While newspaper display advertising (or ROP ads for Run Of Paper) has seen a decline in recent years, the bright spot for many local dailies and weeklies has been Free Standing Inserts — otherwise known as ‘pre-printed inserts’.
If you’ve looked at the Sunday paper recently, you may notice there is more stuffed IN the paper than there is newspaper itself. For many newspapers these ‘pre-prints’ have helped reverse declines in ad revenue, while providing an great vehicle for local and national advertisers to broaden their reach.
Here are some reasons why newspaper inserts should be considered when developing your advertising media plan:
1) More space to communicate your sales message.
While you may have prime positioning in the main news, the space is limited. You may only have a 2 column by 5 inch ad — while with a free standing insert, you could have an 8.5 x 11 inch full-color sheet that’s 2-sided. This provides much more room for sales copy, photos, or coupons.
2) Inserts are more affordable
With digital and online printers, it’s never been cheaper to print 4 colors inserts. Many publications offer economical printing services discounted as an incentive for you to run in the paper. There are also many online printers that can print your job quickly and economically. Two of our personal favorites are PS Print and 48 Hour Print. In each case you can enter your quantities and get an instant print estimate.
Also, in comparison to direct mail, the cost of distributing an insert is usually much less than direct mail that requires a large investment in not only the printing, but the postage.
3) Target by zip code
Most large local papers will allow you to target by zip codes and better target your audience. If you are selling swimming pools you may want to target higher income suburban neighborhoods versus urban areas. If you have a store in the west side of town, you may not want to pay for readers on the east side.
4) Inserts can double as a sales sheet
FSI’s can double as a sales sheet. If you are running a promotion or sale, you can print extras and display in your store, or hand out on sales calls or events. Inserts tend to be more versatile than direct mail pieces that looks like it’s being repurposed.
5) Newspaper inserts get RESULTS!
A large percentage of readers buy the Sunday paper for the coupons and offers included in the paper. After all, much of the news you can get online, but where can you get 3 pounds of coupons and offers delivered to your door once a week? Legions of faithful readers enjoy the weekly ritual of combing through the inserts for great offers.
If you are running a promotion, distributing coupons, or have detailed information that would be best communicated in a larger format — FSIs may be the a great solution, and provide you with another great way to broaden your reach and improve the return on your print advertising media dollars.