Top Four Newspaper Advertising Metrics

There is no question that advertisement brings results and as such, newspaper advertising metrics were created to guide companies what makes an advertisement effective. Simply putting one’s brand name and product on a piece of paper does not guarantee results. Thousands of companies also advertise through newspapers, and yet, not all of them get the expected results. Depending on the purpose, one can follow several guidelines or checklists to ensure that the advertising goal is achieved.It should then be a given fact that for every metric measured, there are corresponding key performance indicators involved. This is a way of seeing the results of the advertising effort of the company. It is always a necessity for companies to measure how well and how effective an advertising project is. With the science of statistics now, this will not be difficult to achieve. There are many ways to find out if the brand name is popular or not. This does not only apply to small companies.As observed, even big names in any industry do not stop advertising not only in print, but also in television, billboards, and other means of advertising, such as distribution of pamphlets. This is because advertising is a sure shot of putting one’s product on the map.As always, the first thing that a company should consider is the size of the advertisement. Newspapers offer several sizes to fit the existing advertising budget of many institutions. One company can occupy the entire page or just half of it. Some only take a fourth or an eighth of the page. It need not be mentioned that the size of the advertisement is an indicator of how it will be seen. The smaller the size, the less likely it is that people will be aware of the advertisement. It is a common behavior that people do not read everything that is in the newspaper.Another factor that should be included in newspaper advertising metrics is the location. Sometimes, advertisements placed on the front page are a lot more expensive. Some newspapers offer a classified ads section and the pricing is different. This is based on studies focused on what people often read. If the advertisement is placed in the show business section, the price is also likely to be different, especially if there is a hot gossip item going around. The hotter the news, the more expensive the ads will be.Next in line for newspaper advertising metrics is the design. Should it be colored or black and white? Many companies attest to the fact that colored advertisement on a black and white newspaper is favorable. This catches the attention of readers and there is a guarantee that the advertisement will be scanned, if not read.Lastly, what newspaper? Advertising on newspaper is a shared investment. The newspaper company earns through the advertisers and advertisers use the newspapers to have their products seen. There is no sense in putting an advertisement in a newspaper that no one reads. There is also no essence in putting a product advertisement in a newspaper that does not embody the product’s nature. These are the newspaper advertising metrics that one should always keep in mind.