Newspaper advertising expense have obviously, like everything else, ranged, changed, and cycled from high to reasonable to absurd again. And with the latest realities for paper news the commensurate newspaper advertising costs might seem daunting: newspaper circulation has declined over the last half year, those involved speculating that readers are leaning toward online news sources and “other media outlets” (LBN and Michael Levine, star reporter).

But while, according to the above sources, such circulation rates have fallen for top newspapers like USA TODAY, THE WALL STREET JOURNAL, and THE NEW YORK TIMES, the form of advertising is still a leading form for branding and identity and exposure…so newspaper advertising costs, whether they rise or not in response to the circulation woes, should be accountably proactive in one’s advertising endeavors.

Keep in mind that newspaper advertising costs are adjusted for cost of living, inflation, and subscription sales (circulation).

According to the Bureau of Labor Statistics and writer Elise Burroughs, newspaper productivity has also fallen. Or it had, between 1987 and 1997. Commensurate with these stats is the information also put forth by BLS and Burroughs that newspaper advertising costs, or the “newspapers’ share of total ad dollars dropped from 26.8 percent in 1987 to 21.8 percent in 1998.” This might or might not be some consolation. Most likely, it will negatively impact, as, for example, one index maintained by VP and director of forecasting Robert Coen reveals that advertising costs for national advertisers spiked by 6.8 percent in 1998, for instance, but for other years reveals much “slower increases.”

But newspaper advertising costs, while reflecting the dips in doing and driving/selling, still might be justifiable expenditures for those in the market for making themselves known, reputed, or even household names. If small businesses, for instance, who usually do not profit but lose from news ads, follow some professional and experienced advice, that is. For example, at , they recommend the following:

Use a big product ad rather than a series of small recurring ads.

Use punchy (and therefore engaging) headlines and captions.

Use sharp and snappy photos/images.

Include sell copy and location information for the potential buyers.

Run service ads in the appropriate papers and sections—where your potential buyers will be likely to look.

And while the punchy headline is not as necessary to the service ad, clear and motivating information message is.

And, the sources remind, (despite newspaper advertising costs that might work against this) readers expect sales, deals, and specials in ads, so try to trump up a discounted deal, a coupon, or a an “I saw the ad” referral comment discount for the readers who are your potential customers.