The advantages of newspaper advertising, specifically remnant advertising are: low cost of entry, highly-targeted market of well-educated Adults 50+, large overall audience size, flexibility of scheduling and messaging, overall low media cost, scalability, consistent patterns of response, longer shelf life of message and non-intrusive element of the message.
In brief, the average age of newspapers readers are 51 years of age (and aging quickly). They tend to be better educated, more loyal, more affluent and quite responsive to messaging. The overall size of newspaper readership is still well over 100 million people in the US daily, and ads can often be scheduled and placed and run in a matter of days. Ads can be tested and different copy can be easily be experimented with. The average media cost of a half page ad ranges from $100 to $1,000 for more than 85% of the nations’ 1200 daily newspapers. Results tend to be consistent from newspaper to newspaper which allows a small, successful campaign to grow into a larger one without sacrificing profitability. Real-time response to newspaper advertising is also consistent and not prone to the quick spikes inherent in television and radio advertising. Response curves are expressed in hours and days as opposed to the much lower shelf-life of other electronic media, because newspapers “hang around” longer than TV or radio ads. In addition, newspaper advertising is regarded as a non-intrusive message that doesn’t “interrupt” the readers’ content experience. Readers have always had the option to engage or skip newspaper advertising. That makes those who read and engage the advertising considerably more engaged and interested in the messages they respond to.