market.