INTRODUCTION
While getting an unpaid feature on a local morning show, a story in the newspaper or a mention from a respected food reporter can provide important exposure for your restaurant, earned media isn’t always predictable.
Shrinking newsrooms and lack of beat writers are among several reasons why garnering media coverage is harder and harder these days. This is where paid media opportunities can make sense.
Here are some situations when restaurants should consider paying for media.
HOW RESTAURANTS CAN USE PAID MEDIA TO REACH MORE CUSTOMERS
If your restaurant is in a market with dozens of other restaurants competing for customers, you’re also competing for limited media attention. A paid media opportunity may be worth looking into when it provides access to an audience that is difficult to reach through earned media alone.
For example, a local boutique magazine may have an upcoming food & beverage or hospitality issue. If the publication reaches the type of customers you want to attract, purchasing an ad could be a strategic way to put your restaurant in front of that audience while the issue is focused on a relevant topic.
HOW PAID MEDIA GIVES RESTAURANTS MORE CONTROL OVER THEIR MESSAGE
Earned media coverage comes with no guarantees. A reporter or producer can decide whether to cover your restaurant, what to include/exclude and how to present it. The resulting coverage may not emphasize the exact details you want customers to know.
Paid media gives you more control over the message, placement and timing, whether it’s a sponsored article or a paid TV segment. Depending on the opportunity, you may be able to highlight a new menu, promote an upcoming event or announce an opening.
HOW RESTAURANTS CAN BUILD RELATIONSHIPS WITH LOCAL MEDIA
Many media outlets say they keep advertising and editorial coverage separate, but in reality, that line isn’t always as clear-cut, particularly at local and regional outlets with smaller staffs and tighter budgets. For example, a 2025 study of newspaper coverage in India found a correlation between corporate advertising and the amount of favorability of news coverage those companies received.
Buying an ad can help get your foot in the door and establish a relationship with a media outlet. This also makes your restaurant more familiar when future coverage opportunities come up. It doesn’t guarantee an editorial future, but it can be another way to get on the outlet’s radar.