Most Printers Won’t Advertise Locally

QUESTION:

Do you advertise locally (newspaper, radio, billboards, etc.)?

NO: 88%

• Advertising to the public does not target the correct audience for our business. — Ryan Clark, Direct Edge, Anaheim, California
• Unfortunately, our local newspaper and radio spots don’t generate any business for us. I handle social media, but being short staffed and extra busy, it’s been hard to keep up on advertising! — Stephanie Wise, Print Express, Torrington, Wyoming
• The clients we seek are on a national level or wholesale. — David Kaiser, Digitype Design, Tualatin, Oregon
• Our services are very specialized, so a mass advertisement would not be cost efficient. We use online ads, community interaction, and SEO to advertise. And, of course, we rely heavily on word of mouth to promote our business. — Jim Dittmer, JDA Creative Color, Gresham, Oregon  
• We have been referral based for 50 years. — Christine Walsh, Alpha Graphics, Baltimore, Maryland

YES: 12%

• We advertise locally, but it’s typically via trade with the media partner. We’ll produce signage for events or company vehicles in exchange for airtime, ad placement, etc. — Rob Matthews, M3, Greensboro, North Carolina
• Occasionally we have done radio advertising, but prefer to do online spend where results are easier to track. — Wade Neff, Strategic Factory, Owings Mills, Maryland
• We regularly advertise in our regional business news publication. — Jim White, Go Graphix, East Longmeadow, Massachusetts