مزايا الاعلان في الصحف .. كتاب معلم الصحافة والإنشاء

Advantages of advertising in newspapers

The most important rule of advertising - its preparation and printing - is to strive to reach the largest number of people, especially the classes from which purchases are expected, and that is done with minimal expenses and as quickly as possible. One of the first of these means is publishing in newspapers and magazines due to the high advantages they enjoy. It reaches the hands of a huge number of people, so the cost of publishing is lower than other means, and it is also faster than all other means.

A - Advertisement in the newspaper: You can deliver your advertisement to the newspaper in the evening so that the public will see it the next morning, or deliver it at noon so that the public will see it in the evening of the same day. There is no equivalent method for this. Gaining time is a factor in the success of advertising and the sale of goods. In addition, publishing in it brings quick results because it is issued every day and the advertisement is repeated with it, and we have learned the value of repetition from the psychological point of view. Then the advertiser can change the wording or style of his advertisement, thus giving him a valuable opportunity to show the many advantages of the product and to encourage the public to buy it, which is not possible for him in other means. All of these advantages are what encouraged advertisers to publish their advertisements in newspapers, until they became crowded with them, and no one could live without them.

Publication prices vary according to the popularity of the newspaper. Each newspaper has its own pricing. These fees vary in relation to the space occupied by the advertisement, the page on which it is published, the number of times it is published, and sometimes in relation to the day on which it is advertised. It is known that an advertisement on the first page is more expensive than an advertisement on the second page, and so on, respectively. Therefore, the value of the advertisement does not depend on the size of the space allocated for it, nor on the way it is designed in terms of text or graphics alone. Rather, its value, and therefore its effect and influence in attracting customers, depends on the degree of its visibility and the purchasing ability of readers. Therefore, the nature of the location allocated for the advertisement is no less important than the amount of its space. The place closest to the readers' attention always has priority, and on this basis, the price per line varies depending on how close or far the pages are from their view. It is as if the newspaper and this situation are selling advertisers the attention of its readers. Thus, the difference in advertising production becomes clear to us between a newspaper whose readers look at it quickly and with a wandering eye and then put it aside after reading the exciting news that tempted them to buy it, and another newspaper whose readers are accustomed to reading it from beginning to end because they always find in it something that invites them to read it in its entirety due to the news, articles, stories, and comments it contains. It arouses their interest and the interest of those around them. However, the matter is different for advertisers, as the attention of these readers is of no value to them unless they have the ability to buy the goods that they advertise. That is why they always care about the type of readers who accept the newspaper, before they rent space for their advertisements.

Numerous statistics and experiences have proven that the newspapers that are most useful to them are those that communicate with the masses on the broadest scale. Because relying on one type of newspaper is cheaper for them and easier for them to reach the desired result than publishing their advertisements in ten newspapers whose total copies sold amount to, for example, the total of what this successful, fortunate newspaper sells, because of the shortening of the number of experiments and clichés, especially if the goods to be advertised are general. They are sold all over the country, they are uniform in shape, and can be found everywhere, at the same price as a car, a refrigerator, and the like. However, advertisers may deviate from this rule if these goods are local, related to something that cannot be obtained in a specific geographically defined place, such as a restaurant or theater. In such a case, they choose local newspapers, even if they have a small number of readers, because they hope that the majority of this number - albeit a small number - will become customers for their products.

Newspapers may conclude an agreement. With one of the publishing companies, so that this publishing process is entrusted to it in exchange for a certain amount that you pay to it, then the company collects advertising fees for its own account from the advertiser directly, and it mostly monopolizes the publishing process in that newspaper, so it is not permissible for any other publisher to include his advertisement in it except after agreement with the advertising company . The newspaper resorts to this method when it wants to spare itself the trouble of supervising this process and its responsibilities. Central newspapers publish advertisements for large stores and factories, as well as for wholesale houses that sell their goods to all countries. From residents of other countries. And the region publishes advertisements for retail houses, as it is limited to disposing of its goods to the residents of the region in which the newspaper is issued.

B - Advertisement in the magazine: As for magazines, they are used for advertising in a complementary, not original, capacity, meaning that the advertiser can be content with advertising in the daily only. Magazines are not as necessary for the modern person as newspapers, in which he reads local and international news that changes every day, and which is easy for him to buy at a low price. This is why the popularity of magazines is not comparable to the popularity of newspapers with regard to the place of publication. In addition, businessmen, industrialists and merchants, are more interested in daily newspapers than magazines, because they contain the news that interests them, such as stock prices, commodity exchanges, and descriptions of commercial markets, in addition to the fact that they have time to read magazines. Oh God, except those whose work is specific to them.

Despite this, we cannot deny that magazines sometimes have valuable advantages. The life of an advertisement in a magazine is longer than in daily newspapers, because the magazine is usually weekly, semi-monthly, or monthly, and this means that the reader, his friends, and family members will look at it several times. This is because the magazine is kept, and after reading it, it is not thrown away like newspapers in the trash. It is also often displayed in public places, such as clubs, offices, schools, and hospitals, to entertain the public. Thus it is passed from one hand to another until it is destroyed. It is often printed on good, smooth paper that helps drawing, writing, and photography to succeed, and thus it becomes of great value from an artistic point of view, especially if it is colorful. It will impress the reader and capture his gaze and contemplation. He may even be tempted to cut it out and hang it in front of him as he pleases. It is also not lost on us that the advertisement in magazines does not mislead the reader when he moves through their pages because it occupies the space of a small magazine, unlike the daily newspaper, which contains many diverse topics and a large number of advertisements in which the power of the eye is distributed, to the point that it almost does not notice our advertisement in particular. The fee for publishing in magazines varies according to the size of the advertisement.

Page numbers are not as important here as they are in newspapers, because all magazine pages are considered to be of the same importance. However, the fee for publishing on the outer cover, front and back, is very expensive and amounts to three or four times the fee for publishing on the inner pages. Likewise, publishing on the inside of the cover is more expensive than the normal price by about half, and the reason for this is that the cover is the first thing that the eye of the buyer and non-buyer falls on, so the number of people who see it is greater than the number of those who see the internal advertisement, especially if the advertisement is published in the magazine appropriate to its type. Just as if we want to advertise agricultural tools, agricultural magazines are more likely to do so than other magazines. Moreover, the large newspapers and magazines are so concerned with advertising that they have allocated a special section of their organization for it, which designs advertisements, directs them, creates clichés, and everything related to advertising and publishing in accordance with the principles of modern art.