What are the implications of the demographics of loyal newspaper subscribers for the use of this medium to reach healthcare consumers? Like many healthcare organizations, Yale-New Haven Hospital (YNHH)

was being asked to do more with less when it comes to marketing.

Given its moderate advertising budget and the area’s high media costs, YNHH had focused its advertising in the past on billboards, newspapers, and the Yellow Pages. Advertising via radio, television, and magazines was considered too expensive. From 1995 to 1999, the bulk of its advertising dollars went into three-quarter-page display ads in daily newspapers across Connecticut. These ads, developed through a lengthy review process with a traditional advertising agency, were ineffective in increasing consumer awareness because the limited budget prevented consistent exposure to the public.

To find a more effective yet inexpensive means of advertising, YNHH considered banner ads in newspapers. These ads are small strips that are 2 to 3 inches tall and range from 5 to 12 inches long. Usually one topic is covered per ad, and they may or may not include artwork. Banner ads are designed to pop out by using color and regular placement in the same place in the newspaper. They generally run on a daily basis and are placed at the top and bottom of the front page. The cost of the banner ad depends on its size and location. Most banner ads include a “call to action,” giving the reader an opportunity to respond to the pitch.