Newspapers are alive and well, even in the face of intense competition from electronic media, as well as from inside the newspaper business. Powerful dailies are shifting focus toward their local communities, a strategy which takes advantage of print advertising’s traditional strength. As no other medium can speak to its public at such a precisely segmented, grass-roots level, newspaper advertising is becoming increasingly targeted and therefore more cost-efficient.
Creative Expertise
When it comes to newspaper advertising, few agencies have as long and successful a track record as Michael J. Motto Advertising. With newspaper advertising experience in virtually every category from automobiles to zithers, MJM is a recognized authority in the field.
As research shows that newspaper reading is becoming more cursory, MJM ensures that your message is clear at a glance. Copy remains important, yet your readership should be able to register your ad’s message in a half a second. Succinct, meaningful headlines are key, and quality graphics that are both eye-catching and supportive of your headline are crucial in layout.
MJM makes the benefit of your product clear in the headline, however clever the wordplay. If the goal of your ad is to sell a product, we apply an exclusive 8-point checklist designed to maximize direct response. As specialists in this advertising technique, we’ve developed our checklist through long experience. In fact, we are so confident of the effectiveness of our direct response approach that we guarantee that our ads will work for you.
Media Expertise
The MJM "value-added" approach takes on new dimensions in the newspaper industry. In a word, we’re aggressive. We know exactly where and when your ad will perform best. We know how to leverage our buying power to negotiate better rates. Through our comprehensive database, we have on-line daily and Sunday circulation figures for hundreds of newspapers nationwide. In the metro NYC area we are in constant contact with every newspaper, many of which also provide daily courier pickup service to the agency. Having built close relationships with media representatives and advertising sales associates over the course of 30 years, we know how to work with these professionals, who, after all, have a vested interest in your success – just as we do at Motto Advertising.
Newspapers -- the MJM Approach