Newspaper Marketing Expenses : 8 Things to consider

Calculating and comparing newspaper advertising costs can quickly get complicated. Once you’ve tracked down a newspaper advertising rates card, you’re then confronted with the delightful challenge of creating sense of it all. There’s no “one size fits all” to make our lives easy. Instead, newspaper advertising costs be determined by numerous factors, some that you may find surprising. To answer the question, “Just how much does it cost?”, the answer would be: “It all depends.”

The initial factor that decides the expense of a newspaper advertisement, is the kind of ad. Most Australian newspapers offer numerous different types. Display advertisements appear throughout a newspaper, and may use colours, illustrations, photographs, or fancy lettering to attract the reader’s attention. These give a great deal of creative control over the information of the ad, without being limited by just text. naija news  In addition they aren’t grouped in accordance with classification, unlike classified ads. Display advertisements are usually charged at a rate per single column centimetre. Quite simply, the height in centimetres and width in columns determines the expense of the advertising space. On the other hand, classified ads are usually charged based on ‘lineage’ or per line.

Another form of advertising provided by most major newspapers are ‘inserts’ – separate advertisements which can be placed in the newspaper, and can have multiple page. Inserts are usually charged at a rate of per 1000 per number of pages. For the purposes of this informative article, we’re likely to limit our discussion to produce advertisements.

The third factor that contributes to the expense of a newspaper advertisement is the day of the week on that your advertisement is published. Typically, newspaper circulation is greatest on the weekends, and and so the advertising rates for major Australian newspapers are adjusted accordingly. In our exemplory case of The Courier Mail, the rates are cheaper on a weekday, more expensive on a Saturday, and most high-priced on a Sunday. For probably the most basic display ads, Saturday ads are 25% dearer than Monday – Friday ads, and Sunday ads are almost 90% dearer than Monday – Friday ads.

This pattern may vary though, with regards to the circulation of a certain publication. As an example, The Age is most high-priced on a Saturday. To illustrate simply how much of a distinction it generates – a tiny page strip ad in The Courier Mail on a weekday would be at the very least $2457.42, and the same ad run on a Sunday would be at the very least $4637.64.

#4 Different Sections or Lift-Outs

Most newspapers are split into different sections and many have lift-outs – and this is the fourth factor that determines newspaper advertising costs. Different sections attract different readers and different volumes of readers, and and so the advertising rates are adjusted to reflect this. Like, an ad put into the CareerOne (Employment) lift-out in The Courier Mail, costs 2% more compared to the general section. The rates for CareerOne, also vary with regards to the day of the week, as mentioned above. Some types of other sections that could have different rates include: Adult Services, Funeral Notices, Real Estate, and Business.

#5 Page Position In just a Section

The following factor that can significantly affect the buying price of a newspaper ad, is the page number on that your ad appears, in just a certain section. Probably the most expensive area of the paper is usually the leading section, which can include the very first 10 roughly pages, and is called the “early general news” or EGN for short. In our exemplory case of The Courier Mail, page 2 in the EGN section attracts a 60% loading. Similarly, the very first 11 pages have at the very least a 50% markup. This sort of loading is common practice across Australian news publications. Now let’s say we wanted to put a tiny page strip ad in The Courier Mail on a weekday, on page 3 in EGN, the fee would be at the very least $4054.74.

The initial few pages and back pages of other key sections of the paper, such as Business, also attract a greater loading. For The Courier Mail, the back page attracts a 65% markup. You will see how the page position of an ad can have a considerable influence on the price.

#6 Left Hand Side VS Right Hand Side

The following factor can be related to put of the ad, but pertains to which side of an open newspaper the ad appears in. You could be surprised to know that, in a few publications, an ad that appears on the proper hand side of an open paper, will cost multiple that appears on the left hand side. That is related to just how readers actually read a newspaper, and where their attention is focused. This factor may also be tied to the page position of an ad, and which section it appears in. Like, in The Courier Mail, for ads on pages 12 to 21, a right-hand side ad costs 5% greater than a left-hand side ad.

#7 Colour VS Black and White

Another factor that substantially affects the buying price of a newspaper advertisement, is if the ad features colour, and how many colours. Colour ads tend to be more expensive than monochrome or black and white ads. Some newspapers may distinguish between multi-colour advertisements and the ones that only feature one added colour (called “spot colour”). Like, The Courier Mail charges 30% more for multi-colour display ads, and 20% more for ‘spot’ colour display ads. Remember, that this is coupled with any positional loading.

So let’s say we wanted our small page strip ad in full colour in The Courier Mail on a weekday, on page 3, that could be calculated as: $2457.42 + 30% colour loading = $3194.65 + 65% positional loading for page 3 = $5271.17

Now here’s an issue that also affects the buying price of your newspaper ad, but this time it’s a decrease, with a catch, of course. When you yourself have the budget, and are ready to commit to spending a specific amount annually, usually by entering right into a 12 month contract, then maybe you are entitled to a discount. However, the discount depends how much you’re ready to spend. Like, to qualify for a 4% discount on The Courier Mail’s advertising rates, you need to invest at the very least $38500 per year. If you’re your small business owner, chances are you’re not working together with this sort of budget, so bye-bye discount.

In the event you’re curious, businesses that annually spend at the very least $2.3 million with the Courier Mail, be given a 13% discount. I think, this form of discounting simply highlights how biased mainstream advertising is towards big business. Where’s the discount for the struggling small businesses? But that’s another story.

Calculating and comparing newspaper advertising costs can quickly get complicated. Once you’ve tracked down a newspaper advertising rates card, you’re then confronted with the delightful challenge of creating sense of it all. There’s no “one size fits all” to make our lives easy. Instead, newspaper advertising costs be determined by numerous factors, some that you…

Calculating and comparing newspaper advertising costs can quickly get complicated. Once you’ve tracked down a newspaper advertising rates card, you’re then confronted with the delightful challenge of creating sense of it all. There’s no “one size fits all” to make our lives easy. Instead, newspaper advertising costs be determined by numerous factors, some that you…