What Are the Best Tips for Effective Newspaper Advertising?
Newspaper advertisements are advertising forms carried out by newspapers and publication media. The reason why it is called newspaper advertisements is that many modern Chinese newspapers and publications are fused together. Newspapers and magazines have not yet been strictly separated. Newspaper advertisements are the general terms for newspapers and early magazine advertisements.
Newspaper advertisement
Right!
Newspaper advertisements are advertising forms carried out by newspapers and publication media. The reason why it is called newspaper advertisements is that many modern Chinese newspapers and publications are fused together. Newspapers and magazines have not yet been strictly separated. Newspaper advertisements are the general terms for newspapers and early magazine advertisements.
- Chinese name
- Newspaper advertisement
- Definition
- Publication media, etc.
- Media characteristics
- Reporting Reliability Immediate Planning
- Style
- Format, column
In the early 19th century, Chinese papers appeared in European type printing. In 1834, the British missionary Morrison called for carving, and sent his assistant Mie to set up a printing office in Malacca to print books using European printing techniques. The following year, Morrison and the Chinese Liang Yafa co-hosted the "Monthly Survey of Secular Secular Statistics", which opened a new era of Chinese printing. On the inaugural issue, the editor-in-chief of the journal, Miao s Poster, was promoted as a free non-sale product. In 1853, the British missionaries published the Treasure Collection publication in Hong Kong and placed advertisements on the publication. The publication is sold in Guangzhou, Fuzhou, Xiamen, Ningbo and Shanghai.
In 1872, the British businessman Mitchell founded the "Report" in China, and in 1893 there was a "Newspaper" co-organized by foreigners Danfoss and Chinese. In these newspapers, auction notices and product introductions of many foreign foreign and commercial banks were published. In pre-liberation cities, the content of poster advertisements was very extensive, covering many fields such as entertainment, sales, buying, looking for people, and treating diseases.
In recent years, the popularity of newspapers has become higher and higher, and it has become an indispensable medium for the general public's demand for goods. Regardless of region or class, the vast variety of newspapers and their wide audience are beyond the reach of other media. In particular, newspapers have become the most appropriate medium for arousing the purchasing motivations of potential consumers and for public relations. Newspapers are updated quickly, and most of them are daily newspapers. This requires that newspaper advertisement design must be highly efficient. Computer-assisted newspaper advertisement design provides the best solution for this. It is worth noting that at present, all newspapers are developing into color editions, and the quality of paper and printing has been continuously improved. DTP technology has been widely used in newspaper editing and publishing. This requires the design and production staff of newspaper advertisements to be proficient in DTP computer graphics production technology.
Magazines are also called journals. There are many types of journals. They are divided into categories such as literature, art, education, politics, economics, science and technology, youth, children, and women. Among them, there are high-level academic journals and popular journals. Formally, there are album type, literary type, and comprehensive type. According to the release time, it can be divided into monthly, semi-monthly, bi-monthly, quarterly, and yearbooks. Judging from the attributes of advertising media, magazines have a high cultural quality, are suitable for readers to circulate, and have a longer storage period. Therefore, the content of magazine advertisements is more abundant and the effects are more durable. Compared with newspaper ads, magazine ads require more exquisite design and better production. Magazine ads are usually printed in color. Magazine advertising design also requires superb DTP computer graphics production technology.
Newspapers and magazines are collectively called newspapers and magazines, which are the main print advertising media. Newspaper advertisements are also newspaper and magazine advertisements.
(1) Reportable
The news in the newspaper is persuasive and documentary, and strongly persuasive. Generally speaking, electronic media is rich in entertainment, and newspaper media is rich in reporting. Not to mention the detailed function of advertisements for new product launches, just like advertisements to inform the general public about the necessities of life, newspapers are also the most appropriate medium. And market research, purchase motivation survey, or research-type advertising on the issue of final decision on purchase, etc., almost all use newspaper advertisements as the medium of investigation.
(2) Reliability
Newspapers have their own stand, as well as unique colors and backgrounds. The degree of trust in their society can be determined by the support of the readers. Newspaper ads are highly trusted today, which is very important for the credibility of the newspaper media itself. So on the one hand, designers should pay attention to advertising ethics, and they should be more cautious in their production attitude.
The reliability and persuasion of newspapers is a great driving force. When actually designing newspaper advertisements, special creativity and endurance are required. For example, the processing of headlines and texts is an effective weapon in the performance of newspaper advertisements. This is not only related to the "information" or "persuasion" effect. The quality of copywriting and fonts directly affects the visual transmission of advertising It also extends to issues of consumer education and education.
