These are the only mediums through which an advertiser may effectively reach intelligent purchasing classes. Newspapers are more effective when advertisers are wanting to market their products/services. Magazines are more suitable for a successful publicity campaign. Magazines and newspapers have their distinct values as advertising mediums and each is essential for profitable utilization of commodities that are offered for sale as each calls for a different line of copy and a different campaign. There are several tips for the advertiser to keep in mind when advertising in a newspaper:
• Newspapers are read by busy people
• The life of a the daily newspaper is only 24 hours at most
• It’s circulation is usually local
If you want to catch the eye and thought of the newspaper reader, you must catch it quickly. The mentality of a person reading a newspaper is different to the mentality of a person reading a magazine. If you want to make an impression on him from the advertising, you must do so quickly and easily. As newspapers have a short life, seldom extending over 24 hrs, it is a waste of money to attempt to cover every phase of your proposition in one issue of the newspaper.
Newspaper advertising should try to look at how to extend a campaign over a series of issues in order to educate the consumer. This can be achieved by adding a new argument each day and multiplying impressions until the reader has become convinced. It is also important to remember that its circulation is only local and only covers the city in which it is published as well as surrounding territory. The newspaper owner needs to enhance his profits by selling advertising space to those who are engaged in the business of selling products/services.
Those who read both newspapers and magazines usually reserve their hours of reflection for a magazine. People who mostly read magazines represent a distinct class of readers and must be reached in a different way. Specialization is what makes the advertising pages of the modern magazines more interesting than all other pages. The advertising calls for the best literature and art. Condensation requires much time and study. The person who writes copy for a page of magazine advertising must say a great deal in a few sentences and must say it in a way to reach the average intelligence.
The life of the average magazine is from 30-90 days. During that time its advertising pages are repeatedly scanned by members of the family, visitors, neighbours or members of the club. In some homes, the magazines are not put away until the end of the year while others are carefully laid away each month as soon as the new issue arrives. A magazine advertisement must appeal to the introspective mind.