As electronic devices continue to play an increasingly larger role in our lives, sometimes it’s just nice to tuck into an old-fashioned, weekly newspaper, catching up on the goings-on around the neighborhood.
If you agree, then be sure your small business is part of the local and regional press. The reach is likely to be extensive as many local papers are now part of larger regional or statewide chains. Yet, the papers still target area customers — many of whom may not be internet-focused and have disposable income to spend (empty nesters and seniors).
I regularly keep up with the activities in and around my town, which is best accomplished through the weekly paper that’s delivered to my doorstep every Thursday – just in time for my family to plan their weekend activities.
Recently, my attention focused on a special advertising section, emphasizing one of the many small towns in the area. The two-page spread included ads from various local businesses, restaurants, roofers, real estate agents, and dry cleaners as well as other area merchants found in my neighborhood.
Not to take anything away from a half-page, quarter-page, or any other size ad you may place elsewhere, but this special “Town” section really stood out. Featured in the center spread of the weekly paper were ads of various sizes with a bold border around them, giving the appearance of a town-wide group effort.
This advertising section provided a real community feel, and not only offered a sense of local pride but also a reason to consider these businesses when I next venture into town.
So look into your weekly paper. And if this type of “local” or “regional” advertising isn’t available, consider speaking with the publisher. Chances are good they are also a small business owner. Make a name for your small business by playing an active role in your local advertising. And you can be sure that customers will take notice.
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