(3) Immediate
In the function of print media, the fundamental difference between newspapers and other media is that they are timely, especially daily newspapers, which can deliver the latest advertising information in a timely manner.
(4) Planning
When planning a newspaper ad, media value is planned. In other words, according to the number of shares issued or distribution, determine the appeal region and appeal object. In addition, the serial advertisements of some enterprise products must be gradually promoted with the passage of time as the market cycle of the product changes. At this time, the advertisement is launched in stages without losing continuity and planning. It is more suitable to use newspaper media Yes. The media combination in the overall advertising marketing plan of some enterprises is generally inseparable from newspaper advertising.
(1) Format of newspaper advertisement
Newspapers usually use two sizes of paper openings, commonly known as tabloids and tabloids. The effective printing area of the full page of the large newspaper is: 35cm × 47cm, and the effective printing area of the full page of the small newspaper is: 23.5cm × 35cm. The entire page of a newspaper is usually opened with two left and right full pages plus a narrow slit in the middle.
(2) Section of newspaper advertisement
According to the needs of newspaper layout and aesthetic layout, newspapers usually formulate several standard advertising column sizes. The advertising designer must select the advertising column reasonably according to the content of the advertisement and the expected visual communication effect, and finally determine it in consultation with the advertiser. The columns of the tabloids and tabloids differ in size.
Media characteristics
As a form of visual communication design, advertising is regarded as a means of promotion and an art of persuasion in the commercial society. It must quickly and accurately communicate the information to the target consumer in order to obtain beneficial behavior for the advertiser and its products, services or some kind of initiative. Magazine ads are no exception, and they must follow the general rules of advertising in terms of creative, design, production, and release. But whether advertising can achieve the desired effect lies primarily in the effectiveness of the medium. Choosing a medium that matches the object, purpose, and message of the advertisement is the foundation of advertising success. After all, the ultimate form of advertising is medium.
Magazines are one of the main information carriers for modern people to convey information, spread knowledge, and promote culture. Because magazines have the advantages of relatively stable readers, rich information, high print quality, and long shelf life, magazines have naturally become one of the main advertising media. In developed countries such as Europe, the United States, and Japan, magazines generally carry a large number of advertisements. A typical magazine, such as "U.S. News and World Report", usually advertises about 1/3 of the entire page, sometimes even more than 1/3. For entertainment, leisure, and lifestyle magazines, advertising accounts for a larger proportion. In 1986, there were only 5,000 magazines issued in the United States alone, and the total annual advertising revenue was as high as US $ 5.6 billion. The average annual advertising revenue per magazine is $ 1.1 million, and the media power of the magazine is evident. Advertising revenue is the main economic source of general Western magazines.
Studies have shown that magazine readers have a higher overall cultural standard than television viewers, and generally spend more time reading than newspaper readers. A typical magazine reader usually takes 3 days to read a new magazine, and actually spends 60 minutes to 90 minutes. This characteristic of magazine readers and reading styles adds another big advantage-long shelf life, and specific magazine ads can carry far more information than other media. Some purchasing behaviors are mainly rational, and products that need to provide more information, such as cars, computers, high-end household appliances, or high-end consumer products that require high-quality image display, often use magazine space in their advertising portfolio.
The slower reading rhythm, good environmental cues and high-quality print production enable designers to put some exquisite advertising ideas into reality. The western magazine industry has entered the "browsing era." According to surveys, 80% of magazine readers' information comes from titles and illustrations. Whether advertising sentences and visual images can attract the reader's attention and arouse the interest of further reading is the key to determining the efficiency of advertising communication. In the visual process of "qi", "contract", "turn", and "combination", the novel and unique "qi" is important, but the pursuit of newness and strangeness will run counter to the purpose of advertising. You know, advertising creativity is essentially a process and result of common sense reconstruction. A deep understanding of the target consumers' lifestyles, expectations, and current hotspots of interest can be used as the basis for creativity, which may increase the acceptability of the creativity and the interest in information.
As a traditional print media, despite the strong impact of television and the Internet, the influence of newspapers and magazines' advertisements is still sustainable and huge. Only some new forms and methods have emerged in the operation. Some experience and experience in advertising management and management are shared with colleagues and asked for advice. [1]
Newspaper Advertising Operation Strategy
As a print media, newspapers have the characteristics of strong explanatory power, pay attention to layout skills and effects, pay attention to white space, and try to color as much as possible. In this regard, "Beijing Youth Daily" and "Guangzhou Daily" are relatively well-formed and sufficient, and the audience is also happy accept.
