In the digital-first world we live in, it’s easy to overlook traditional marketing channels. But for small businesses, especially those serving a specific community, a well-placed newspaper ad can still be a powerful tool. Here at Noacol Creative, we've helped countless home service companies, contractors, and solopreneurs around the country find the right blend of online and offline marketing to grow their business.

While our specialty is helping you get your business online, we know that a strong local presence is built on more than just a website. Let's talk about how to make newspaper advertising work for you.

Is Newspaper Advertising Right for Your Business?

Newspaper ads offer the best value for companies that serve a local or regional audience. This is particularly true for our clients in Northern Michigan. If you're a roofer in Petoskey, a plumber in Charlevoix, or a freelance designer in Marquette, you want to reach the people who live and work in your service area.

Newspapers, especially smaller, community-focused papers, have a dedicated readership that is invested in local news and events. These readers are your potential customers. They’re looking for local businesses they can trust, and seeing your ad in a familiar, credible publication can build that trust instantly.

What to Put in Your Newspaper Ad

The key to a successful newspaper ad isn't just about showing up; it's about making an impact. Here’s what you should include:

• A Clear, Compelling Headline: Your headline is the most important part of your ad. It needs to grab attention and tell the reader exactly what you offer. Think benefit-oriented headlines like “Tired of Drafty Windows? We'll Seal Your Home for Winter!” or “Your Go-To Handyman for All Home Projects.”
• A Strong Call to Action (CTA): Tell people exactly what to do next. Is it "Call for a Free Quote"? Or "Visit our Website for a Special Offer"? Make it simple and direct.
• Promotions and Coupons: This is where print excels. People love a good deal. A coupon for 10% off your first service or a special promotion for new customers gives people a tangible reason to choose you over a competitor. This also helps you track the effectiveness of your ad—simply ask customers to mention the coupon when they call.
• Your Contact Information: This seems obvious, but you'd be surprised. Include your business name, phone number, and website address prominently. A QR code that links directly to your website is also an excellent way to bridge the gap between print and digital.
• A High-Quality Image or Logo: A well-designed ad with a professional logo or a photo of you or your team builds credibility and recognition.

How to Pick the Right Paper for Your Ad

Choosing the right publication is crucial for maximizing your return on investment.

• Target Your Geographic Area: If you’re a contractor in the Alpena area, advertising in a downstate Detroit paper is a waste of money. Look for local or regional papers that have a high circulation in the specific towns and counties you serve. Many papers offer "zoned" editions that allow you to target even more precisely.
• Know Your Audience: A local weekly community paper often has a broader readership than a daily newspaper. Consider where your ideal customer gets their news. Are they reading the local paper for community events and classifieds? Or are they primarily focused on business and finance sections?
• Ask for Audited Circulation Numbers: Don’t just take their word for it. Reputable newspapers can provide audited circulation numbers, which tell you exactly how many papers are printed and distributed. This gives you a better idea of your ad's potential reach.

Advertising Costs: What to Expect

The cost of a newspaper ad can vary dramatically based on the publication's size and reach.

• Small, Local Papers: Advertising in a small, local weekly paper can be surprisingly affordable. A small display ad might cost you a few hundred dollars. This is often the most cost-effective option for a small business looking to establish a local presence.
• Large, Regional Papers: A larger daily paper with a wider circulation, like the Traverse City Record-Eagle or the Grand Rapids Press, will have higher rates. A small ad in a paper of this size could cost several hundred dollars, while a large, full-page color ad could run into the thousands.

It's important to remember that you're paying for reach. A higher cost often means your ad will be seen by a larger audience. The key is to weigh that cost against the potential value of reaching more people in your target market.

Tips for Negotiating the Best Rates

Newspaper advertising rates are often negotiable. Here's how to get the best deal:

• Don’t Accept the Rate Card as the Final Price: The rate card is a starting point, not a hard-and-fast rule. There’s almost always room to negotiate.
• Commit to a Campaign: Newspapers love recurring business. You can often get a significant discount by committing to run an ad on a regular schedule, such as once a week for a month, rather than just a single run.
• Ask About Remnant or Unsold Space: Newspapers have unsold ad space that they'd rather fill for a lower price than leave empty. If you're flexible with your ad dates and placement, you can sometimes get a great deal on this "remnant" space.
• Bundle with Digital Advertising: Many newspapers offer integrated packages that combine print ads with online banner ads on their website. This can be a great way to expand your reach and get a better price.
• Be Polite and Build a Relationship: Advertising reps want to work with you. A positive, professional relationship can lead to better rates, last-minute deals, and opportunities for special sections or promotions.

Newspaper advertising, when done thoughtfully and strategically, can still be a cornerstone of a small business's marketing plan. It’s about more than just an ad; it’s about becoming a trusted, recognizable name in your community. And that’s a reputation worth investing in.