This recent article on local retail advertising: “FSI’s need more localized approaches” is interesting because it reveals the true weakness of print messaging: “one message for all” in large volume give the best print pricing, but it isn’t effective.
This article urges retailers to break away from one-size-fits-all and use more customized approaches in print – to reflect regional and local tastes and preferences. In fact, some of the experts quoted seem to abandon print altogether and state the most cost effective place to tailor a message is the Internet.
Why not do both?
Brands that deploy modern online adbuilders allow their retailers to not only deploy customized online ads and search campaigns, but also customize and personalize print ads and FSI’s with specific local products. We all know that newspaper readership is going down, so my advice is to fully fund your Internet campaigns first. That’s where more consumers are researching before they buy, and you’ll be able make your co-op dollars more accountable vs. advertising in the newspaper.