With the acceleration of people's pace of life and the multiple ways and methods of obtaining advertising information, newspaper classified ads have surfaced and played an increasingly important role.
In recent years, classified advertisements in Chinese newspapers have developed significantly in terms of layout, total content, service quality, and scale. Mainly manifested in the content of classified ads from the initial loss, announcements gradually developed to involve admissions, recruitment, health, supply and demand of health products, entertainment, leisure and other aspects closely related to life services. Secondly, some newspapers have specially set up a department to manage classified advertisements, and added service outlets to accept classified advertisements. Some newspapers also cooperate with banks to develop classified advertisements. When customers handle advertisements, they transfer advertising fees to the newspapers through the bank. Welcomed by customers. In addition, the layout of the classified advertisement layout has also evolved from the fragmentary state of the original "seeing pins" to a relatively fixed layout, and the layout design has also begun to focus on science, beauty, simplicity and practicality.
How to highlight the role of newspaper classified advertising information exchange platform, integrate the interests of readers, advertisers, newspapers and other related parties to form the characteristics of newspaper brand services has become the key to the development of classified advertising.
We believe that classified ads can adopt the following specific operating strategies:
(A) adhere to the innovation of content, layout and classification
Judging from some of the newspapers surveyed, the content and layout of classified advertisements are still unsatisfactory. Only the right time, right place, right need, right amount, right price, right position information can enter the reader's brain. This is manifested in newspaper classified advertisements, which requires that they be harmoniously unified among the three major elements: content expansion, page beautification, and scientific classification.
(II) Implement differentiated classified advertising strategies
This mainly includes two aspects of content differentiation and regional differentiation.
The so-called differentiated content of classified advertisements means that newspapers should have their own content management focus when operating classified advertisements, forming strengths and characteristics in a certain field, and thus driving the development of the entire classified advertisement. For example, the classified advertisement, "Jiefang Daily", which occupies 12% of its advertising space, is unique in publishing office equipment advertisements, accounting for 21.8% of its classified advertisements. The local recruitment page for Talent News and Talent Weekly is also popular among job seekers everywhere.
Advertising sub-categories refer to the classification and effectiveness of advertisements by region, and divide them into different layouts in various regions. This is mainly because readers of classified advertisements pay attention to the impact area of information while paying attention to classified information. , That is, whether you can get the information services you need nearby. For example, the 21st Century Talent News has launched local recruitment special editions in Beijing, Shanghai, Chongqing, Guangzhou, Xi'an, Hangzhou and other places to serve local job seekers according to the characteristics and regional conditions of talent recruitment.
We have seen that with the regional penetration and expansion of newspapers, newspapers in China have also been divided into news sections. For example, the Guangzhou Daily adopted different A and B versions for the regional characteristics of the Pearl River Delta and the country. Edition, "People's Daily" also has East China Edition and South China Edition, the author believes that the news section of the edition will promote the development of classified ads faster and better.
At present, classified advertisements in China generally adopt the "comprehensive" publishing method, and all readers face the same information. For newspapers with a large regional coverage, if classifieds are used for classified advertisements, the cost of newspapers has not increased, but the capacity of advertisements has greatly increased. Since the audience of readers is more specific, the input-output ratio of advertisements will be correspondingly obtained. improve.
For example, Computer Weekly, China's # 1 computer weekly newspaper, is based on the needs of readers at different levels in different regions. Computer Weekly China Business News, launched in central cities across the country, provides a large amount of local computer hardware and software advertising information. Praised and favored by advertisers.
Journal Advertising Operation Strategy
There are more than 8000 types of periodicals in China, but the general circulation is not large. According to statistics, there are only more than 20 types of periodicals in China with a circulation of more than one million copies. China has only two periodicals per capita, which is in line with Japan and the United States. There is still a big gap with some European countries. The number of journals has grown too fast and excessively, which has seriously affected the rapid development of China's periodical market.
