why advertise?Strong Credibility

The Edmonton Journal has been part of people’s lives since 1903. A leader in the community, the Edmonton Journal is the most-respected source for news and information in the Edmonton area – lending credibility and impact to the advertising messages that appear in its pages.

Committed readerShip

Our readers are committed to our products – they pay for the information that the newspaper contains.

audienCe attention

Newspapers are an active medium inviting a high degree of reader involvement. Advertising is integral to the product; consumers read the newspaper as much for the advertising as for the editorial content.

high FrequenCy

Daily newspapers allow you to advertise often, which quickly increases your reach to your target market and talks to your audience when they are ready to buy.

Shopping guide

Daily newspapers are the most-used source for information about most products and services. When a consumer is ready to buy, newspaper advertising has the greatest impact.

timely

You are able to get your message into the Edmonton Journal with as little as two days’ notice, allowing you to respond to changing competitive and market conditions.

extended reaCh

In addition to strong readership in the Edmonton CMA, the Edmonton Journal also blankets northern Alberta.

attraCtive audienCe

While providing strong reach to all demographic targets, the Edmonton Journal demonstrates exceptional strength in reaching adults who are well-educated, high-income earners and employed in managerial positions.

home delivery

Most Edmonton Journal readers read their newspaper at home where important purchasing decisions are made. The majority of copies of the Edmonton Journal are sold to home subscribers.

key reasons to advertise1. advertiSing eStabliSheS ContaCt Print advertising is instrumental in making contact with consumers and

initiating the sales process.

2. advertiSing buildS awareneSS and preFerenCe Advertising generates awareness, which leads to brand preference and a

predisposition to buy a specific product or shop at a specific business.

3. advertiSing helpS maintain and grow market Share If your competition is advertising and you are not, who has the advantage?

Current customers are moving away and potential ones are moving into the

market. Introduce your company to them through your advertising.

4. advertiSing helpS make the Sale Advertising generates store traffic and attracts a knowledgeable consumer who

is ready to buy.

5. advertiSing Frequently maintainS preSenCe People forget, and have new needs and wants every day. Consumers are

constantly coming into the market at different times, and advertising keeps your company top-of-mind.

benefits of advertising in the Edmonton Journal

Advertising is the art & soul of capitalism. It captures a

moment of time through the lens of commerce, reflecting and

affecting our lives, making us laugh and cry, while simultaneously

giving traction to the engine that propels this free market economy

forward into the future.

— Jef I. Richards

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1. Is well-organized and attracts the reader’s eye by using the basic

principles of advertising design: proportion, balance, contrast,

movement and unity.

2. Features a dominant element, such as a photo, to grab the

reader’s attention and convey the sales message at a glance.

3. Uses white space – white space directs the eye and allows it to

focus on a particular element in an ad.

4. Goes for an uncluttered look – key points should stand out.

5. Uses no more than three typefaces.

6. Uses either spot colour or four-colour photos or illustrations to

grab the reader’s attention.

7. Draws the reader’s eye to your logo.

copy that sells

where do you start?Most advice on creating good ads begins with the art (i.e. copy and layout). Believe it or not, that’s not where good ads start. They start with sound marketing. So before you even think about copy or layout, you must first develop an on-target marketing strategy. WhAT Is yOUR cOMpANy’s pOINT Of DIffERENcE? WhO Is yOUR TARgET MARkET? WhAT Is yOUR ADvANTAgE OvER yOUR cOMpETITORs?

good ads have four things in common: they create attention, interest, desire and action.

attention – Grab the reader’s attention with headlines, type, white space and visuals.

interest – Make the copy interesting, easy to understand and benefit oriented.

desire – People read ad copy to find out how your product or service benefits them. So make sure the copy answers the reader’s question: “What’s in it for me?”

action – Urge the reader to act now – and make it easy to do so.

include the basics – Give complete and specific information – include all styles, colours and sizes in your ad. Give good ordering information. Include phone numbers, store address, store hours and website address.

layout that attracts customers

things you need to know:• Know your customers

• Know what sells

• Know your market

• Know what makes your business unique

• Know your competition

• Know your budget

• Know what's hot

Make it simple.Make it memorable.

Make it inviting to look at.Make it fun to read.

— Leo Burnett

the art & science of a good ad

There’s a nuclear reactor in the tunnels underneath the dentistry building at the University of Alberta.Did you know?

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