When one runs a business, a lot of our focus will be on marketing. Three traditional methods that have been used by businesses for years includes newspapers, magazines and the yellow pages. However, many businesses are starting to turn their attention towards internet and other forms of technological marketing. Some may wonder if there are still benefits to using those forms of print marketing. You may find that there are benefits to these older forms of marketing as well as the newer ones. A combination can be used to reach even more potential clients.



When it comes to newspapers, there are several advantages to consider. With newspapers we can reach a large group of people while also targeting a specific geographical area. Newspapers allow us to have flexibility in deciding what size of ad we want to place and where we want it printed in the newspaper. This means we can make our ad as large as necessary in order to communicate what we are trying to sell.

We are not limited by our newspaper ad, readers can return to our message again and again so we can have continuous exposure. We will usually have free help from the newspaper in creating and producing our ad copy. Newspapers are adapting to the changing market conditions and often offer a quick turn-around. Therefore, running an ad today can result in customers viewing our ad within one to two days.

Magazines provide a way for businesses to have a more focused marketing option. However, it is also a more expensive alternative to the newspaper method of advertising. Businesses choose this method of marketing if they want to reach a highly targeted audience. By using magazines we can advertise to our audience through publications that focus on our specific audience or has topics of interest to our audience. Since we have a high reader involvement with the magazine, we will have more attention placed on our advertisement. Magazine ads are better for colour reproduction and full-colour adverts, this means that even small ads will stand out in a magazine.

The oldest tradition of print marketing is the yellow pages. Today there are several different forms of yellow pages that allow people to promote and advertise their business. In addition to the general yellow pages that the phone companies give out, we can also use specialized directories that are targeted towards specific markets. There are even internet directories now that we can use for advertising our company.

With yellow page advertising we can have wide availability since nearly everyone will use the yellow pages at one time or another. It is a non-intrusive way of marketing. It is an action-oriented method of marketing since our audience will actually be looking for what we provide. Yellow page ads are reasonably inexpensive and our response can be easily tracked and measured. Finally, yellow page marketing offers increased frequency.

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