Newspaper advertising in Lagos is
a valuable marketing tool that helps businesses reach their target audience. Even in this modern age of
multiple advertising channels where people
get their news from different sources making it seem as though newspaper advertising
isn't as effective as it once was. This doesn't mean newspaper ads won’t be
effective but it means newspaper advertising needs to be planned and done more
strategically.
Newspaper advertising is one of
the oldest methods of advertising available to companies of all sizes and
budgets, whether small scale, medium scale or large scale businesses, and it
can still be extremely effective when utilized and applied properly
Some
types of ads will be more effective than others. It will depend on your target
audience, the type of products you offer and where the ad is seen.
The various types of newspaper adverts
are Display ads, Classified ads, Spotlight ads, Business Card ads and Circular ads.
Here
are some of the major advantages of Newspaper Advertising:
·
Target
Market Reach: Newspaper offers
one of the widest reach of any mass medium, an average issue of a daily or
weekly newspaper reaches and is seen by more adults in Lagos. It can also reach people who otherwise have
little access to other media e.g. TV, radio or cell phones.
·
Immediacy: Newspapers have immediacy
and urgency in the sense that an advertiser can place an ad on Monday and be
getting results before the week is over. Short deadlines permit quick responses
to changing market conditions.
·
Impact and effectiveness: Newspaper advertising has over time proven
its effectiveness; it’s no doubt most readers look for and forward to adverts
in newspapers. In fact, some
consumers buy newspapers just to read
the ads from the restaurants, movies and discount stores and to search for job
vacancies, especially the Tuesday and Thursday edition of the guardian
newspaper.
·
Convenient Placement: Newspaper companies offer their
readers a variety of platforms to choose from in which to receive their news
and advertising content. Readers highly value the ability to consume
newspapers in the format that is most convenient and useful depending on the
time and place. As an advertiser you can reach
certain segments of your market by placing your ads in different sections of
the paper such as sports, comics, crosswords, news, classifieds, etc. Production
changes can be made quickly, if necessary, a new insert can be added on short
notice.
·
Local
Coverage: Another strong advantage of newspaper advertising is that it
offers a variety of ways to capture the attention of a particular target
audience. It could be newspaper readers of demographic group that advertisers
are looking to reach.
·
Repetition:
Repetition is an advantage of newspaper that has also proven a vital element of
effective advertising. An ad can be viewed as many times as possible. Newspaper
is good for repeat exposure. The printed advertising
message has both permanence and desired obsolescence. A reader can refer back
to, or even clip and save, a particular ad, yet tomorrow’s edition is new and
fresh and as eagerly sought by the same reader.
People have time to study the ad for all of its details and can even go back
and look at it several times if necessary.
·
Communication: Newspaper ads have the ability to communicate
lengthy, complex and detailed information and descriptions.
·
Flexibility and timeliness: Newspapers offer flexibility in content,
design, placement and frequency. Plus, newspapers are a “rapid response” medium
– you can refine your message or change your whole campaign in just two days.
Newspapers allow advertisers the flexibility to choose the size and content of
their messages and the ability to change the nature of ads from day to day.
· Consistent Placement Strategies: Newspaper advertising effectiveness depends on
an individual ad’s appearance, as well as how often the reader views that ad.
Advertisers increase visibility by running ads at least once per week in the
same section for at least two months. This strategy keeps the advertiser in
front of his market and builds credibility with the reading public. The ad
should ideally run in the same position.
·
Budget/Cost:
It offers a great variety of ad sizes. If you don’t have a
large budget or run a small scale business, you can still place a series of
small ads. Also many options are available.
Full page, half page, quarter page, with graphics; black and white; or full
color etc.
Here are some of the newspapers in Lagos,
Nigeria that advertisers can run ads on: The Guardian Newspaper, The Vanguard
Newspaper, Punch Newspaper, The Sun Newspaper, BusinessDay Newspaper, Daily Trust
Newspaper, and This Day Newspaper.
If you are thinking
of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you identify
your market and reach them. We apply both BTL and ATL strategies to project our
clients’ brands to the right audience. We can do same for you at very
affordable price.
Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd
