Insight Marketing and Research Newsletter

Insight is the Pennsylvania NewsMedia Association's marketing and research newsletter, published quarterly. Send comments and/or story ideas to Marketing Director Jane Hungarter, (717) 703-3041. To be added to the distribution list, submit the form at the bottom of this page.

Winter 2017 Feature Article

What do agencies want? Ad agency representatives offer valuable advice

By Jane Hungarter
Pennsylvania NewsMedia Association

During PNA’s recent Publishers’ Convention in Philadelphia, three Philadelphia-area advertising agency professionals spoke candidly about what they saw as the strengths and weaknesses of the newspaper industry, shared insights into their media planning and placement strategies, and provided suggestions about how newspaper sales reps can earn more of the advertising budget.

Newspapers are valuable assets for advertisers because:
• They are a trusted news source.
• Most newspapers are paid publications that people want to receive.
• Retailers like to align their message with reputable brands.

Some challenges arise when considering newspaper advertising as an option because of the
decline in print circulation, lack of standardized print ad sizing, and limited digital inventory.

Since advertising clients want to measure their return on investment from all ad placements,
and sometimes question the value of newspaper advertising, ad agencies are tasked with having
to substantiate their media recommendations. As a result, identifying the optimal media mix for
clients requires even more scrutiny and analysis.

Media planners must have a thorough understanding of the target audience their client is trying to reach, which includes information about their media consumption habits. Research data from respected organizations such as Nielsen Scarborough and MRI helps planners identify and support the recommendation, but can also add cost to the media buy that may not be available. Any research information that newspaper personnel can provide that demonstrates the strength of their product, and advocates for the effectiveness of newspaper advertising, is extremely helpful and valuable.

Read more in the most recent issue of Insight »

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