Newspaper inserts are a great way to advertise for retailers and services businesses. While it costs more than run-of-press newspaper advertising, it costs much less than direct mail. Regular newspaper advertising tend to get lost in the mix of black and white ads and dull color newsprint ads. However, inserts are full color glossy ads that fall out of the paper and into your potential customer’s hands. This gives your advertising more impact and a better response rate. Inserts can also be targeted by geographics and demographics, giving less advertising waste.

Direct mail can also target in the same way, but direct mail can cost 4-5 times as much money as newspaper inserts. Specialty printers can print full color glossy inserts and ship them to your newspaper for delivery. The costs for printing and shipping in is only 2-3 cents each (other areas slightly higher). Your local newspaper would then charge 4 -6 cents each to deliver. The total cost would be around 6-9 cents each for printing and distributing the sales flyers. Direct mail is usually 25-50 cents each to print and mail, which can be quite costly. The best time to insert for local businesses is mid-week, when the inserts are fewer. Also, the newspaper delivers to non-subscribers during the week. That way you can deliver to every home in your desired zip codes. You can choose zip codes closest to your business or zip codes with your targeted consumers. To make your inserts work best, give your customers a reason to come in that week. Create urgency by using coupons, sale prices, specials, etc. with and ending date of the sale.