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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 12-18 Newspaper
inserts are used to reach
target markets
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
© The McGraw−Hill
Companies, 2003
Weekend, distributed in hundreds of papers throughout the country. Parade has a circulation
of over 35 million; USA Weekend is carried by more than 350 newspapers
with a combined circulation of over 22 million. These publications are similar to
national magazines and carry both national and regional advertising.
Some large newspapers publish local Sunday supplements distributed by the parent
paper. These supplements contain stories of more local interest, and both local and
national advertisers buy ad space. The New York Times Sunday Magazine is the bestknown
local supplement. The Washington Post, San Francisco Examiner, and Los
Angeles Times have their own Sunday magazines.
In some areas, papers have begun carrying regional supplements as well as specialized
weekday supplements that cover specific topics such as food, sports, or entertainment.
Supplements are valuable to advertisers that want to use the newspaper yet get
four-color reproduction quality in their ads.
Types of Newspaper Advertising
The ads appearing in newspapers can also be divided into different categories. The
major types of newspaper advertising are display and classified. Other special types of
ads and preprinted inserts also appear in newspapers.
Display Advertising Display advertising is found throughout the newspaper
and generally uses illustrations, headlines, white space, and other visual devices in
addition to the copy text. Display ads account for approximately 70 percent of the
advertising revenue of the average newspaper. The two types of display advertising in
newspapers are local and national (general).
Local advertising refers to ads placed by local organizations, businesses, and individuals
who want to communicate with consumers in the market area served by the
newspaper. Supermarkets and department stores are among the leading local display
advertisers, along with numerous other retailers and service operations such as banks
and travel agents. Local advertising is sometimes referred to as retail advertising
because retailers account for 85 percent of local display ads.
National or general advertising refers to newspaper display advertising done by
marketers of branded products or services that are sold on a national or regional level.
These ads are designed to create and maintain demand for a company’s product or service
and to complement the efforts of local retailers that stock and promote the advertiser’s
products. Major retail chains, automakers, and airlines are heavy users of
newspaper advertising.
Classified Advertising Classified advertising also provides
newspapers with a substantial amount of revenue. These ads are
arranged under subheads according to the product, service, or offering
being advertised. Employment, real estate, and automotive are the
three major categories of classified advertising. While most classified
ads are just text set in small type, some newspapers also accept classified
display advertising. These ads are run in the classified section of
the paper but use illustrations, larger type sizes, white space, borders,
and even color to stand out.
Special Ads and Inserts Special advertisements in newspapers
include a variety of government and financial reports and notices
and public notices of changes in business and personal relationships.
Other types of advertising in newspapers include political or specialinterest
ads promoting a particular candidate, issue, or cause.
Preprinted inserts are another type of advertising distributed through
newspapers. These ads do not appear in the paper itself; they are
printed by the advertiser and then taken to the newspaper to be inserted
before delivery. Many retailers use inserts such as circulars, catalogs,
or brochures in specific circulation zones to reach shoppers in their
particular trade areas. Exhibit 12-18 shows how the San Diego Union-
Tribune promotes its insert distribution service to advertisers.