Media & Press Contact:

Newspapers or Radio Advertising?
(Keys to Successful Promotion at Trade Shows)

The age old question is...should one choose newspaper or radio advertising to promote their
business at a trade show and to drive traffic to their booth? Does it even work? I say YES and
use both! Read on to learn why and to become more informed.

Honestly, overall newspaper circulation numbers in this country are declining, while paper
costs and other resources continue to drive ad rates up. As if these factors weren’t enough,
television, Internet and radio have been encroaching on the industry’s traditional turf:

Let's consider some historical facts: Newspapers lost nearly 5.5 million readers between 1986
and 1996. Studies demonstrated steadily declining readership and those who do read the
paper typically spend less time doing so than in times past. Get the Latest in Newspaper
Statistics Here. Get the latest information on newspaper advertising trends and numbers
here.

Younger readers, those under the age of 35, are spending less time than ever with
newspapers. In many markets, circulation is flat or declining, while paper costs and other
resources continue to drive ad rates up. As if these factors weren’t enough to drive most
newspaper owners to the aspirin bottle, other media such as the Internet (see Internet
advertising trends here), Radio advertising (find a radio station), press campaigns, direct
mail advertising, email advertising, outdoor advertising, grass roots advertising, and of
course television advertising are all encroaching on the newspapers industry’s traditional turf.
Being informed on the latest media statistics and media trends is important.

You just do not want to pull a half hatched promotional plan out of your hat or even worse, do
NO promotion of your event at all. Doing nothing could potentially make or break your
business. Knowledgeably strategizing a cost effective results driven media plan and then
deciding which medium to use is important, and an VERY important key to ones success in
trade show exhibit.

Many advertising and promotion challenges exist. There are tons and tons competing
media "out there". And, its a jungle when trying to stand out above all the other media
"noise" clammering for you and your customers attention.

The phenomenal growth of the Internet has given the newspaper industry a new source of
competition and revenue opportunity for newspaper advertising, now there is a $17 billion-
per-year advertising sector representing 30 to 50 percent of total ad revenue for many
newspapers.

Employment ads in particular are being targeted not only by Internet companies, but also by
enterprising Radio stations seeking a slice of the recruitment pie. To continue to compete in a
changing environment, newspaper companies will be forced to establish online presences of
their own. Not to do so would mean risking the loss of that famed loyalty newspapers enjoy
among their ad clients and readers alike.

Some Advantages of Newspaper Advertising:

•        History: One of the oldest, most highly regarded media in the U.S. Among its loyal
readers, it enjoys a high degree of familiarity, acceptance, credibility, and respect.

•        Visuals: The newspaper’s combination of text and graphics creates visual appeal that
reinforces the messages of its advertising.

•        Mass Audience: Newspapers reach a relatively large mass audience throughout the
market with a single exposure.

•        Ad Variety: The medium offers a variety of ad sizes that allows advertisers to meet their
budgetary constraints.

•        In-Depth: Newspaper ads have the ability to communicate lengthy, complex, or detailed
information and descriptions.

•        Ease of Tracking: It’s relatively easy to track response, primarily through couponing.
•        Lead Time: You can place orders and copy with a relatively short lead time.

•        Exposure: The reader controls the amount of exposure to a given ad. They can spend
as much or as little time with an ad as they like.
•         Knowing what makes a good newspaper ad is very important. Determine what your
Message will be!

Some Disadvantages of Newspaper Advertising:

•        Decreasing Penetration: In most markets circulation is less than 50% of all households
(please ask to see the RAB Newspaper Performance Report based on Audit Bureau of
Circulations data for your local market).

•        Browsers, not Readers: Most people really don’t read all sections of the paper every
day. An ad placed in a specific section reaches only the people who look at that section.

•        Readers Don’t "See" the Ads-They just do Not Resonate: On average, only 42% of
newspaper readers will recall noting a full-page ad (for specific ad noting factors, refer to the
RAB Newspaper Performance Report for your market).

•        Can’t Target: It’s difficult to accommodate selective approaches that improve your cost
efficiency and enhance frequency against clearly defined, high-potential customer segments.

•        Coupons are Declining: Despite increased coupon face value, coupon redemption has
been declining for years.

•        Passive Information: Not Interactive.

•        Ad Clutter: A typical daily newspaper consists of 60%-62% advertising; the Sunday
edition carries 68% advertising, not counting free-standing inserts. Your ad can be placed
right next to your competitors’s and can only be an advantage if your price is absolutely the
lowest.

•        New Competition from Outside: One of newspaper’s strongest ad categories – the
classifieds – is under attack not only from companies on the Internet, but from savvy Radio
stations, too.

Use Newspaper Advertising Plus Radio Advertising!

•        Adults 18+ spend 3 hours and 24 minutes per day listening to Radio -- considerably
longer than they spend with newspaper

•        Using Radio with newspaper increases the reach of your advertisement and ensures
greater coverage among light readers and younger consumers.

•        Studies show that ad size has little impact on ad recall, so you can decrease the size of
your newspaper ad and redirect those dollars into Radio. By doing so, you’ll boost your reach
and build message frequency without increasing your cost.

•        Radio reaches 63% of shoppers age 25-54 within one hour of purchase time --
providing the greatest "purchase proximity" of all major media.

Combining Radio with Newspaper allows you to influence your customers closer to the
point of purchase.

•        The success of any marketing and promotion strategy depends largely on how well you
reach your target audience across multiple media mediums, (we call that market penetration
and market saturation) and motivate your customers before their decision to purchase has
been made. The intimate power of Radio can stimulate new demand by leading consumers to
newspaper ads, and it can help maintain loyal customers by keeping your name or brand
image top-of-mind.

•        In essence radio is a sensory medium. It is both auditory, and visual. So when you are
planning radio campaigns create vivid mental images of your product or service...create
images you simply can’t create in print.

Do not leave your promotion to chance.

For More Information Contact Alice M. Fisher-Director of Public Relations at Classic
Productions. Email: alice
T: (301)294-8550. www.Interiodesignexpo.com. For more details about promoting your
business, or to become an exhibitor call Classic Productions at (301) 294-8550, or visit this
link for an application and exhibitor prospectus.