According to the statistics of the Chinese Journal Association:
The top 10 weekly magazines of advertising revenue in 2002 are
Title | Advertising revenue (ten thousand yuan) |
1. Chinese computer users | 55.417 million yuan |
Internet Weekly | 47.921 million yuan |
3.Beijing Youth | 44.931 million yuan |
4.Beijing TV | 3471.63 million yuan |
5.Sanlian Life Weekly | 325.135 million yuan |
6.Urban life | 306.6647 million yuan |
7. Stock Market Weekly | 304.812 million yuan |
8.Newsweek | 1945.44 million yuan |
9.Xinmin Weekly | 17.746 million yuan |
10.CITY | 15.036 million yuan |
The top 10 and a half months of advertising in 2002 are
Title | Advertising revenue (ten thousand yuan) |
1.Readers | 517.351 million yuan |
2.IT Manager World | 45.8041 million yuan |
3. Finance | 43.783 million yuan |
4.Microcomputer | 43.221 million yuan |
5.Electronic products world | 3061.86 million yuan |
6. Electronic Engineering Special | 29.915 million yuan |
7.Hope | 27.055 million yuan |
8.Microcomputer World | 26.673 million yuan |
9.New Weekly | 215.209 million yuan |
10.Chinese cosmetics | 192.431 million yuan |
The top 10 monthly magazines for advertising in 2002 are
Title | Advertising revenue (ten thousand yuan) |
1. World Fashion Garden | 16418.67 million yuan |
2.Fashion-Iren | 154.2903 million yuan |
3. Fortune (Chinese version) | 81,476,700 yuan |
4.Fashion-Mr. | 7268.85 million yuan |
5, Ruili clothing beauty | 5831.88 million yuan |
6.Chinese fashion | 507.216 million yuan |
7.Shanghai clothing | 50.660 million yuan |
8. International electronic market conditions | 46.046 million yuan |
9.``Eastern Airlines '' | 41.481 million yuan |
10.World Managers Digest | 40.503 million yuan |
(Note: The data comes from the HC Media Research Center. The "Advertising Amount" is calculated based on the quoted price of the journal.)
According to statistics, the types of journals with the largest advertisements are: industry, fashion, economics, and computer, but the fastest growing ones are sports, fashion, life services, and economics. Speeds are all over or close to 30%.
The industries in which periodical advertisements exceeded 200 million yuan in 2002 are: 12 industries: daily necessities, computers, clothing and apparel, electronics, cultural and educational media, motor vehicles, communications, building materials, medicine, machinery and equipment, real estate, and home appliances. The volume accounted for 87.99% of journal advertisements.
We believe that for journals, the basic rules of advertising operations are: more image advertising and less promotional advertising; pay attention to the readers of the magazine; try to publish advertisements on the front cover, front cover, back cover, and back cover, or use continuous pages, Folding, interstitial ads.
At present, journal advertisements appear in the following forms:
1. Interactive:
The periodical cooperates with advertisers or advertising agencies, and there are also specialized advertising agents who actively go out to reach customers, find customers, and establish sales channels with customers.
2, active:
Events are an important means for advertising sales of journals. By holding advertisers' associations, advertising tenders, etc., co-sponsored or hosted various events to promote emotional communication with advertisers and drive advertising sales. Event marketing is a powerful means of modern marketing. It covers the brand, sales, advertising and other contents of the periodical to form an effective terminal force.
3. Acting:
Contract the periodical advertising rights to a professional advertising agency, and they will run the contracting. For example, the "Newsweek" advertisement is the general agent of Sino-Singapore Hyatt.
4. Brand image:
Build a brand for your journal to attract readers and advertisers. This method is suitable for the management of brand journals, and is a more mature advertising management method, such as "Readers", "Sales and Marketing". For journals that are new or have difficulties in survival, it is still necessary to advertise first and build a brand image in advertising sales, thereby generating advertising revenue.
5. Advertising:
With advertisements to drive advertisements, journals increase their publicity efforts, clarify the positioning of the journals, the audience of readers, and the effects of communication, so that advertisers can understand the value of advertising.
6. Planning package:
Advertisement of journals is planned and creatively designed, and then put in the media to attract advertisers. Planning the advertising selling points of the journal, designing different timeliness and dissemination effects of different layouts, and making exquisite advertising sales books, so that customers can see at a glance, and finally reach a transaction with the advertiser.
We propose the following advertising strategies for miscellaneous journals for your reference:
(A) image packaging
Journals should also pay attention to their own promotional packages, including journal advertising brochures, posters, POPs, media plans, news reports, event introductions, etc. The purpose is to let readers, advertisers, and advertising agencies understand, find a major advertising sales strategy, Advertising effectiveness.
