Page 0051

Page 50 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Any community, even a god-sized neighborhood

within a city, has its own weekly newspaper.

Again, if it's distributed where those you

want to reach live, it will provide a way to

stretch your advertising dollar and reach only

those you need to reach.

When investigating your print options, don't

think only in terms of area newspapers. Many

other publications provide an inexpensive alternative

to spending with your major daily.

Freely distributed shoppers, Pennysavers, and

local entertainment guides all accept retail advertisements that

will be seen by a large number of

people. If your store targets a particular

age group, you can save money and strengthen

your message by talking directly to them in

publications only they read. College newspapers

provide an ideal and relatively cheap forum for reaching young consumers. Some

communities have their own papers for mature

readers, or specific ethnic groups.

Magazine advertising, particularly

in slick regional or city

publications, represents an entirely

different tool from

newspaper advertising. For

one thing, space in these publications carries a

higher price, and they don't lend themselves to

the same types of ads. A newspaper ad, like the

newspaper, carries a sense of immediacy. Reading

a magazine is a more relaxing undertaking.

The newspaper will be read in a day; the magazine may

be around the house for a month, or

at least until the next issue appears. Therefore,

it's not the place for the price-based ads you'd

use in the newspaper. �

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