by Carol Henrichs

Created on: September 18, 2009   Last Updated: May 12, 2011

During an economic downturn or even a recession, small business professionals and planners must retain their focus. Economic problems are cyclic. Second only to staying in business, a temporary slow time can be a business opportunity. The time should be used to focus on the future-to prepare for the inevitable upturn in the economy.

Small business is not unlike a car that can lose traction when braking on icy pavement. Business too, can lose its grip by hitting the brakes on day-to-day marketing and advertising practices. The result for both is the potential skid out of control, potentially causing irreparable damage. One of the key tools for business to stay at the ready when the crisis wanes, is to continue to use local media.

Consistency is key

To stay in control, small businesses must retain a high level of consistency. Consumer confidence should remain an emphasis during a crisis. A business that is able to weather the storm is one that will inspire a customer's trust. Such continuity will likely be rewarded once the economy stabilizes. This kind of maintenance will ensure that when indicators show positive signs of recovery, business will be ready to resume effortlessly, rather than have to reinvigorate what has been lost.

Advertise in the local newspaper

Often times the best solutions are the simplest ones. I n the case of marketing and advertising for small business, look no further than the local newspaper which continues to offer the most return for the least investment.

Now more than ever before, newspapers are eager to help businesses that advertise. Not only are newspapers facing similar economic conditions, but their problems are magnified by the challenges of a changing industry.

Success will incorporate print and online solutions

As newspapers are forced to stray from long-held practices, they are open to trying new things with both online content and advertising. Businesses that partner with local media may benefit from the newspapers' experimentation into new venues.

Print publications will likely remain for the long term, but only as part of a multi-use plan. The newspaper industry has begun to recognize the value and necessity of both print and online publishing.

Newspapers ads are necessary and useful

No matter what happens with online media, there will always be a benefit for small businesses to advertise in local newspapers. No doubt digital media will expand, but there will always be print publications to fulfill a need for consumers who opt away from online shopping.

They will still want to buy the paper. They will clip coupons. If they have an accident, they will look for an ad for a local tow truck operator. At tax time, they will seek out an ad for the local tax preparer. Print media is here to stay.

Newspapers and their advertisers will expand online business, but there remain vast numbers of people who do not have or will not use a computer. They continue to rely on the local newspaper for news and to meet their small business needs.

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