Why print

ads work

Print publications that are correctly managed and focused get great results for advertisers. 

It's the big secret Big Media doesn't want you to know. Why? Because Big Media long ago gave up on print to focus on online content. Publishing on the Internet is far less expensive than print publishing. Regional reporting is far less expensive than local reporting. But the combination of gimmicky online news websites and a lack of local coverage is killing Big Media. 

SHORE DRIVE LIVING and EASTERN SHORE FIRST show that good communities want good local print coverage. This creates anticipated publications with advertisements that work. 

Remember: Big Media is all about its own profit margin. Eastern Shore First and Shore Drive Living are all about ensuring your business meets its profit benchmarks.

Problems and solutions

PROBLEM: Print publications lost advertisers because they cut staff — which means they cut local inventory. Newspapers rely on reporters and advertisers to produce inventory: stories, photos, commentary. Fewer reporters mean less local news and more regional and national news, and local advertising only works when it is paired with local news. This is counterproductive — most businesses seeking to grow and survive actually expand inventory.

OUR SOLUTION: Shore Drive Living and Eastern Shore First, both free monthlies, dedicate themselves to hyperlocal, community-based stories and information you won't find anywhere else. LOCAL CONTENT HELPS LOCAL ADVERTISERS. LOCAL ADVERTISERS HELP LOCAL CONENT.

THEIR PROBLEM: Successful print pubications serve a "community" — a geographic community or a community of interests. But the broader the community gets, the less applicable and relevant the information gets — people on the Eastern Shore of Virginia don't consider Maryland or Delaware news as local. People in northern VIrginia Beach and northeastern Norfolk don't consider news from Chesapeake, Portsmouth or Suffolk as local. But as reporting staffs were cut, outside news took the place of local news. 

OUR SOLUTION: Shore Drive Living and Eastern Shore First serve geographic communities and communities of interest. Both areas are proud communities inhabited by people with a profound interest in them. Stories are local and geared to serve these communities. That's the historical recipe for print advertising results. 

THEIR PROBLEM: Online newspaper advertising has built-in barriers. Studies show online ads are a bother to readers. Online paywalls mean people must pay to look at your advertisement. 

Because online news is inherently urgent, readers look for online breaking news — and they will scroll past your advertisement is search of it. A 2016 survey showed 55 percent of viewers read a story for 15 seconds are fewer. Of that 15 seconds, how long do you think they focused on your advertisement, which accompanied the story?

Online advertising is also tone-deaf — do you really want your bank advertisement popping up on an online story about a bank robbery? Do you want an advertisment about your new bakery popping up on a story about a new diet craze? Do you want your bar and restaurant popping up on a story about a DUI crash?

OUR SOLUTION: In Shore Drive Living and Eastern Shore First, the advertisements last a month — they are monthly publicaitons. The advertisements are hand-placed in positions where they will get the most impact. The robust content and calendar of events ensures the publications will live on the coffee table or near the recliner for the entire month. Your advertisement will be seen repeatedly. Further, readers expect advertisements as part of a publication — they are part of the experience. Your advertisements are expected, not a nuisance.

THEIR PROBLEM: Big Media never counted on the impact of Facebook, Twitter, Instagram and other social media sites. The truth is, social media sites are making news websites insignificant. So Big Media uses links on social media to get "clicks" on its local news — and then tabulates those clicks to it can show how "successful" its website is when trying to sell advertising.

OUR SOLUTION: Shore Drive Living and Eastern Shore First have a social media presence for one reason — so it can put print ads on Facebook and Twitter several times each month, free of charge to the advertiser!

ASK ANY NEWSPAPER REPORTER, EDITOR, SALES REPRESENTATIVE OR PUBLISHER — CORPORATE INTERESTS AND STOCKHOLDERS KILLED PRINT COMMUNITY JOURNALISM, NOT THE INTERNET. THE PERSONAL RELATIONSHIPS, THE LOCAL COVERAGE AND THE COMMUNITY KNOWLEDGE ENDED WHEN THEY CHOSE WEB NEWS OVER PRINT. THEIR WEBSITES ARE COLORFUL AND FANCY, BUT WHEN WAS THE LAST TIME THEY TOLD A NICE STORY ON YOUR STREET OR IN YOUR TOWN?

With Shore Drive Living and Eastern Shore First, we're showing them what they missed.