Newspaper Promotion Prices — 8 ConsiderationsOn July 14, 2022 by Shazaib Khatri75
Calculating and comparing newspaper advertising costs can quickly get complicated. Once you’ve tracked down a newspaper advertising rates card, you’re then faced with the delightful challenge of creating sense of it all. There’s no “one size fits all” to create our lives easy. Instead, newspaper advertising costs be determined by numerous factors, some that you could find surprising. To answer the question, “Simply how much does it cost?”, the answer could be: “It all depends.”
The first factor that decides the price of a newspaper advertisement, is the sort 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 supply a lot of creative control over the content of the ad, without having to be restricted to just text. naija news They also aren’t grouped based on classification, unlike classified ads. Display advertisements are usually charged at an interest rate per single column centimetre. Put simply, the height in centimetres and width in columns determines the price of the advertising space. On another hand, classified ads are usually charged based on ‘lineage’ or per line.
Another type of advertising provided by most major newspapers are ‘inserts’ – separate advertisements which can be placed in the newspaper, and can have several page. Inserts are generally charged at an interest rate of per 1000 per amount of pages. For the purposes of this article, we’re likely to limit our discussion to produce advertisements.
The next factor that contributes to the price of a newspaper advertisement is the day of the week on which the advertisement is published. Typically, newspaper circulation is greatest on the weekends, and therefore the advertising rates for major Australian newspapers are adjusted accordingly. Within our exemplory instance of The Courier Mail, the rates are cheaper on a weekday, higher priced on a Saturday, and priciest 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 can vary though, with regards to the circulation of a particular publication. As an example, The Age is priciest on a Saturday. To illustrate simply how much of a difference it makes – a small page strip ad in The Courier Mail on a weekday could be at the least $2457.42, and the exact same ad run on a Sunday could be at the least $4637.64.
#4 Different Sections or Lift-Outs
Most newspapers are divided 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 therefore the advertising rates are adjusted to reflect this. Like, an advertisement put into the CareerOne (Employment) lift-out in The Courier Mail, costs 2% more compared to general section. The rates for CareerOne, also vary with regards to the day of the week, as stated above. Some types of other sections which could have different rates include: Adult Services, Funeral Notices, Real Estate, and Business.
#5 Page Position In just a Section
The next factor that could significantly affect the price of a newspaper ad, is the page number on which the ad appears, inside a certain section. The most expensive part of the paper is normally the leading section, that might include the initial 10 or so pages, and is called the “early general news” or EGN for short. Within our exemplory instance of The Courier Mail, page 2 in the EGN section attracts a 60% loading. Similarly, the initial 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 place a small page strip ad in The Courier Mail on a weekday, on page 3 in EGN, the price could be at the least $4054.74.
The first few pages and back pages of other key parts of the paper, such as Business, also attract an increased loading. For The Courier Mail, the back page attracts a 65% markup. You can see how a page position of an advertisement can have an amazing influence on the price.
#6 Left Hand Side VS Right Hand Side
The next factor can be related to position of the ad, but pertains to which side of an open newspaper the ad appears in. You might be surprised to learn that, in a few publications, an offer that appears on the right hand side of an open paper, will surely cost several that appears on the left hand side. That is to do with the way in which readers actually read a newspaper, and where their attention is focused. This factor may also be tied to the page position of an offer, and which section it seems 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 price of a newspaper advertisement, is if 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”). Like, The Courier Mail charges 30% more for multi-colour display ads, and 20% more for ‘spot’ colour display ads. Remember, that that is coupled 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 a factor that also affects the 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 quantity annually, usually by entering into a 12 month contract, then you may well be entitled to a discount. However, the discount depends on what much you’re willing to spend. Like, to qualify for a 4% discount on The Courier Mail’s advertising rates, you’ll need to spend at the least $38500 per year. If you’re a small company owner, odds are you’re not dealing with this type of budget, so bye-bye discount.
In case you’re curious, businesses that annually spend at the least $2.3 million with the Courier Mail, receive 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.