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Newspaper Ads

Newspaper Ads: Different Approaches

Transit systems in rural and small urban areas often have a promotional advantage in their local newspapers, which usually have more loyal readers than big-city publications. Newspaper ads are an effective way to raise awareness with the general public and communicate important information such as the launch of new service or changes in service. They can also be used to print free-ride coupons to build trial ridership. 

A man is getting off a bus in a Calaveras Connect advertisement.

These newspaper ads for Calaveras Connect illustrate different approaches to messaging. While all ads feature purposes for riding the bus, they do so in different ways. One features a photo of a key destination, one uses a rider testimonial, and two show route information for specific routes.

A poster that says where will you go next time ride transit.

Newspaper ads in the Big Bear Grizzly helped Mountain Transit promote two aspects of its service: important days-of-service information, as well as the fact that connections could be made in nearby San Bernardino to travel throughout the region. The ads used characters and stories from a broader regional campaign that was implemented through San Bernardino County. These content elements would be recognizable from previous digital ads and social media posts geo-targeted to the Big Bear region.

Bluegrass RIDE Georgetown advertised in their local newspaper on an eight-week schedule. They started with ads to promote the preview event at which they showed off new vehicles and shared information, followed that ad with ads to inform readers of the service launch date and details, and, finally, ran ads announcing the arrival of the new service. All ads had similar graphic elements to tie them together across an eight-week run.

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