Newspaper

Newspaper’s Weaknesses

• Newspaper is a passive medium.
• Generally, not good for creating a demand
• Visual only. No audio.
• Not the best medium for building awareness or image-building.
• No competitive separation. If most tire dealers run in the Sports section,they are all clumped together.
• Daily circulations continue to decline, mainly because many 18-34 year olds are depending on the electronic medium for their news.
• Newspapers have no shelf life. A day old newspaper is yesterday’s news.
• Not all readers read the entire paper. Many read only certain sections.
   

WPRI/WNAC Strengths

• Enables the advertiser to reach large, mass audiences with a single exposure.
• Presents both audio and video, combining sight, sound and motion draws the viewer in.
• Portrays a glamorous image for brand building.
• Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
• Commercials can be heard out of view of the TV set.
• People spend more time with television than any other medium.
• Can target specific demographic groups through program selection, and create an impact on popular culture.
• Delivers the ability to saturate a market with a particular campaign on a local basis.
• Delivers the bulk of prime time viewing.