Newspaper Association of America trying to contrast their consumer friendly ads to the distractions associated with Internet, television and radio advertising.
Publishers appear to have found some cool new terms to describe the traditional qualities and advantages of newspaper advertising. See National Newspaper Advertising:
How about:
- "Opt-in ads in an increasingly opt-out world?"
- Ads that are "a destination, and not a distraction."
The terms, which are featured in a presentation by the Newspaper Association of America (NAA), might not register immediately with everyone, especially the mature crowd. However, they are badly-needed attempts to resell the sensitivity, patience and consumer friendliness of newspaper ads in today’s youth lingo.
Newspapers are facing some challenging numbers in both circulation and advertising and have to find better ways to communicate with younger folks. The fact that they can only claim 3.7 percent of the national advertising pie confirms the problems.
Younger ad buyers need to be reminded that newspapers can reach consumers without bothering, distracting or irritating them, as pop-up Internet ads and loud, tasteless TV and radio commercials often do. They must be reminded that newspapers, and magazines, can deliver ad messages to consumers when consumers are ready to "opt in" to them, usually at the buying hour.
The question, however, is whether most advertisers believe any advertising will work unless it does distract, shock or hit the consumer over the head with the equivalent of a two-by-four board.
The younger buyers at least recognize the challenge of penetrating the tremendous ad clutter that is out there today. Can they, or will they, wait for the consumer to "opt in?"
