The Up Side explains the low production costs for newspaper ads. But if you don't buy a full-run, then prepare to pay a high-cost premium.
You also lose the benefits of sight and sound. TV and radio commercials still remain a popular advertising medium.
Flexibility is an issue too. Once your ad goes to print, that's it. There isn't any room for last-minute changes.
If you're wanting to purchase a large space ad, you'll shell out a lot of your advertising dollars. And most ads require more space to be highly effective. Otherwise, your ad gets cluttered and readers won't bother sifting through.
People do hang on to newspapers or hand it off to friends. Generally, though, newspapers have a short life versus magazines and other advertising mediums.
You've undoubtedly noticed that most newspaper ads are black and white. You'll usually find high-quality color ads in newspaper magazines.
And if you're targeting teenagers or children, newspaper ads may not be the way to go. They don't tend to deliver the sale like other advertising mediums.
Finally, only one person sees your ad at a time. Other media allow several people to be exposed to your advertising message at the same time.
Deciding if newspaper advertising is right for you, really depends on your own goals. But considering the pluses and minuses will help you get the most out of the newspaper game.