Dan Moore

Everywhere you look these days we are bombarded with advertisements. They can be found in newspapers, magazines, on billboards, TV, radio and even our clothes and shoes. You may ask why? Because advertising works when done right.

Why do you think that stores today ask for your email address or phone number? They say it’s in case you decide to return your purchase. If that’s the case then why do you now receive advertisements from many of those stores? Because they know that advertising works.

If you don’t believe me then why would any business spend $5.25 million for one 30-second commercial during the Super Bowl? Because advertising works.

Most people make their buying decisions based on advertisements that they have either seen or heard. Then they determine when and where they will spend their money. As a business we can only hope they choose to spend that money with us. 

But, if that business doesn’t advertise how will the consumer know they exist or where they are located? Chances are they will shop with someone that advertises or even worse drive to another town where they saw or heard an advertisement.

I’m amused when some business owners say that “word of mouth” is their form of advertising. Surely we’re not so naïve to believe that everyone likes our products or services. What if that word of mouth is negative? 

My favorite one is, “I use Facebook for my advertising.” What about those that don’t have a Facebook page or those who aren’t friends or hasn’t even seen your Facebook page? Yet, they are potential customers with money to spend.

For 21 years I have been in the newspaper industry with most of that time spent working in or overseeing the advertising and marketing department of the industry. I have worked with national and regional businesses as well as local mom and pops with great success.

Many people may not be aware of this fact but newspapers were the first media to include advertising in their products. We have a proven record even if some try to discredit us. It worked then and it still works today. Many people buy newspapers just for the advertisements.

I have heard some local businesses say that advertising in The Henderson News and Rusk County News doesn’t work. If that’s the case, why do national retail stores run their inserts or preprints in our newspaper? Why do regional and local advertisers run quarter and half page ads with us? Because advertising in our newspaper works. 

What do these national accounts know about advertising in our products that some local advertisers don’t? I can assure you that it’s not because they like us or want to support us. They advertise with us because we get results for them. After all they are marketing professionals and know what does and doesn’t work.

As a business if you want to increase or grow your business give us a call and let one of our dedicated sales professionals design an advertising campaign that will bring you results. If you don’t advertise and market your business locally you will continue to lose market share to online or out of town businesses.

As a newspaper reader or subscriber please don’t forget to tell those businesses that advertise in The Henderson News or the Rusk County News that you saw their ad in our newspaper. Better yet purchase their products or services. It will help them know that advertising with The Henderson News and Rusk County News does work.

Dan Moore is editor and publisher of The Henderson News. His e-mail address is <publisher@thehendersonnews.com>.

© 2019, Henderson Newspapers Inc.

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