Do’s and Don’ts of Using Flyers for Advertising Inserts

                                                                                         

"You may already be using flyers as part of your marketing campaign. You probably have full color flyers hanging up in local businesses, supermarkets and maybe you’ve dropped them off door to door. Consider another method to distributing your flyers: as inserts in newspapers.

The cost to print full color flyers can range from $100 to $700 per thousand. The cost for one- or two-color or black-and-white flyer printing is substantially less, usually from $35 to $200 per thousand. To get your flyers into local newspapers as inserts generally only costs a little more; about 10 percent more than the flyer printing cost. Many printers will do all the work for you, collaborating with the newspaper to get your flyer in as an insert.

If you decide to use flyers as advertising inserts, consider the following points:

Don’t pick the wrong day of the week. Thursdays and Sundays are the worst day for your inserts to show up in the newspaper. Supermarkets usually debut their upcoming weekend sales and ads on Thursdays. And Sundays are when the coupons and the rest of the ads from Target, Lowe’s and other big-box businesses show up in the newspaper. You don’t want to compete with these behemoths. Readers will just pass over your insert to get to the companies that they know and love. Unfortunately, many small businesses don’t realize this and compete for insert space anyway. So, not only would you have to compete with the big businesses, but also the smaller businesses that have one-page inserts similar to yours.

Do pick the right day of the week. The best days to get your insert in the newspaper are Monday, Tuesday and Saturday. People usually call the first or second day after seeing an ad. So including your insert in Monday or Tuesday morning’s paper will bring in the calls those afternoons, which are generally the slowest days for many businesses. Fridays are not good because most people are gearing up for the weekend and they have other things to do than read the newspaper. You can also ask the newspaper’s sales department what days have the least amount of inserts and get yours in that day.

Don’t include your insert around the holidays. The weeks leading up to Christmas are the absolute worst time to get your insert in the newspaper. This is when the completion is fierce for businesses to get their inserts in. Generally the ones that do well have a product or service related to Christmas. If your product isn’t related to the holiday, don’t waste your money.

Do consider weekly newspapers. Weekly newspapers can work just as well as dailies and they generally cost about the same as an insert in a daily.
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