The Roundup’s advertising, design and production staff was rewarded for a year’s worth of effort May 22 when they were awarded four, first place Excellence in Advertising Awards from the Arizona Newspapers Association.
The Roundup won second place over all, with the White Mountain Independent taking first place.
The Roundup’s competition included all 85 non-daily newspapers in the state.
Members of the Mississippi Press Association judged the entries for the contest and determined the Roundup had the best black and white series of advertisements, most effective use of small space, best classified promotion and best pro-bono public service ad.
Advertising Director Bobby Davis said creating an ad is a team process. The process starts with the ad salesperson selling an ad and creating a concept with the client. That concept is taken to the production artists, who design an ad based on the business’ needs. Once proofed, the ad is sent back to the client for final approval and placed in the paper.
Creating an effective ad is crucial in advertising, Davis said, because it only takes two and half seconds for a reader to decide if they want to read an ad.
Davis suggests businesses use multiple, smaller ads as opposed to one larger ad to get readers’ attention. If a reader sees a small ad multiple times in one paper they are more apt to notice and make note of it, he said.
“Newspaper ads are still the best way to advertise,” Davis said. “Our penetration is much more than any other media. On average, 2.3 people per household will read a paper.”
Points earned in advertising will be added to the winning entries from the Better Newspapers Contest editorial in September to determine the Newspaper of the Year, which the Roundup has won the last 10 years.
The eight Excellence in Advertising awards the Roundup won are:
First place awards:
• Best Classified Promotion – Payson Yard Sales
• Best “Pro Bono” Public Service Ad – Women’s Wellness
• Best Black and White Series – Furry Friends
• Most Effective Use of Small Space – Charlie’s Meats
Second place awards:
• Best Online Ad – Tall Pines Realty
• Best Special Section – Summer Visitors Guide
• Overall General Excellence
Third place awards:
• Best Color Ad Series – Real Estate Section Cover
• Best Black and White Ad – Rim Country Lanes