Newspapers are a good medium for targeting individuals at or near the purchase decision. Magazines, through their editorial features and pictures, forge relationships with their readers that often last over time. There are several types of magazines: consumer or business and vertical or horizontal. Newspaper advertising is one of the most common ways to advertise in many areas. Often cheaper than broadcast advertising, it usually provides advantages of greater market share in many locations. Also, newspaper marketing does not depend on the target audience having a television or radio on at a certain time in order to receive the message of the advertisement.
Newspaper advertising comes in two major divisions: display ad or classified ad. Newspaper ads considered display ads are those that span multiple columns horizontally and often include graphics and borders.
Classified advertising is usually the cheapest option for most people and appeals to those who are after a certain market. For example, those seeking to rent an apartment, find a job, or buy a pet typically may use classified ads to aid in their searching. Classified ads are usually found in a specific section.
Display ads are generally higher profile ads that take up, in many cases, significant portions of the page. Typically, display ads may take up an eighth, quarter, half or full page. In some cases, the ad may take up two facing pages, those these ads are rare in newspaper advertising simply because of the cost. Display ads may either be in color or black and white, with the color option costing more. Display ads can be found throughout the paper.
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