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So what determines whether advertising in the newspaper will be within your small business marketing budget? How Newspaper Ads are Priced There are a variety of different factors that determine how much newspaper advertising costs.
A few of the main ones are: Circulation of the newspaper — The higher the circulation, the more you will pay for an ad. Note that some newspapers will list their readership instead of circulation on the rate card. These two terms are not the same, as the readership number assumes that multiple people in a household will read the same paper.
While this may be true, advertisers pay based on circulation.
You will also pay more for your ad to run in color. You will also pay more to have your ad in the main section than in the sports or travel section.
There are two ways that ad sizes are priced: Price per column inch A column inch is a unit of space one column wide by one inch high. Most full page ads are measured as 6 columns x 21 inches, or column inches.
This example from the Washington Post shows the typical size of a full page newspaper ad. Modular pricing With this type of pricing, newspapers charge based on set modules, such as half page, full page, quarter page, etc.
No matter which publication you chose, there are a few ways you can lower the cost of your newspaper ad: Advertise Multiple Times The number of times that you advertise in a newspaper—also known as frequency—will change how much you pay per column inch.
Here is an example of newspaper discounting based on how much the advertiser agrees to spend on advertising during a one year period: Ask for Special Discounts Many times newspapers will offer introductory rates for new advertisers. You can also ask for your ad to be featured in a seasonal or special insert for lower than average rates.
If you go this route, your ad will be placed in spaces that the paper was unable to fill.
However, there are no guarantees that your ad will run. Newspapers run special inserts during the weeks of special events. The cost for printing in one of these special inserts or handouts is usually much less expensive than running an ad in the regular newspaper, since less people will see it.
However, the people who do see it will be interested in your product or service. You know the people who see your ad will be brides or know a bride-to-be, making your campaign much more effective for much less money!Welcome to NewsPageDesigner, a site is for visual journalists to post their work and share ideas.
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