Business information written specifically for newspaper advertising departments

We all know that data is very important to understanding your market and creating your business plan for the year. We use data to track our local demographics, spending habits and also cultural trends that permeate individual decisions. However, it’s important to understand the individual as well. Based on an article found on, many companies are creating archetypal characters based on big data that still have individual and irrational characteristics. By doing so, the author, Jonathon Salem Baskin, believes that companies can uncover more nuanced behaviors and individual mannerisms that allow companies to get a clearer picture of their customers. 

Car ownership among the millennial generation has fallen off a cliff, according to a blog called “How to Market to Me: Your guide to getting the millennial market.” This blog, by Lindsey Kirchoff, outlines reasons why younger generations are averse to owning cars. She cites a study by the New York Times that indicates that 46 percent of 18- to 24-year-old drivers would choose access to the Internet over owning a car. According to Kirchoff, this trend is indicative of a shift in millennial behavior that shows millennials would rather stay at home and access the goods and services they need online, versus venturing out. 

Most of the businesses in your town are locally owned and operated "Mom and Pop" establishments. That means that most of the advertisers — and and prospective advertisers — in your market are small businesses. 

Sale reps know that holidays and themed celebrations are the perfect marketing tools for their advertisers. In fact, there are holidays dedicated solely to shoppSale reps know that holidays and themed celebrations are the perfect marketing tools for their advertisers. In fact, there are holidays dedicated solely to shopping. For instance, Christmas shopping essentially jump-starts the day after Thanksgiving on Black Friday — and stores design massive advertising campaigns to make the most of these consumer mega holidays. Teen Vogue is taking note of the success of these other consumer holidays in order to create a new one: Back-to-School Saturday. 

As the election approaches, it’s important to think of the ways you can get your newspaper involved as community members prepare to practice their civil duty by voting and electing their representatives. However, when planning events or advertising during election season, it’s important to do so without being polarizing or partisan. Create engaging, but not divisive, events that offer locals an opportunity to become more involved in the election process. This will demonstrate your newspaper’s commitment to political awareness without picking sides, as well as an investment in your community. Below are a few examples of possible events your newspaper could organize for election season.

Memorial Day falls on May 28 this year, and it’s important you and your ad department do your part to show gratitude for the sacrifices made by veterans in your area. Get together and collaborate with local businesses and organizations to make the most of this Memorial Day weekend. It’s the perfect opportunity to host events for veterans and their families. Be sure to put a great amount of consideration and thought into your ads for this holiday, because it’s a day to remember those who have served and honor their dedication to the country. Ensure that your ads are both appropriate and respectful. Here are some suggestions to get you started.

When it comes to newspaper advertising, you may think the goal is to reach as many readers as possible, and you wouldn’t be entirely wrong, either. Of course, you want to create an effective ad campaign that persuades readers to buy that particular product or service, and frankly, the more the merrier. However, there is an argument to be had for niche marketing. An ad campaign that focuses on a select group of people with a common bond may be, in the end, more effective than ads directed toward the masses.

You will find references to pop culture phenomenon everywhere, perhaps even places it doesn’t belong. People often shrug off the misuse of pop culture references; they understand the hype and go about their days. Other times, however, a misused reference can be a major faux pas, thus damaging a brand’s image. Knowing this, how do you negotiate the increasingly saturated and ever-changing pop culture market to give branding advice to your clients? The easiest answer is to know your reference. However, with the amount of pop culture influenced stimuli, that task could be difficult to accomplish. 

Special sections are a great way to target demographic groups and provide information and advertisements specifically for niche audience. Your advertisers will probably want to take advantage of the opportunity to advertise right next to information directed to their clients, so special sections are also a really good way to satisfy your advertisers and get them involved. Since this issue focuses on the retired demographic, here are some tips for building a special section for the retired demographic.

While many small papers look to huge newspapers to find new and innovative ways of adding revenue to their advertising departments, in many cases it isn’t necessary. Yes, larger newspapers usually have larger budgets and are staffed with excellent people, this does not mean, however, that smaller papers do not have equally innovative people that can turn their ad departments around with clever ideas and a commitment to keeping up with the times. This article is the first in a series that will be doing mini profiles on smaller newspapers, whether privately owned or owned by a small corporation, that are doing new and interesting things in their ad departments to compete in an ever-changing and consistently more digital market.

One of these papers is the Bozeman Daily Chronicle.

The biggest job growth has been seen in the 55 and older demographic, which is responsible for 3.2 million new workers since 2001, according to the U.S. Bureau of Labor Statistics. We’re entering the age of the “Golden Boomers” — retired or soon-to-be retired baby boomers — but most of them don’t view retirement as their “golden years.” Many plan on pushing back retirement or expect to find new work to pad their incomes. The Wall Street Journal reports that 68 percent of current workers expect to work after they retire and AARP published that 8 out of 10 baby boomers plan to work in retirement. Since more and more seniors want to work (in some cases, employers prefer their skills over younger workers), it’s smart to target ads that recruit the retired. One reason that reps should target this audience, of course, is that they’re avid newspaper readers.

Over the last few years, we’ve seen a rise in the foodie demographic. From the growing popularity of cooking shows like Top Chef, celebrity chefs, specialty dining (gourmet restaurants, farm-to-table, food trucks, buy local, etc.), it’s hard to deny — everyone is a bit epicurious these days. And let’s face it — everyone has to eat! We’ve decided to focus on foodies this month because it’s almost November, a month focused on one big meal. So to get your mouth watering, let’s talk about food.

Last week we explored the growing Latino demographic in the U.S. Market research shows that this demographic is more apt to read newspapers and, in fact, that Spanish-language newspapers are faring better in this economy than their English-language counterparts. Because of that, it might behoove you to focus on the Hispanic population in your area and create specialty products and advertising directly targeted to Hispanics — which will help you to gain more revenue.

Download this infographic of the Hispanic target audience.

Yesterday marked the first day of Hispanic Heritage Month in the U.S., a month-long celebration of Hispanic and Latino citizens. In light of that, we’re paying special attention to this growing demographic. According to the 2010 U.S. Census, the Latino population grew to more than 50 million — more than double its size in 1990 and up 46.3 percent since 2000. Latinos also happen to be the nation’s youngest ethnic group, with a median age of 27. The population is increasingly becoming more U.S.-born, with majority being bilingual.