{"id":2220,"date":"2012-11-23T09:49:47","date_gmt":"2012-11-23T16:49:47","guid":{"rendered":"http:\/\/www.periniassociates.com\/?p=2220"},"modified":"2012-11-23T09:49:47","modified_gmt":"2012-11-23T16:49:47","slug":"advantages-advertising-free-community-papers","status":"publish","type":"post","link":"https:\/\/periniassociates.com\/index.php\/2012\/11\/23\/advantages-advertising-free-community-papers\/","title":{"rendered":"Are There Advantages of Advertising in Community Papers?"},"content":{"rendered":"

by Michael B. Perini, ABC<\/a>
\nperini & associates<\/p>\n

Community newspapers are publications that typically provide local news and information on a weekly basis. \u00a0Many are free while other publications have a small subscription rate or a single copy price.\u00a0They may arrive at your home via postal mail, newspaper carrier or be available on racks at businesses.<\/p>\n

In my experience, community papers offer\u00a0a variety of benefits for advertisers, especially for small businesses\u00a0that have or wish to establish a strong presence in the local\u00a0community. \u00a0Here are 5 great reasons:<\/p>\n

1. \u00a0Reach:<\/strong> \u00a0Community newspapers allow you to reach a vast number of potential customers. \u00a0According to the Association of Free Community Newspapers (AFCN), the total circulation of community newspapers in the U.S. has reached more than 100 million as of 2010. \u00a0This means that roughly one in three Americans receives a community paper, more than twice the amount of all paid newspapers combined.<\/p>\n

2. \u00a0Growth:<\/strong>\u00a0 Daily newspapers have seen their circulation drop drastically over the past several years, as younger people have turned to the internet and television for news and information. In contrast, the \u00a0community newspaper industry with publication dates from weekly, monthly to quarterly continues to grow. \u00a0 Did I say, FREE? The AFCN reports that free community newspapers are a $4 billion business\u00a0as of 2010.<\/p>\n

3. \u00a0Target Marketing:\u00a0<\/strong>The different types of community papers allow you to target specific market segments. For example, an alternative newspaper may specialize in news stories about the environment, so if you are selling a “green” product, you’ll be able to reach readers who may have a strong interest. If you operate a bar or eatery, an entertainment weekly paper could make for a good advertising choice.<\/p>\n

4. \u00a0Lower Cost:\u00a0<\/strong>Community newspapers typically have lower advertising costs than daily newspapers. This is especially important if you are just \u00a0starting\u00a0out with your business and are operating on a shoestring budget. You can also use community newspaper advertising to test market a new business before jumping in with both feet.<\/p>\n

5. \u00a0Business Image:<\/strong> \u00a0Since community newspapers deal with local issues, they tend to be read by people who have strong interest in or strong ties to the community. By advertising in community papers, you can project yourself and your business as being part of the local scene. Consequently, readers may choose your product over a competing regional or national brand as a show of support for local businesses.<\/p>\n

We advertise in our community newspapers in Woodland Park, Colorado and recommend you also add this marketing initiative to your promotional activities.<\/p>\n

Finally, when you integrate community newspapers into your marketing mix with your other strategies (broadcast, internet, banners, social media, etc.) you have an ideal mix to create awareness for potential customers and drive your business to new heights.<\/p>\n

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References<\/h3>\n