About Newspapers

Newspapers are one of the most essential parts of a print media plan. There are multiple ways to touch your audience through newspaper, but the most basic of those are either through ROP (Run of Press) which is an on-page advertisement in the newspaper, or through inserts.

Because newspaper circulation generally develops to support local distribution, there is a unique opportunity to buy very refined geography within a nationally "scalable" channel.

Newspapers fall into subcategories with behavior benefits in each;

National Press  - non-local

Major Market Subscription Papers - Paper of Record

Community Newspapers - Weeklies

Neighborhood Newspapers - Free Community Distribution

Free Entertainment Newspapers - Take Ones

Testing to performance for free versus paid, national versus local, home delivered versus rack distributed all help refine the categories performance for your offer. Within each segment of the channel the scale of newspaper distribution is sizable.