Pay more for what?
Ignore the natural community and pay more for advertising.
Let me explain the natural community:
There’s a saying that the average consumer will drive three kilometres towards and one and halve kilometres away from town to buy at a particular store.
No one is willing to drive past five pharmacies to get to the sixth one because their headache tables are 10% cheaper, therefore each city will be made up of natural and individual communities. Each with their own business centre serving one or more of the residential communities around them.
The smaller businesses of each large city have to rely on the residents of their surrounding community or communities to survive. And it’s those people alone who they have to reach with their advertising spend. (This is also true for a rural town).
To Much Circulation Kills Small Businesses:
Circulation, beyond the area they can reasonably expect customers to come from, is a waste of advertising spend. Yet most advertising mediums includes such unneeded circulation – at great expense to smaller advertiser.
Coffee News “zeros in” on the area they need, allowing them to concentrate their ad spend on the people most likely to become their customers.
What’s meant by Coffee News “Zero In”:
Coffee News is distributed within the natural community only and to restaurants where patrons can read the free news paper. Therefore a Coffee News reader, the potential customer, is exposed to the ad while virtually sitting next to the advertisers business.
The question small business advertisers need to ask:
Why pay more for circulation than you can reasonably expect a return from?
I have come across many small business owners when told about Coffee News asking me how many copies are distributed. Now you know, that distribution, is not an effective measure of success. The real test is how many people read the publication and how many people are regularly exposed to the same ad. By The Way: A new edition of Coffee News is distributed every week.
Yet, with multiple editions of Coffee News, medium and larger-sized business can also benefit from Coffee News.
With Coffee News you pay for the number of people reading your advertisement in the natural community and not for excessive distribution.
Most of this post was written by Jean Daum the founder of Coffee News.
