Newspaper advertising literally refers to advertisements placed in the pages of newspapers.
According to data from the Japan Newspaper Association, the circulation of newspapers in 2019 was approximately 37.81 million. On the other hand, in 2000, the circulation was 53.7 million, which means that circulation has decreased by about 15 million over the past 20 years. As mentioned above, this is likely to be largely due to the spread of the Internet.
However, the total number of households in Japan is 56.99 million. Nearly 70% of households subscribe to newspapers, so newspapers are still a highly influential medium that reaches a large number of people.
Advantages of newspaper advertising
There are five benefits of newspaper advertising:
- Highly reliable
The strength of newspapers is their high reliability. Of course, misinformation and biased reporting can be a problem, but the same is true for other media. Many people place trust in newspaper reporting. Placing an advertisement in a newspaper can increase the credibility of a product, service, or company itself.
- likely to be read
As mentioned above, nearly 70% of households own a newspaper, and more than half of newspaper subscribers read newspapers every day. Postings and flyers may be thrown away as soon as they are picked up, but if you place an advertisement in a newspaper, there is a high possibility that it will catch the attention of many people.
- You can approach middle-aged and elderly people and high-income earners.
This is also clear from the data above, but newspapers are a medium supported by middle-aged and elderly people and people with high incomes, so they are particularly effective in delivering messages to these groups.
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