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Newspaper Advertising In Philadelphia: Advice For Small Business

Oct 14, 2020 4:25:00 PM / by Larry Julius

Advertise In The Philadelphia InquirerDelaware Valley business owners are expected to spend $115 million on newspaper advertising in 2020. This will be 31% fewer dollars than were spent in 2019, according to a study by Borrell Associates, a company that analyzes local media expenditures across the country.

Of course, the pandemic is part of the reason advertising revenues have plummeted at Philadelphia area newspapers. But, the more significant factor is the sustained erosion of readership.

For example, between October 2017 and March 2019, the Monday-Saturday circulation of the Philadelphia Inquirer has decreased by 26%. The Sunday edition suffered a 29% decrease.

Advertise In The Philadelphia Inquirer Circulation

Among all advertising media available to small business owners, newspaper's ability to reach adult consumers now lags significantly behind Philadelphia radio, cable, broadcast TV, and social media.

Advertising In Philadelphia Adult Media Reach 2020

Delaware Valley consumers' defection from local newspapers as a preferred source for local news is part of a national pattern.

The Pew Research Center, a nonpartisan fact tank that studies public opinion, finds that among Americans, television (49%), the internet (33%), radio (26%), and social media (20%) have all eclipsed newspapers (16%) as the go-to media for news. 

Remarkably, Pew finds that a quarter of consumers are finding their news on YouTube.Advertise In Philadelphia

"YouTube also has become an important source of news for many Americans. About a quarter of all U.S. adults (26%) say they get news on YouTube. And while relatively few of these people say it is their primary news source, most say it is an important way they stay informed," says Pew.

The consumers who still read Philadelphia newspapers each week tend to be older and live in less affluent households, according to Nielsen.

The Philadelphia Inquirer Age of Readers

The Philadelphia Inquirer Household Income of Readers

Most importantly, Philadelphia newspapers are not reaching the local consumers who are likely to be making significant purchases over the next 12 months.

Advertise In Philadelphia Newspapers

Small business owners can easily reach the entirety of newspaper's remaining audience by advertising on other media outlets. For instance, every week, 91.3% of local newspaper readers are also are reached by Philadelphia radio.

Advertise In The Philadelphia Inquirer Media Reach

More Advertising Advice For Delaware Valley Small Business Owners

Advertise In Philadelphia

Topics: Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, newspaper advertising, philadelphia inquirer, small business owner, small business, small business marketing

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