Advantages and disadvantages of newspaper media

First, the advantages of newspaper media

1. has a wide coverage and a fast transmission speed.

Newspapers publish a wide variety of news, which is often loved by the public, can be read by many people, has a good circulation and a high conversion rate, so it spreads widely. The general circulation is based on the circulation plus a coefficient, and each newspaper is different. There will be no delay for advertisements with high timeliness requirements.

2. Large information capacity and strong adaptability.

Newspapers appear in printed form, so more words can be used to put forward detailed requirements, which can contain a lot of information such as words, graphics and photos. In addition, the newspaper has many pages and diverse contents, which can adapt to the advertisements of advertisers with different contents. Therefore, the information content of newspaper advertisements is generally greater than that of TV advertisements and radio advertisements.

3. Easy to design and make, flexible and diverse in expression.

Newspaper advertisements come in various sizes and can accommodate a large number of advertisements of different sizes. Advertising design can be illustrated, that is, it can be based on pictures and simple words. The design and production technology is mature, easy to master, easy to arrange and modify advertising manuscripts, and can be flexibly designed according to the different requirements of advertisers.

4. The target audience is broad and stable.

Newspapers can meet the needs of people from all walks of life, so they have a wide readership. However, mature newspapers generally have a relatively stable readership. Newspaper readers have long-term reading habits, and newspapers and readers are emotionally close, which makes newspapers have a high degree of trust.

5. The retention time is long, which is convenient for storage and reference.

Readers of newspaper media are not limited by time and can read and repeat at any time. If newspaper advertisements contain information that is very useful to readers, readers can also cut out newspaper advertisements for reference. Because newspaper advertisements can be saved, advertisers often use newspaper media to publish advertisements with coupons, discounts and lottery tickets to promote sales.

6. Low cost.

This is also one of the main differences between newspaper media and TV media. For most small and medium-sized advertisers, newspaper media is affordable and the risk of advertising investment is relatively small.

Second, the shortcomings of newspaper media.

1. The printing effect is poor, and the quality of advertising pictures is poor.

Due to the constraints of cost, price, paper materials and technology, the advertising printing of many newspapers often appears rough. Although newspapers have greatly improved in advertising color and printing quality in recent years, as a printing crystal for mass consumption, color and printing quality are bound to be limited by cost.

2. The advertising attention rate is low, and the target selection ability is poor.

Usually, the contents of newspapers are more complicated, and newspaper advertisements will not occupy the optimal layout. Readers often turn a blind eye to advertisements, and sometimes they may even turn a blind eye after watching them several times. At the same time, newspapers are not as good as magazines in the ability of selecting objects because of their numerous objects and high delivery rate, and it is difficult for them to deliver information to specific advertising audiences.

3. The effective time is short.

Newspapers are the main media to report all kinds of news in time, with high publishing rate and great emphasis on timeliness. Moreover, the article is relatively short, mainly introducing events, lacking a certain depth and poor preservation. Over time, newspapers lost their appeal and their reading value declined. Although it is easy to save, it is not repeatable, and few people will read previous newspapers. Therefore, the time limit for advertising in newspapers is very short.

Extended data

Seven principles of newspaper media management:

First, the principle of differentiated competition

The difference between newspaper content and newspaper media structure constitutes the characteristic advantage of newspaper media, and also makes newspaper media management have a certain monopoly.

Second, the principle of monopoly competition.

One of the characteristics of newspaper media management is that it needs to serve one or several special market segments or target markets. "Due to the relative concentration of goals and strengths, products can be highly differentiated or have low-cost advantages, and competition is more exclusive. ?

Third, the brand-driven principle.

The newspaper media economy is full of influence economy, which mainly relies on the influence of brands to promote the development of newspaper media economy. To establish a newspaper media brand is to establish a good business relationship with newspaper audiences and improve the visibility, trust and reputation of newspapers in the market. ?

Fourth, the principle of marginal effect.

The newspaper media must follow the principle of marginal effect when implementing the advantage management strategy, that is, when the newspaper media extends and expands to other industries, its competitive advantage will gradually weaken with the expansion of its extension and the decrease of its correlation with the core industries.

Five, the principle of scale benefit

The large-scale production and operation of newspaper media can reduce the cost of newspaper raw material procurement, management, marketing and technological innovation, and form a low-cost competitive advantage; The reduction of cost will inevitably affect the sales price of newspaper media and enhance the market competitive advantage of newspaper prices.

Six, the principle of resource integration

If the scale expansion is the normal choice for the newspaper industry to become bigger, then the integration and reorganization of resources is the key for the newspaper industry to become stronger. The principle of newspaper media resources integration is to optimize resource allocation, let superior resources gather in advantageous industries and implement intensive management.

Seven, service management principles

Any industrial operation must take service as its purpose, run through the whole process of production and operation, and win the market with service. Newspaper media belongs to the tertiary industry, which embodies the service nature in industrial classification.

References:

Baidu encyclopedia-newspaper media