Selecting Your Advertising Media

Let’s think about why print media and the Coffee News makes good advertising sense?  Advertising of course is done with print, radio, TV, and online digitally.  Direct marketing advertisements are mailings, flyers, and digital or social media content.  A lot of small business is poorly served by all advertising because they have to buy more circulation than they need.  For example, instead of one direct mail advertising campaign you could get the Coffee News reminding readers every week for a year.  I would share that direct marketing and advertising are equally beneficial and in fact compliment each other.  Advertising in print media, such as the Coffee News, only replays your advertising from other media in that customer’s mind.    

The evolution of advertising has seen print in newspapers and then magazines, followed by radio, then TV and cable TV, and now digital.  You have to know your audience and choose a media that reaches this audience.  Finally, don’t get caught up in “cost per thousand” but instead focus on “cost per prospect.”  Coffee News is in the community where people are shopping and eating. Interestingly enough, we are most susceptible to any advertising while eating because our mind is at a peak in awareness.  Coffee News is designed to use this peak awareness.  Washington County Coffee News is in 60 locations and if an average 30 people visit each of these locations daily that is 1800 possible prospects per day or 12,600 per week!  What number of prospects do a direct marketing campaign or radio ad reach?