Getting a Bigger Bang from Your Ad Budget
Getting a Bigger Bang from Your Ad Budget
Choose a paper that has “curb appeal.”
Put several papers side by side. Which one would you choose to read first? Are the stories on subjects of interest and well-written? Are they illustrated with high quality photos (a picture is worth 1,000 words)? Find a test audience and check their responses. Then put your ad in a paper people really read.
Find out the exact distribution area and quantity distributed.
With a circulation of 30-35,000, the Front Porch is one of the largest community papers in metro Denver. Our detailed distribution map accounts for all 35,000 copies printed. Quantities listed on the map are based on the post office’s current route statistics.
Does the paper have consistently good reproduction?
Look at several issues of the paper. If the photos are consistently good, you can expect the reproduction of your ad to be consistently good. The Front Porch staff goes to the printing plant and works with the pressmen (even if it’s 3 am) to ensure that every photo and ad in every issue looks good in print.
Is the paper delivered in a timely manner?
Check the “real life” timing and method of distribution for the paper you advertise in to be sure you get a full month of shelf life in a monthly paper. The Front Porch is consistently distributed during the first week of each month. Our advertising staff is in regular communication with our distributors to check which neighborhoods are completed each day and we physically go out to spot check distribution.
Is your ad effective?
A newspaper is, by nature, full of information competing for the readers’ attention. An ad with a simple bold message generally draws readers’ attention better than ads with lots of small text. The Front Porch staff is happy to work with you to develop a message that will catch readers’ attention.
What is the cost versus the benefit?
Use simple math to calculate the ad cost per copy distributed and consider the questions listed above to determine the value of your ad. If people aren’t reading the paper, or if people aren’t getting the paper, the ad won’t have impact, regardless of price.
How often should I advertise?
Consider how well you remember something you’ve seen once, twice, or three times. How does that compare to something that recurs frequently in your life? A regular ad in a paper that people read regularly allows you to keep your business in readers’ minds—and readers will know where they can find you when they need your product or service.
For information on advertising in the Front Porch call Karissa at 303-333-0257 or 303-526-1969, or email advertising @ fineprintco.com.