Even in this age of digital media, newspaper ads can be effective in certain circumstances.
Branding your company can still be accomplished with this method if you sell a high-end product on a national scale and your intended audience reads a certain newspaper on a regular basis – such as The Wall Street Journal.
Keep in mind that branding requires consistency; so you need to run your ad over a period of time in several issues. It usually takes several impressions for your intended customer to take notice.
If you are selling consumer products locally from a retail location, you can attach an offer to the ad that then creates a situation where you get direct response to your ad – cut out the ad and get 10% off your next purchase, for example.
Budget: As much as $1500 per quarter for each small B/W ad, such as 1/6 page
1/2 page to full page ads can cost from $5,000 to $10,000 per quarter for B/W