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Does newspaper advertising ever pay?

2nd Aug 2010
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My annual deal to provide our local newspaper with a weekly 'advertorial' is coming up for renewal, and I really wonder if it's worthwhile.

It's bad enough to have the weekly chore of thinking up something useful to write, but to have to pay for the privilege really gets to me some times. I can't recall anyone every coming to us off the back of these articles, but then that's the problem with advertising generally. How do you measure its effectiveness?

That's why we spend much more on networking events, website and telesales. You can easily measure the success of such activities, and modify your approach to try to improve results, but pure advertising can so easily just be money down the drain.

And I'm not alone in thinking this. Our local estate agents have dared to do the unthinkable – they have all agreed to cut down on their newspaper advertising, which cost them a fortune. So many people now search for houses on websites like Right Move rather than scouring the local paper that this makes good sense. It may also encourage the publishers to offer more competitive rates to advertisers.

In the meantime I'm going to haggle with the advertising people and see if I can get a better rate for our adverts, otherwise I think I'll drop them. It's nice to get our name in front of the locals on a weekly basis to remind them that we're here, but not at any price.
 

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