(B) planning a variety of product forms
At present, the degree of product homogeneity is very high: the front cover, back cover, front cover, front cover, inserts, spreads, link pages, columns, special support columns, etc. One journal is not different from another journal. Large, but different in format, different paper, different prices, and urgently need reform in product form. Such as launching some special edition advertising products, CD advertising products, catalog advertising products, according to the characteristics of different advertiser products, provide different layouts, different locations, different forms.
Let the layout speak, so that every blank is realized. For example, when council marketing is carried out, a certain section of the journal is used to make an image for the company, which is advertising income, so that corporate image advertising is closely linked with the journal. Such as the cover characters of some journals, special reports, and so on.
Similarly, there are also organic designated readings, and certain groups donate readings, etc., which can be based on the positioning of their own journals, and the camera may change.
You can also use activities to support and tap the invisible advertiser resources. For example, marketing magazines can hold marketing lectures, fashion magazines can hold fashion events, and entertainment magazines can hold star meetings.
"Sales and Markets" is a technical journal focusing on marketing. It has a strong influence in the national marketing industry with practical and operational content. Similarly, its advertisements are also very distinctive. In addition to corporate image advertisements in this journal, most of them are corporate investment advertisements or advertising company investment advertisements.
(3) Vigorously expand the circulation and increase the confidence of advertisers
Without a strong promotional image of the terminal, the opportunity for the journal to obtain advertising will be greatly reduced; maximizing the terminal is maximizing advertising. Let the people in need feel the existence of the journal at any time, and make him think that the investment is valuable. In this way, the probability of advertising sales will increase, so the retail battle of journals is inevitable. Periodicals such as Reader, Zhiyin, and Hope attach great importance to the retail market of newsstands, newsstands, subways, supermarkets, and theaters.
(4) Let professional advertising companies have full authority to operate contracted periodical advertisements
Well-known and mature journals can also contract advertising to professional advertising companies with full authority and agency to ensure a stable and sustainable advertising income for the journals and concentrate on running journals. These journals have a lot of advertising resources, and sometimes they ca nt be done by one advertising company. Multiple companies are required to carry out classified operations, so that each part of the journal s resources is fully tapped. We believe that the era of classified advertising in journals is getting closer. "Beijing Youth" magazine, now two-thirds of it is a classified advertisement special edition, which is jointly operated by multiple advertising companies.
(5) Focus on terminal promotion and provide comprehensive services
"China Civil Aviation" is an industry journal sponsored by the General Administration of Civil Aviation of China. For many years, the editorial department has run advertising on its own. Since cooperating with Sunrise Haitian Advertising Co., the advertising amount has increased tenfold, and it is the fastest-growing periodical in the same industry magazines.
Their specific approach is: positioning, publicity, promotion, and service.
In terms of positioning, we have fully tapped the advertising of aviation-related products. In addition to aircraft and various accessories, we also include related products for ground handling services, such as food, clothing, machinery, etc., thereby expanding the advertiser base.
In terms of publicity, participate in various aviation exhibitions in the world every year, and distribute periodicals to promote their visibility and influence among international customers. In order to participate in the exhibition, they have printed English editions to facilitate customer communication.
In terms of promotion, in cooperation with the international 4A advertising company, the journal has become an important media in their media plan to provide customers, and now 80% of them are international customers.
In terms of service, they have more than ten advertiser service personnel, who are in charge of different links, carefully design the client's advertising layout, communicate some technical details with the client, and provide the client with a practical and effective advertising solution. They emphasized that advertising should sell services rather than pages.
(6) Create selling points to drive advertising
"City Illustrated" was a provincial magazine before the revision. Few people knew it, let alone business. After the revision, the magazine was repositioned to give condom products on the cover of the magazine as a selling point, which caused a sensation. Both magazines and advertisements were sold, and its influence was expanded. Related media also reported and produced a cascading effect. Jumped into a nationwide fashion petty journal.
(7) Run a magazine supermarket to provide customers with more choices
Tianyihua Advertising Co., Ltd. operates advertisements for more than ten periodicals in the country such as Sanlian Life Weekly and Chinese Cosmetics. Some periodicals such as Media are also sponsored by them. They formed a supermarket for periodical advertisements, integrated resources, stabilized prices, and facilitated customers' comprehensive market launch requirements. They package the ads as a whole and sell them quickly and easily.
For journals, focusing on editing content and working closely with professional advertising companies, such professional companies can develop into a group media seller. They developed, and so did the journals.
