Selecting Your Advertising Media
Coffee News® Celebrates 36 Years of Bringing Smiles to Readers Worldwide
Coffee News®, the beloved weekly publication that brings positive news, fun facts, trivia, and a splash of humor to communities worldwide, was thrilled to celebrate its 36th anniversary in 2024. Launched in Winnipeg, Manitoba, Canada in 1988 by founder Jean Daum, Coffee News® has grown from a single edition to a global phenomenon, now enjoyed by millions around the world. Coffee News® continues to be one of the most effective forms of advertising available to small businesses, and maintains a loyal and devoted readership in the digital age. “Our mission has always been to bring smiles to people’s faces,” says Bill Buckley, President of Coffee News®. “As we celebrate 36 years, we’re proud to say that Coffee News® continues to brighten people’s days with news, trivia, and more to be enjoyed over coffee. We are grateful to our readers, advertisers, and franchisees around the world for being part of this journey.”
Let’s think about why print media and the Coffee News makes good advertising sense? Advertising is done with print, radio, TV, and online digitally and can be done through direct marketing mailings, flyers, print ads, and digital or social media content. A lot of small business is poorly served by all advertising because you have to buy more circulation than needed. For example, you can create a radio ad for hundreds of dollars that reaches thousands of customers but half of those may live over one hundred miles from your business. One direct mail advertising campaign is designed for one particular date, while you could get the Coffee News reminding readers every week for a year. I would share that all marketing and advertising are equally beneficial and in fact compliment each other. Advertising in print media, such as the Coffee News, will simply replay your advertising on radio or social media in a customer’s mind.
The evolution of advertising has seen print in newspapers move into magazines, followed by moves into radio, TV and cable TV, and now digital. You have to know your audience and choose a media that reaches this audience. Finally, don’t get caught up in “cost per thousand” but instead focus on “cost per prospect.” Coffee News is in the community where people are shopping and eating. Interestingly enough, we are most susceptible to any advertising while eating because our mind is at a peak in awareness. Coffee News is designed to use this peak awareness. Washington County Coffee News is in 70 locations and if an average 30 people daily visit these locations that is 210 possible prospects per day or 12,600 per week seeing your business story! What number of prospects do a direct marketing campaign or radio ad reach?