Newspaper Promotional Bills — 8 Considerations

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 depend on numerous factors, some that you might find surprising. To answer the question, “Just how much does it cost?”, the clear answer will be: “Everything depends.”

The very first factor that decides the cost of a newspaper advertisement, is the sort of ad. Most Australian newspapers offer numerous different types. Display advertisements appear on top of a newspaper, and may use colours, illustrations, photographs, or fancy lettering to attract the reader’s attention. These give a lot of creative control over the content of the ad, without being limited to 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. Put simply, the height in centimetres and width in columns determines the cost of the advertising space. On the other hand, classified ads are usually charged predicated on ‘lineage’ or per line.

Another type of advertising provided by most major newspapers are ‘inserts’ – separate advertisements that are placed inside the newspaper, and might have more than one page. Inserts usually are charged at a rate of per 1000 per quantity of pages. For the purposes of this informative article, we’re planning to limit our discussion to show advertisements.

The 3rd factor that contributes to the cost of a newspaper advertisement is the day of the week on that the advertisement is published. Typically, newspaper circulation is greatest on the weekends, and and so the advertising rates for major Australian newspapers are adjusted accordingly. Within our example of The Courier Mail, the rates are cheaper on a weekday, more expensive on a Saturday, and priciest on a Sunday. For the absolute 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 can vary though, depending on the circulation of a specific publication. As an example, The Age is priciest on a Saturday. To illustrate how much of a distinction it generates – a small page strip ad in The Courier Mail on a weekday will be at the least $2457.42, and exactly the same ad operate on a Sunday will be at the least $4637.64.

#4 Different Sections or Lift-Outs

Most newspapers are divided in to 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. For example, an ad placed in the CareerOne (Employment) lift-out in The Courier Mail, costs 2% more compared to general section. The rates for CareerOne, also vary depending on the day of the week, as mentioned above. Some types of other sections that will have different rates include: Adult Services, Funeral Notices, Real Estate, and Business.

#5 Page Position In just a Section

Another factor that can significantly affect the buying price of a newspaper ad, is the page number on that the ad appears, inside a certain section. The absolute most expensive area of the paper is typically leading section, which might include the very first 10 approximately pages, and is known as the “early general news” or EGN for short. Within our example of The Courier Mail, page 2 in the EGN section attracts a 60% loading. Similarly, the very first 11 pages have at the least a 50% markup. This type of loading is common practice across Australian news publications. Now let’s say we wanted to position a small page strip ad in The Courier Mail on a weekday, on page 3 in EGN, the fee will be at the least $4054.74.

The very first few pages and back pages of other key parts of the paper, such as for example Business, also attract a higher loading. For The Courier Mail, the back page attracts a 65% markup. You can see how a page position of an ad might have a substantial influence on the price.

#6 Left Hand Side VS Right Hand Side

Another factor can also be related to position of the ad, but pertains to which side of an open newspaper the ad appears in. You could be surprised to learn that, in some publications, an ad that appears on the proper hand side of an open paper, will definitely cost more than one that appears on the left hand side. This really is related to the way 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. For example, 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 perhaps the ad features colour, and exactly how many colours. Colour ads are more expensive than monochrome or black and white ads. Some newspapers may distinguish between multi-colour advertisements and those that only feature one added colour (called “spot colour”). For example, The Courier Mail charges 30% more for multi-colour display ads, and 20% more for ‘spot’ colour display ads. Remember, that that is along with any positional loading.

So let’s say we wanted our small page strip ad completely colour in The Courier Mail on a weekday, on page 3, that might 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 now it’s a decrease, with a catch, of course. If you have the budget, and are willing to commit to spending a specific amount annually, usually by entering in to a 12 month contract, then perhaps you are eligible for a discount. However, the discount depends on how much you’re willing to spend. For example, to qualify for a 4% discount on The Courier Mail’s advertising rates, you will need to invest at the least $38500 per year. If you’re a small business owner, odds are you’re not dealing with this type of budget, so bye-bye discount.

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