Medford mail tribune., April 07, 1958, Image 10

1. Newspaper advertising reaches more people than any other me
dium. 88 of the nation's families get a newspaper every day. Over
100 million people, 82 of all people 12 years of age and over,
read a newspaper on an average day. Every one of these people has
the opportunity to see every ad in the daily newspaper. Only a small
number of these people could be reached with any TV, radio or
magazine ad.
2. People like advertising in newspapers better than in any other
medium. People feel friendly toward advertising in newspapers.
Surveys show that far fewer people want advertising in other media.
An advertiser wants his customers to like him, so it stands to rea
son he will benefit if he runs his ads where they please instead of
annoy people.
3. Newspapers deliver more "ready to buy" prospects than any
other medium. Newspapers offer something for everybody infor
mation, entertainment, editorials, advertising. And the reader is
attracted to the ad that interests him. This means that readership
ratings on ads represent live prospects for the advertiser. These
people are easy to sell because they have a product interest. On
the other hand broadcast ratings indicate people with an interest
in the program, not necessarily a, buying interest in the product.
4. Newspaper advertising gets more action than any other medium.
As a news medium, the daily newspaper gives advertising an atmos
phere of action and believability. People have confidence in and
believe in newspapers. This prompts action on the part of the reader.
5. Newspaper advertising offers more local selling flexibility than
any other medium. Advertisers can use newspapers market-by-market
to protect strong markets, to bolster weak markets, to
vary advertising where potential varies, to meet competitive at
tacks, to get better timing with their sales and merchandising pro
grams than is possible in any other medium.
6. Newspapers give more flexibility in selling copy than any other
medium. An advertiser can tell his story in the size that suits his
needs. He can use a two-page spread to tell a detailed copy story, or
he can tell his story in the same or smaller space with just a few
words. He can run. a 100-line or a 1,000-line ad, depending on his
budget and strategy. A newspaper offers advertisers more physical
and creative flexibility than any other medium.
7. Newspaper advertising offers betterTetail merchandising than
any other advertising. Four million U. S. retailers invest about 2Vi
billion dollars in the daily newspaper more than they spend in all
other media combined. No other medium has as close a relation
ship with retailers as the daily newspaper.
8. Newspaper advertising is a safer and surer investment than ad
vertising in any other medium. In some media a good percentage of
the results are affected by the variables of the medium, and by the
medium's own competition. In newspapers, the advertising stands
on its own feet, unaffected by such variables. Newspaper advertising
is always ready and waiting to suit the time, place and pleasure of
the consumer. The daily newspaper is always selling.
9. Newspaper advertising produces more sales per dollar of adver
tising cost than do other media. The cost of an advertising medium
depends on a combination of two things: First, how much it costs
to reach a person with a sales story. Second, what action that sales
story causes the person to take or, how much it costs to make a sale.
The best figures available indicate that the newspaper delivers a
message to a person for a typical advertiser at a cost at least as low
as the cost of delivering the message through television or maga
zines. And the other eight points guarantee more sales action per
message delivered.
Published in the interest of more effective advertising by THE MEDFORD MAIL TRIBUNE