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Factors Affecting Newspaper Advertising Costs
Using newspapers to advertise your business, product, or service is a great option despite the popularity of digital advertising. However, ad placement in the paper can be expensive, depending on the location, size, type of ad, and day of the week, among other factors. If you’re looking for a way to get discount newspaper advertising, here are some factors that affect the costs.
Display vs. Classifieds vs. Inserts
One of the primary factors that affects the cost of newspaper advertising is the type of ad. Most newspapers offer a variety of types such as display advertisements, which use color, illustration, images, and fancy typography to attract the reader’s attention. Display ads will give you more creative control over the content of your ad and are usually charged at a rate per single column centimeter. You can also place your ad in the classifieds section if you need to reach a specific audience. These ads are typically charged per line. The third type of ad you could use is a newspaper insert. These are separate ads printed on card stock that are placed inside the newspaper. Sometimes these ads are in the form of small booklets and are usually charged per number of pages.
If your business or offer is targeted towards your local community, there is no sense in going into a national newspaper. Going too broad with your audience will be more expensive and may lead to your ad missing your targets. Local or regional newspapers can provide even better results for a smaller budget and can help you reach the customers who are most likely to respond.
Day of the Week & Circulation
The cost for advertising in newspapers based on the day of the week may vary depending on the circulation of each publication. Newspaper circulation is usually at its best on the weekends, specifically on Sunday. Weekday rates are more affordable, but may not get you the exposure you want. You may need to find a middle ground that works within your budget but also gives your ad enough exposure.
Page Position & Section
Each section of a newspaper attracts a different type and volume of readers. Depending on the section you choose, you may benefit from great rates. The page number that you place your ad in within the newspaper will also affect your cost. Choosing the section that appeals most to your target audience, and selecting the upper part of the page will allow your ad to be one of the first things your reader sees when they arrive at the page.
Left Hand Side vs. Right Hand Side
Did you know that placing your ad on the right hand side of an open newspaper will cost more than one on the left hand side? This is because of the way readers read a newspaper. Their attention is focused on the right hand side immediately, and then drifts towards the left if the page sparks their interest.
Color vs. Black and White
It is more expensive to use color in your ads. Some newspaper may only feature color, while others are black and white or have a mixture. Color stands out from the page but may not be necessary depending on what you are selling.
Annual Spend/Expenditure Commitment
Yet another factor that could impact the cost of your newspaper ad is annual spend or expenditure commitment. If you have the budget and can commit to a specific budget towards your newspaper ad per year, you can enter a 12-month contract at a discount. However, the discount will also depend on how much you are prepared to commit to in terms of cost. Smaller businesses may not benefit from this factor as much as a larger company with a hefty budget for newspaper ads and marketing.
Number of Times Your Ad Runs
The frequency of your ads will change how much you pay per column inch. For example, if your dollar volume of contract is $15,000 to $24,999, your Monday to Saturday (daily) rate would be about $16, and your Sunday rate would be about $17. Newspapers typically charge less if you commit to running your ads multiple times.
Want to Receive Discounts on Newspaper Ad Rates?
Aside from these points mentioned above, the key to getting a good newspaper ad rate is negotiating. You will need to discuss what your goals and budget are with your agent, while working within their rate options. Newspaper advertising can be a huge benefit to your business because it allows you to give your readers a clear understanding of your message and target a specific demographic or niche audience. If you need help setting up your newspaper ad campaign, Macromark can help you.
With over 30 years of experience, Macromark has grown to become one of the leaders of the direct mail industry. We help our clients target consumers with precision through our comprehensive list offerings and work with clients on placing effective newspaper ads. We can help you negotiate costs, gain access to remnant space, and more. We can help your ad stand out from your competitors and engage readers, both of which are essential to growing your customer base and enticing them to visit your store or web site. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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