Thread: Help with Newspaper Ads for Classes

Earlier this year, a thread was started about advertising to promote gigs. In some of those threads, teachers mentioned that they had used newspaper ads to promote their classes, to great effect.

I'm thinking about doing this same type of advertising for my classes and I'd appreciate some help with it from the amassed knowledge and experience of my fellow Bhuzzers!

Publication: I'm thinking of working with local editions of the major newspaper in my area because I think the cost might be less. Assuming the cost for the main newspaper isn't out of my reach, is the main edition better than the locals?

Copy: I suppose the simpler the better (meaning, the fewer words the better)? A good photo probably helps, too, eh -- draws the eye?

Size: maybe one or two columns in width? Is narrow and long better than wide and short, or does it make any difference?

Placement: will I have some say in this? Suggestions?

Run length: As my classes run in sessions, would a good blast, that is, several runs in the few weeks before each season be enough, or should I plan on running ads continuously?

Other things I need to know/think about/etc?

I appreciate all your help!

Deborah

Newspaper grunt here... years of experience... fwiw. Just some ideas...

You might get better exposure if you run it every other day, or in the Sunday living section, the Wednesday (or whatever day) food and family section, etc. -- the person you talk to on the phone ought to give you an idea of your options. Get a good idea of what the paper does on a given day... there's often a Friday section where they pimp the local weekend activities, a "Food" or "Community" section on another day... the advertising department should be able to tailor a package for you.

If you have a special event coming up, you could even write up a "press release." A lot of times papers go begging for content and just throw in lots of AP wire copy to compensate.

They will try to place your ad in the proper section, say, not in sports or classifieds... you have to specify where you'd want it, right or left facing page, etc.

Anything less than a 2x4 (2 columns by 4 inch high) ad will probably not immediately grab the attention. That's why it's good to alternate. I had a teacher who thought she could just run one ad one time and everybody in the world would see it. SIGH.

Keep wording to a minimum. You want to hit the high points, not give them a treatise on Oriental Dance.

A photo might work, but the printing process for B&W is not kind to photos unless they are pretty high in contrast. A drawing or another kind of line art might catch the eye better. Photos can really get mudded out.

Hey, I could even build you an ad... been building ads for years!

Ghazallah

Also a former adwoman here -- agree with everythign Ghazallah said.

Formula for successful ad -- high-contrast picture to catch the eye, BIG headline that makes 'em curious, minimal body copy & your webbie/phone number.

My most successful ad to date says "BELLY DANCE CLASSES" in big type (don't try to be clever with a headline, that's unusual enough! And it's best to be clear) Under that it says "Sound like fun? It is!" and my phone & webbie & the city/cities I was teaching at the time.

Don't underestimate the power of free listings in the calendar section of the paper, though! Your inclusion there will depend on the space available on a given day, but I'd send the calendar editor a note EVERY time you're opening registration. I get such a great response to my free calendar listings that I don't bother with paid newspaper ads any more -- I put all my dollars into one of those colorful coupon/ad magazines that gets mailed. I get a good response to that, too.

Keep in mind, though, that a good response doesn't necessarily mean you make back your ad investment right away. You have to think in terms of what one new customer will be worth to you over the lifetime of your relationship. Some will sign up for just one session, some will stay for years and bring in 5 new students via word of mouth.. the average is somewhere in between.

The advice above is good, nothing much to add. But I would say that you should be sure to review a copy of the ad before it goes to print. At least in this part of the world, the local paper seems to hire complete dimwits (or perhaps just throws them too much work at the last minue) and I have had to correct mistakes galore. The best one was when the headline said "NELLYDANCE!!!" Fortunately, they'd also put the ad in the wrong paper, on the other side of town, so hopefully my reputation wasn't too ruined.

OMG. "Nellydance..." that's a different thing entirely.

Our local paper once refused to run an ad I wanted, and I had to reword it. The phrase they objected to was "Find muscles you didn't know you had." I think you have to work pretty hard to find that salacious! ;-)

Actually, the classified person I spoke with on that occasion was so intent on discouraging me from advertising that I was astonished. ..c::

Originally Posted by ghazallah

OMG. "Nellydance..." that's a different thing entirely.

I'm dying...NELLYdance!

I do so much editing for my job. I would jump off the overpass if I let that mistake slide!

If you have a local free alternative paper, I would suggest that--we have the Sacramento News and Review, SF has the Bay Guardian and the SF Weekly. I'm sure there are more in Southern CA. People tend to pick those up. Also, college papers have better rates, but now isn't a good time because most people are out of school.

Newspaper ad rates are INSANE. They are dying due to competition from the web.

I second the press release idea. Papers need content! And an article about you (or by you, if you're a good writer) is much better exposure than a simple ad. It's also a form of third party endorsement which can be pretty strong social proof.

In addition to suggesting story ideas, you can offer yourself as an expert source for things like alternative forms of exercise, dance for health, etc. Then whenever a journalist needs a quote or info about your topic, she'll call you and bingo! Extra Publicity.

As long as you're sending press releases, send them to the TV and radio stations and other local magazines, weeklies, etc. Try to get free exposure before you shell out the cash for it.

Good luck!
Mira

Originally Posted by mish_mish

I'm dying...NELLYdance!

I do so much editing for my job. I would jump off the overpass if I let that mistake slide!

Yeah, what was extra-good was the guy offered to make it up by providing another ad for free....only he couldn't understand why I didn't want one in the paper it had originally gone in, on the wrong side of town. Uh, buddy, people won't travel across the metropolis to go to a beginner's nellydance class. In fact, they hardly do that for bellydance, either...

Originally Posted by jewelbellydance

Yeah, what was extra-good was the guy offered to make it up by providing another ad for free....only he couldn't understand why I didn't want one in the paper it had originally gone in, on the wrong side of town. Uh, buddy, people won't travel across the metropolis to go to a beginner's nellydance class. In fact, they hardly do that for bellydance, either...

Ha! Good one!

Deborah

Originally Posted by ghazallah

OMG. "Nellydance..." that's a different thing entirely.

.w.: ..l;, ..l;,

Nothing to add, I'm just here to gleaning some great advice...