Newspapers have been gracing the doorsteps of American homes since the early 1700s. That is over 300 years of budding romance between American consumers and their beloved newspapers. Lee Clow, the Chairman & Global Director of TBWA\Worldwide explains that the, "Newspaper is a special medium. It's not urgent, not yesterday or tomorrow but today. Sitting with a newspaper and a cup of coffee in the morning will always be one of the most intimate media experiences there is."

Discount advertising rates abound in local newspaper advertising if you know how to ask. If you're just buying one ad one time it's pretty hard to get cheap newspaper advertising rates. But if you are a local retailer, all your ads are going to be local advertising. And chances are great that you're placing more than just the single ad, so you have A) good credibility and B) great negotiating power - so you need to C) ask for a discount for all local ads your print advertisement campaign.

To gain maximum exposure, request that your ad run in the main news section of the paper, as far forward as possible. Traditionally, you were told to always ask for a right-hand page, but recent studies have shown it doesn't really make a difference. Half the people read the newspaper front to back, the other half, back to front. You should, however, request that your ad be positioned above the fold.

It is a fact that consumers now use newspaper advertising to make their purchasing decisions and it is the laid back way in which this medium is accepted and read that means consumers feel comfortable about buying products from newspapers.Many of the top Internet Marketers target National newspapers to sell their online products and services. They not only use them to generate leads and to add names to their database, but also as a quick promotional hit to a massive target audience. A few lines of text with a powerful call to action can bring tremendous results.

It should then be a given fact that for every metric measured, there are corresponding key performance indicators involved. This is a way of seeing the results of the advertising effort of the company. It is always a necessity for companies to measure how well and how effective an advertising project is. With the science of statistics now, this will not be difficult to achieve. There are many ways to find out if the brand name is popular or not. This does not only apply to small companies.

The general results show that the bigger size of the ad, the more number of responses it gets from its target market. However, an interesting note here is that the decrease is not really on a 1-1 ratio. On the average, the full-page ad entices roughly 75 responses. However, the half-page ad that costs also half the price entices roughly 55 responses. The quarter-page ad that can be bought at quarter of a price of a full-page ad entices roughly 50 responses. Thus, there really is no 1-1 ratio here. The ad size can then be one of the metrics to be implemented on the newspaper advertising scorecard.

The size of the newspaper ad and the cost per response are amongst the common metrics used when implementing newspaper advertising KPI. These metrics actually play a huge role in determining the most effective form of advertising that there is in newspapers. For instance, an ad that occupies a whole page attracts the attention of roughly 80 people. However, the ad that just takes up a fourth of a whole page is enough to attract the attention of roughly 60 people.

So, newspaper advertising is still a great method of getting the word out about local businesses. In addition to local business owners, many national and international companies advertise in newspapers all across the United States and the rest of the world. Many large companies purchase banners in papers to somewhat remind citizens of their services. In this case, the companies' marketing team remembers the "out of sight, out of mind" saying. So, by purchasing ads and banners in newspapers, the company's name as well as the goods and services that are offered will remain fresh in the readers' minds. Many local and major business owners believe that newspaper advertising will never become old fashion.