How Business Coaches Can Help Clients Use Newspaper Advertising Effectively

As a business coach, you’re often asked the same question:

“How do I make advertising work for my small business clients—without a huge marketing budget?”

While big brands use expensive branding campaigns to reach the masses, small business owners need more targeted, cost-effective strategies. Choosing the right advertising medium is crucial, but the options can be overwhelming. Is newspaper still worth it? Can print ads compete with digital, radio, or TV?

This article explores the pros and cons of newspaper advertising for small businesses—and how coaches can help clients get the best results with this classic marketing method.

Why Newspaper Advertising Still Works for Small Business Marketing

Despite the rise of digital platforms, newspaper advertising still holds value, especially for businesses focused on local exposure, fast turnaround, and broad demographics.

Here’s why it still matters:

Fast Turnaround Time

Newspaper ads can often be placed and printed within 24 hours, making them ideal for urgent promotions or last-minute events.

Targeted Placement

Newspapers offer specialized sections—automotive, real estate, entertainment, lifestyle—allowing businesses to place ads near relevant editorial content.

Large Ad Space for Long Copy

Unlike digital ads or small print formats, newspapers offer ample room for storytelling. Businesses can run long-copy ads, include testimonials, and showcase full product details.

Insert Options

Businesses can insert pre-printed materials like catalogs, flyers, coupons, and order forms. This makes newspapers a strong lead-generation tool.

Cost-Efficient Production

Compared to radio or TV, newspaper ads are inexpensive to produce. No actors, scripts, video shoots, or production crews—just graphic design and copy.

Local Market Penetration

Local newspapers have high readership in certain demographics, especially with older adults, homeowners, and those seeking local deals or events.

Common Drawbacks of Newspaper Advertising (And How to Overcome Them)

Like every advertising channel, newspapers come with challenges. Coaches should help clients weigh these against their goals and budgets.

Limited Visual Engagement

Newspapers are static—no motion, sound, or animation. Many readers skim, so headlines and design must be strong to stand out.

Ad Clutter

Multiple ads on the same or facing page compete for attention. To stand out, businesses must use compelling offers, strong visuals, or creative layouts.

Short Lifespan

Newspapers are often discarded quickly, reducing the chance of repeat exposure—especially compared to radio or digital retargeting.

Lower Reach for Younger Demographics

Newspapers skew older. If your client targets Gen Z or Millennials, this may not be the most effective channel.

High Cost for Full-Run Ads

Buying a full-page ad in a high-circulation paper can be expensive—especially without a proven ROI or repeat exposure strategy.

Pro Tip for Coaches: Use Remnant Space to Cut Advertising Costs

One of the best-kept secrets in small business advertising is remnant space, also called standby advertising.

What Is Remnant Space?

Remnant space is unsold ad space newspapers must fill before going to print. Because they need to fill these spots fast, they often offer them at a deep discount—up to 70–80% off standard rates.

Why It Works for Small Businesses

• Massive savings on print ads

• Same exposure at a fraction of the cost

• Ideal for flexible promotions and evergreen offers

How to Access It

1. Call the local newspaper’s ad rep.
2. Let them give their sales pitch.
3. Politely ask to be added to the remnant space list.
4. Have a ready-to-run ad you can place on short notice.
5. Be available and ready to approve the ad immediately.

Newspapers hate blank space, and last-minute cancellations happen often. If your client is flexible and prepared, this can be a cost-effective, high-impact strategy.

Best Practices for Newspaper Advertising

Here’s how business coaches can guide clients to make newspaper ads more effective:

• Focus on offers: Use discounts, coupons, or limited-time deals to drive urgency.

• Write compelling headlines: Your ad must grab attention quickly—avoid generic phrases.

• Include a clear call to action (CTA): Phone number, website, or QR code with an offer.

• Use inserts strategically: If the paper allows it, include flyers or catalogs for added value.

• Track results: Use unique promo codes, dedicated phone numbers, or landing pages to measure ROI.

Is Newspaper Advertising Right for Your Client?

Newspaper ads can still be incredibly effective—but only when used the right way. They work best for:

• Local service providers (salons, auto repair, restaurants)

• Retail promotions and store events

• Older or traditional customer demographics

• Businesses that need immediate visibility at a low production cost

By helping your clients access discounted ad space, craft targeted messages, and plan for repeat exposure, you can make print advertising a smart and profitable part of their marketing mix.

Coming Next: How to Leverage Radio Advertising for Local Brand Awareness

In the next article, we’ll explore radio advertising strategies for small business clients—including when it works, how to target specific listener groups, and how to craft audio ads that convert.