PRESS

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The written press is a set of printed publications that are distinguished according to their periodicity, which can be daily, weekly, fortnightly, monthly or yearly; or simply a newspaper.

The positive aspects of this medium are:

Capacity for Segmentation

In Spain, there are around 200 local, regional and national newspapers (with different editions). This peculiarity makes it a medium that allows us to use it to segment by geographical criteria. At least in each province there is a newspaper.

Multiple Formats and Sizes

It is a medium that allows us to easily articulate our advertisement, from the 1×1 module to the full page, in colour or black and white. It also allows you to choose location (with surcharge).

Immediate recruitment

A press campaign can be activated very quickly (24h) due to the ease of placing the ad, it is not a very restrictive medium except in very specific locations: Front Page, Back Page, Section Covers, and First Third.

Reactive Medium

The immediacy of negotiation and contracting makes it a very reactive medium, i.e. it allows us to use stimulus or quick-response advertising, offer campaigns, price campaigns, calls for tender, word-of-mouth or time-limited advertisements (holiday packages, cruises, cars, etc.).

The negative aspects are:

Low reading rate

Unfortunately the reading rate of the population is 35%, with marked differences between the North and the South (lower rate). This means that although there are many media available, their consumption is low compared to other media.

Little Interactivity

Only by including references to the web, bidi code or QR code in the creativity will the reader be able to expand on the information or provide it with stimuli, it is a flat medium, message and image, text and photo, where the quality of the paper does not help either.