In this "age of technology," where 68% of all households have computers, over 57% of adults in the U.S. still spend almost 45 minutes every day reading a daily newspaper. On Sundays that number jumps to 67%.

With these kinds of readership numbers, it should come as no surprise that newspapers get the biggest share of advertising revenue in this country.

What's this mean for you as a chiropractor? Simply, it's time to consider marketing your business in your local newspaper. You've got a captive audience of thousands people, ready and waiting for your message.

Statistically, almost 22% of all ad dollars go to newspapers!

But, more importantly for you, is the fact that over 85% of that money is spent by local advertisers-people and businesses just like you and yours who are looking to increase revenue, profits, and sales-simply by placing ads in their local papers.

Why Newspapers?
If the numbers above weren't enough to convince you of the advertising potential to be found in newspapers, consider the many advantages to advertising in your local newspaper.

* Unlike TV or radio, a newspaper ad can be examined at one's leisure.

* Newspaper ads can contain details, such as prices and telephone numbers or coupons, which are more difficult to get across in the electronic media.

* Newspapers offer a large variety of ad sizes.

* And, one of the biggest benefits is that-even though you may not have a lot of money in your budget-you can still place a small ad without taking a huge financial risk.

Think about the following scenarios and you'll quickly be able to understand how and why newspaper marketing can be just what you need to take your chiropractic business to the next level:

- Joe on disability leave from work because of a back injury caused by lifting a heavy box at the office. Because he has nothing but free time as he sits at home, he's reading every page
of the paper. Imagine his relief when he comes across your ad telling him that his back pain can quickly and easily be a thing of the past in just a few short treatments. When you offer to assess his back problem for free, it'll be all you can do to keep Joe from driving right down to your office at that very moment!

- Mary is an administrative assistant and her wrists and upper back are sore from all her daily tasks. On her lunch break, she likes to read the paper. Imagine her excitement when she sees your ad that gives her hope that her pain can be relieved in just minutes. When you write your ad to be empathetic, Mary feels like you must know exactly what she's going through (and, of course, you do…it's your job!) and she's cutting her lunch short to dial the 1-800 number you've provided in your ad.

- Lou was recently in an automobile accident. He's sought the opinion of a lawyer and the lawyer has instructed him to find a qualified chiropractor to assess his injuries and to begin treatment. Lou is flipping through the classifieds in hope that he can find just such a chiropractor. Imagine his thanks when he thumbs across an ad that speaks directly to his situation (e.g., Personal Injury case). Not only he, but also his lawyer, will be smiling ear to ear that you've positioned yourself to satisfy exactly what they're looking for in a chiropractor.

See, just with these few examples, you can quickly get an idea of how powerful a marketing tool the newspaper can be. Even with the advent of the Internet, newspaper marketing remains one of the strongest ways that local businesses just like yours can increase sales, patients, and overall profit margins.

And, the best thing about newspaper marketing is that you don't need to pay high priced marketers to do the work for you. Since you know your business better than anybody else, you can create your own high-pulling, effective newspaper ads in just minutes.

Don't think about increasing your advertising budget until you've give newspaper marketing a chance. You'll be surprised at just how easy, inexpensive, and effective newspaper marketing can be for you and your practice.