1. Coffee News is a very inexpensive form of advertising in your own local area. And it targets people who either live in the area (friends and customers) or those who have already driven into the area.
2. Coffee News allows advertisers to be a constant reminder day by day,week by week, in their own trading area,without having to pay double or triple for the added exposure, to keep in touch with small minority of their customers who may come from other parts of the city.
3. Provides a highly positive, fun-loving atmosphere for your ad, which by it’s unique design, is also included as part of the fun and conversations. Coffee News gets people talking and thoroughly enjoying themselves, and since the pleasurable experience of eating or drinking coffee is subliminally associated with the ads themselves (which are only read during restaurant visits),the ads put you, the advertiser, in a "good guy" positive light. Willing and ready to buy.
4. Provides the inexpensive repetition of ads needed to establish buyer patterns – weekly exposure with additional exposure through second and more readings. (Restaurant clients are free to take a copy to share with other friends or put it back in its holder for the next customer to enjoy).
5. You  don’t find big and small potatoes” All advertisers are seen as equals, in a fun-loving group, rather than individual advertisers – big and small as in newspapers. All ads compliment each other and add to the results received by all. This "shopping centre" type approach to uniform sizing and style characteristics of ads acts to sell a very positive view of the advertisers and his products/services. The fact that the ads are all the same width and are laid out down the sides of the paper, it does not allow a "big potatoes, small potatoes" type of mental judgement about the advertisers.
6. Reinforce the message: When Coffee News ads are used in conjunction with other advertising – TV advertising for example -the Coffee News advert becomes a re-run of the TV commercial in the reader’s mind. For less than a fraction of a cent per reader, that particular advertiser had 5,000 people visually see his commercial, thus substantially increasing his TV results.
7. Exclusivity. All advertisers are given exclusive rights to advertise their business category in their issue of Coffee News. For example: Only one local doctor or plumber will at anyone time advertise  in a local edition of Coffee News. Competitors must go onto a waiting list until space is available. As such,advertisers who join up early are in the best position of keeping their Coffee News unavailable to their competitors.

If it takes the average reader eight to ten minutes to read Coffee News (a one pager) and 15 minutes to read a daily, 48 page newspaper, the reader has already given Coffee News and its ads 6 to 12 times more scrutiny than the daily.

Why Is Coffee News Distributed To Restaurants?

• Research by Coffee News HQ indicated that people are more receptive to advertisements when they are hungry and in a good mood. It can be related to the story about the hungry lion. The lion is more aware before a meal than after a meal.
• Restaurants are an ideal selector of the target market. Patrons who can afford a restaurant meal are either wealthy or aspiring to be wealthy. Therefore they have money to spend at businesses who advertise in Coffee News.
• Restaurants are ideally located in the natural community; they are situated next to the businesses who advertise and the people who read Coffee News are the people who spend money at these businesses.
• Coffee News is permission based; people choose to read Coffee News. Coffee News is not pushed through car windows, or into post boxes. Coffee News is read because it wants to be read. This is another reason why distribution numbers are a useless measure when deciding on an advertising medium

All Coffee News Ads Are The Same Size. Why?

In newspapers and other competing advertising mediums big bucks buy big ads and small to medium businesses can only afford small ads – big potato small potato. In Coffee News no business is discriminated against because of an inferior advertising budget. All ads are the same size.

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.

Image by be OH be via Flickr

I was asked the question above and will try and explain:

• Advertising’s success depends on how many times you can repeat an advertisement in the face of a potential client; therefore a new edition of Coffee News is printed every week with new content. Because of that many of your readers become regulars. Now. Remember the ads stay the same week after week. Let’s get back to the readers. Because the content change weekly they go to their favourite restaurant weekly and get the new Coffee News. And every week they get to see the same ads over and over. This other publication gets printed monthly. Therefore people will only read it once a month. And the advertiser gets limited or no repetitive exposure.
• When you sit in a restaurant reading the newspaper you want the reader to take action and support the advertisers. Let’s say you are a pharmacist advertising in Coffee News. Then the reader can get his meal, go next door to the pharmacy because Coffee News is published for a suburb in a suburb. Let’s say a pharmacist advertise in the other publication. The reader may be sitting one hour away from the pharmacy because the other publication distributes, not only monthly, but regionally. With Coffee News even your small local businesses can and will advertise because the readers and the restaurants are next door.
• Coffee News is a media publication and you know what that entails; printing, content writing, distribution and selling of ad space. With Coffee News you, as the publisher, will have all your time to focus on marketing, distribution and printing. You don’t have to spend endless nights of your time researching and writing content, because all the content is written for you, weekly and send to you six weeks in advance. (The other publication cannot spend all their time on marketing because they have to write content).
• Coffee News  has a very unique design and layout that’s copy righted. Some of these unique design points are based on sublimal ideas. These unique techniques are shared with Coffee News owners.
• The fact that Coffee News is a one pager may seem irrelevant but when you know that the ads are on both sides and edges of the newspaper then you agree that the ads are always within eyes way. With any other publication the ads can become irrelevantly-out-of-site.

There are more differences but this is enough for one day.

Is a lion is more receptive when hungry?
Coffee News is distributed in restaurants on a weekly basis for people to read while waiting for their meals.

The Positive:

Are you ever in a bad mood once you’ve read an amusing positive story?

The Fun

Coffee News uses funny stories and cartoon-characters to get the business message across. A fun cartoon allows the advertiser to create a mental “hook” with the reader and the funny stories help make the reader receptive to the message.

Distance:

How far will people travel for the daily shopping?

Not more than an average of 3 kilometers. Why should a pharmacy advertise to people outside of its 3 kilometer radius? Advertising in a newspaper covering a 10 km radius is a waste of money. Coffee News allows you  to advertise where it matters most. – in your neighbourhood

……..and many more reasons why COFFEE NEWS is more effective.