Bigger Is Not Always Better ...

At least when it comes to newspaper ad size.

As I've suggested to clients and readers for more than 15 years, the bigger the newspaper ad the more noticeable it becomes ... which usually means more readership. More readership often results in increased response. However, that increase in response very often does not equal or exceed the extra cost of the larger ad. This is particularly true once your ad reaches 1/4 page.

The same is true with running color versus black and white ads. The color will cause more readers to notice your ad and may bump response a little ... but usually not enough to justify the extra cost.

The Poynter Institute recently conducted an eyetrack study that, although not specifically focused on direct response, suggested the same thing.

Copyright 2007 by Galen Stilson