• Offers a low to moderate cost-per-message delivered to the target audience
• Can be a primary tool for promoting and branding your hospice, depending on the market’s size, population and media alternatives available
• Offers a shotgun approach to cover a broad and diverse audience, particularly readers who are age 50+
• Better than other media for including details, such as phone numbers and e-mail/Web site addresses
• A good vehicle for offers such as a FREE Hospice Informational Kit. Newspaper readers are accustomed to looking for coupons, so they’re a natural item for ads.
• Provides a positive ad environment—most newspapers are still held in high regard and are valued for their civic mindedness and integrity, which lends credibility to your message

Newspaper Usage Tips:

• Get in the right section on the right day. Tell the publication’s account executive the audience you wish to reach, and ask for their advice regarding where and when your ad should run.
• Include a clear call to action. Ask your audience to take the action you want — come to the event, call, go to your Web site or remember you in times of need. Don’t leave it to the reader to figure out what you want him or her to do.
• Identify yourself. Always include your name and logo, phone number, Web site and/or e-mail address. Even if they’re small, it provides a means for people to contact you if they keep the ad available.
• Avoid filling every inch. The attention value of “white space” in newspaper advertising is enormous. If you use a lot of white space amid the sea of newspaper stories and copy-heavy ads, it acts as a visual magnet that draws a reader’s eye to your ad.
• Be dominant. Try to use ads large enough to go over the newspaper’s fold line and wide enough to force out any other advertising besides yours. Usually, such page-dominant ads are surrounded by a news story – and that helps your ad’s visibility and readership.