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Newspaper Insert response rates



6:01 pm on Mar 3, 2003 (gmt 0)

10+ Year Member

I'm trying to convince my company to give more real estate in our Newspaper inserts to our online e-commerce site. We share the same flyer with some of our franchise stores, and cannot advertise our website in those flyers. To change one of the color pages to add a mention of the e-commerce website would cost roughly $750 for a new color plate. If we were to go ahead and change the plate to mention our website, our distribution would be over 5 million inserts.

What I need to know is what would be a good response rate to expect from advertising our site. We already have a well established nationwide retail store with many loyal shoppers. Our main target shopper in the stores are married women with young children with household income between 60K - 75K. I haven't got a clue what the effectiveness of newspaper ads are, especially ones that mention online shopping sites. I'd like some feedback from you experts out there if you could lend me some advice.



2:17 am on Mar 4, 2003 (gmt 0)

10+ Year Member

boink, back up to the top.

C'mon ya'all, someones got to have an opinion out there. My company wants to shut the website down (and fire me) and I don't want that to happen. I'm trying to persuade them to keep me around.

Anyone got any idea where I can find out response rates for newspaper advertising?

Throw me a bone someone!


2:28 am on Mar 4, 2003 (gmt 0)

WebmasterWorld Senior Member rcjordan is a WebmasterWorld Top Contributor of All Time 10+ Year Member

>Throw me a bone someone!

Then you don't want to hear from me on this. Urls in print, with the possible exception of those with special incentives like coupons, don't do a thing for me except provide bragging rights. I'd rather have one half-decent run of keywords in a major search engine that 1M print "impressions."


2:32 am on Mar 4, 2003 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

hummm... I don't have direct experience, but I'd agree with rcjordan.

As an aside, read Dot Bomb by David Kuo... about the rise and fall of Value America... for insight into exactly why print advertising for websites doesn't work.


2:47 am on Mar 4, 2003 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

i made good experiences with print media, but it was not a standard advertisement. books & newspaper articles. this really worked out for me giving a lot of fresh visits.


3:10 am on Mar 4, 2003 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

$750.00 plate charge?

Maybe they should can the print buyer.

Visit Thailand

3:21 am on Mar 4, 2003 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

Yes 750 for a plate charge seems high.

I agree with hakre, have not yet advertised in any newspapers anywhere but have been featured in a lot of mainstream print articles and the response has been incredible.

Advertisements are a different kettle of tea though, and flyers another one entirely.

Have you approached the paper to see if you can do an advertorial that may work better ?


6:48 pm on Mar 5, 2003 (gmt 0)

10+ Year Member

There may be other ways for us to advertise. I'm just trying to piggy back on what is already an established method for our company. We are already sending the flyers out, it's just that our website isn't the name of our national store chain (we established a different company for tax purposes). Only problem is, then the national chain company has remained hush hush about our site.

I know what you mean about print media. We just sent 100 postcards to churches in New York offering 15% off our merchandise and haven't had 1 reply. We've got to come up with something.


7:33 pm on Mar 5, 2003 (gmt 0)

10+ Year Member

It's hard to believe that you don't have your URL all over your store bags, receipts, ads, etc..

Does corporate own the stores or is it a franchise situation?

In almost every market there is an old brick retailer that is doing well. Best Buy, Circut City, Toys r us, wal-mart, target? They seem to be doing well.


8:00 pm on Mar 5, 2003 (gmt 0)

10+ Year Member

We have the online store on our bags, and the url on the register receipt. Plus we have the url underneath the street addresses on the back of our flyers.

First of all, I don't think the URL on the bag is all that effective. After all, do you remember the last thing your grocery bag said?

Second, I don't think the URL on the receipt is all that effective either, unless you are the type to read your receipt. I usually just shove them in my wallet.

Third, we are a national chain. When you see our flyers in the newspaper, if you don't know where one of our stores are, you don't read the flyer, and you just toss it. If you read the flyer for our sales, the last place you are going to look is in the little black box on the back of the flyer that lists the stores locations.

That's why I think we need a prominant position in the flyer, along with maybe a 10% off coupon with a code that we can use to track purchases generated from the flyer.

Our franchise stores have their own registers (with no mention on the receipt), they have their own bags (with just the store name on them). They share the same flyer, however the black box on the back is just a cheap one plate change for the region, and of course there is no mention of our site in that box either.


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