Sunday Newspaper Inserts, Still a Good Idea?

One commentator thinks so, and so do I.  Newspapers are still popular with older Americans, those over 50.  In addition, coupons have seen a resurgence in this down economy; a trend that is likely to continue.  Newspapers are a very effective way to deliver coupons to consumers, who are actively seeking them out these days.
Commentary by Al McClain
All of us “industry insiders” know that newspapers are going out of business, paper coupons are history and shopper promotions are going online, mobile, or in-store. One thing we can say with absolute certainty is that advertising via Sunday inserts and supplements in local newspapers is not the way of the future! So say we all.

Not so fast. If this is all true, then can someone tell me why the most recent Sunday edition of my local paper included a stack of inserts approximately an inch high with offerings from 23 retailers, 3 manufacturers, plus two multi-sponsored coupon supplements?

Recently, at an industry conference, an acquaintance said to me, “You still subscribe to a newspaper?,” as if I were still guilty of still using a stone tablet. Living in an area of the country with many retirees and golf courses, maybe my newspaper is an anomaly. My gut feeling, however, is that we may be too quick to write off traditional advertising and promotional methods. Perhaps this is due to the tendency of our enlightened readers to know about the latest and greatest high-tech methods for reaching consumers and shoppers.

I guess the easy answer is that retailers and manufacturers are just biding time, using these old-fashioned methods until their day of reckoning comes, and the powerhouses of the new methods emerge. But, for a dying industry, newspaper inserts and supplements still seem to have a lot of life left in them.

Adapted from the RetailWire

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About Arthur De Gennaro

My friends call me Art. Welcome to my blog. In this space you’ll find information and comments on the ophthalmology world, the optical industry, the hearing industry and medical practice management. My intent is to provide information you can use to improve your business and your own performance. Please visit often and feel free to join the discussions by leaving comments.

You can learn more about me and my consulting company, Arthur De Gennaro & Associates, LLC by visiting my web site www.adegennaro.com

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December 2009

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