The era of fake news has changed the playing field and undermined the credibility of media and information sources. I understand how important it is to make your company stand out in this crowded and sometimes confusing digital space. How can you ensure that your message rises above the noise and is taken seriously? At least not by advertising in the newspaper. Not even if nicely packaged in an 'advertorial'. Readers pierce right through this.
And yet many entrepreneurs pay money every month for a newspaper ad, while wondering why it hardly pays off. Here are six concrete reasons why advertising in newspapers will not get you anywhere as a knowledge entrepreneur. And what does work.
1. Advertising in the newspaper does not feel fair
Readers automatically distinguish between what a journalist writes and texts for which someone has paid to have them published. They feel that difference, even if it is not explicitly stated. Editorial content, such as a newspaper article or interview, scores structurally higher on trust than paid advertisements. The same goes for advertorials: readers increasingly recognise them as sales pitches.
In a time when trust is scarcer than ever, authenticity is your strongest asset. Readers want to know who you are, what drives you and why you are the expert they should believe. You don't tell that through a paid newspaper ad. You do that by making your voice heard in real, deserved media coverage.
2. Quantity does not work, quality and relevance do
It is tempting to be present everywhere: advertising in newspapers, posting on social media, distributing press releases. But a deluge of messages that touch no one is worse than silence.
Focus on content that really says something. One well-placed article in a relevant trade journal or a sharp opinion piece in a national newspaper does more for your credibility than a dozen advertisements. Choose the channels your target audience really pays attention to, and connect with what is on their minds.
3. You don't build relationships by advertising in the newspaper
Just like in the real world, PR is all about relationships, not media budgets. Of course, your story needs to be compelling and of interest to a wide audience. But don’t underestimate the influence of the ‘likeability factor’. Invest time in building good relationships with journalists, bloggers and other influential people in your industry. If you become a reliable source of information, they’ll be more inclined to tell your story. Networking isn’t just about ‘who you know’, but also about ‘who knows you’.
4. Interviews and opinion pieces build more authority than newspaper advertising
Do you want to be taken seriously as an expert? Then you need to be visible as an expert, not as an advertiser. There is a substantial difference between an advertisement with your name in it and an article in which a journalist asks you for your opinion.
Give interviews. Write opinion pieces. Share knowledge that helps others. This is how you build a reputation that sticks long after the newspaper has gone into print. In fact, you will then be seen as an authority, which increases your credibility and gets you more attention from the media.
5. Persuasiveness is in your message, not in your media budget
People do not move on the basis of paid messages. They move on the basis of stories that touch something inside them.
At the heart of my work as a hypnotherapist is the power of persuasion and communication. As in approaching the media 😉 . Hypnotherapy teaches you how to communicate your message at a deeper level, making people more likely to listen and act. While hypnotherapy may not be suitable for everyone, elements of it can be useful to improve your communication skills.
A strong story with a clear message, told by someone who comes across as credible: that is what journalists pick up. No advertising budget in the world will buy you that.
6. Be prepared, even when things go wrong
Negative information spreads fast. Especially online. Advertising in the newspaper does not protect you if something goes wrong. A strong media position does.
The large amount of fake news circulating may present challenges. But it also presents opportunities for companies to distinguish themselves through honesty, quality, relationships and expertise. By applying these principles, you can ensure that your corporate message is truly heard and trusted in a world full of information noise. This is many times more powerful and effective than newspaper advertising.
If journalists know you as a reliable source, they are more likely to talk to you first before publishing a story. That is the silent added value of free publicity that nobody tells you: it is also your best buffer in a crisis. Make sure you are ready with a crisis plan and that your team knows how to communicate quickly and clearly when it matters. How you handle a crisis can make the difference between reputation damage and recovery.
What does newspaper advertising cost anyway?
For those who still want to compare: a small ad in a local newspaper starts from a few hundred euros. Regional newspapers quickly reach a few thousand euros per placement. A national title like the Telegraaf or Volkskrant? That runs into tens of thousands of euros for a page. And even then you haven't earned anything in terms of credibility.
Free publicity does not cost money. It does take time, a good story and the willingness to show yourself as the expert you are.
Conclusion: newspaper advertising or free publicity?
For local shopkeepers or companies that want to promote a specific campaign, advertising in the newspaper can make sense. But for knowledge entrepreneurs, coaches, consultants and B2B service providers, free publicity is structurally more effective. It builds authority, strengthens your credibility and brings customers to you, without having to pay for it.
Would you rather focus on generating free publicity? Then book a strategy session with me. Together, we’ll assess your newsworthiness and whether you and your business are ready to make the move into the media.
Linda Graanoogst
Linda Graanoogst is PR and Media Trainer and founder of Blooming Publicity. She helps entrepreneurs and experts to get into the media with ease, so that clients flock to them.
Frequently asked questions about newspaper advertising
Is newspaper advertising still effective in 2025?
For local retailers and companies with a local target group, an ad in a door-to-door newspaper or regional newspaper may still make sense. For knowledge entrepreneurs, coaches and B2B service providers, free publicity is structurally more effective: it builds authority and trust in a way that paid advertisements cannot.
What does a newspaper ad cost in the Netherlands?
Costs vary greatly. An ad in a local newspaper starts at a few hundred euros. Regional newspapers quickly charge several thousand euros per placement. National titles like the Telegraaf or Volkskrant run up to tens of thousands of euros for a page.
What is the difference between advertising and free publicity?
With advertising, you pay for space. With free publicity, you earn attention because a journalist finds your story worth telling. The difference in credibility with the reader is huge, and this is reflected in the effect on your brand awareness.
Does an advertorial work better than a regular newspaper ad?
An advertorial looks like editorial content but is paid. Readers increasingly recognise this. A real publication, where a journalist himself chooses to write about you, structurally has more impact on your credibility.
How do I get into the newspaper for free without advertising?
By working on free publicity. That starts with a newsworthy story, knowledge of how journalists think and a good relationship with the press. Submitting an opinion piece, offering yourself as an expert for reactions or sending a good press release are concrete ways of earning attention instead of buying it.
