How this media can work for you
With newspaper advertising, you have the choice to reach a large or small geographic collection of people. With National Newspaper Advertising, the coverage can be huge, but so can the rates. What you have to do here is weigh up if the advertising costs can be justified. A classified advert in a national can cost around £30 per scc (single column centimetre) but it can be up to £80. A DPS (double page spread) in a national like the Guardian will be around £34,000. So, make sure that you set yourself a realistic budget when you look at the national's.
However, with regional newspaper advertising, you have the advantage of selecting a local audience and this can be the best option if you are advertising a business on the doorstep of the audience in question. The rates are also a lot lower than national newspapers, and an advertisement will cost from just a few pounds to a couple of thousand.
The advantages of print media enables you to send in the copy and have it displayed on the section you want within a few days. If it is a classified ad, this can be just 48 hours. The beauty of print media advertising is that you can be as creative as you wish, as long as you follow the guidelines set out by the newspaper. This will usually exclude nudity and strong sexual references in the copy and publishers will usually adhere to advertising standards legislation.
Whichever newspaper you use, always remember it is a format that has a very short shelf life indeed. Sometimes it is a very good move to combine newspaper or magazine advertising with other formats like Online advertising or even Radio Advertising. If you have a large budget, newspaper advertising can work extremely well with TV advertising campaigns.