Why Print Advertising Gives Dismal Results in Newspapers
By Lance Winslow

Have you ever wondered as a business-person why print advertising in the local newspaper key of such dismal results? Have you ever wondered why the advertising sales representatives and account executives as they are called continually tell you that it is about exposures and repetition? They tell you this as you give them a check each month for the advertising that never really pulls for you.

Of course as they say Yellow Page Advertising is not much better and that bill comes every month also and often if it is the phone company, the actual phone book you will find that they may shut off your phone if you don't pay them. Of course they have you committed for the full year and the book is already printed. But as the year goes fewer and fewer people use the phone book, because the dog ate it or it was destroyed or they spilled something on it.

The fact is that most print advertising even with high shelf life as they say in the yellow page advertising salesmanship handbook, simply does not pull. Newspapers are horrible and Yellow Page Advertising is not much better. Inserts in the newspaper often work, direct mail generally works, radio seems to work, hack just about everything seems to work except print advertising. Why is that?

I believe it is because there is information overload on the human mind and we have changed as a society and civilization in the way we prefer to get our information. It is probably for this reason that fewer people use the Yellow Pages than ever before and fewer people bother to read the ads in the newspaper. Moral of the story, don't waste your money. Please consider this in 2006.

Lance Winslow, a retired entrepreneur, adventurer, modern day philosopher and perpetual tourist.

Article Source: EzineArticles.com