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 produce our lives easy. Instead, newspaper advertising costs be determined by numerous factors, some of which you could find surprising. To answer the question, “Simply how much does it cost?”, the clear answer will be: “It all depends.”
The first factor that decides the expense 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 restricted to just text. naija news Additionally 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 made available from most major newspapers are ‘inserts’ – separate advertisements which are placed within the newspaper, and may have several page. Inserts are generally charged at a rate of per 1000 per quantity of pages. For the purposes of this informative article, we’re likely to limit our discussion to display advertisements.
The third factor that plays a role in the expense of a newspaper advertisement is the afternoon of the week on that your advertisement is published. Typically, newspaper circulation is greatest on the weekends, and so 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, 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 can vary though, with regards to the circulation of a certain publication. For example, The Age is most high-priced on a Saturday. To illustrate how much of a distinction it makes – a tiny page strip ad in The Courier Mail on a weekday will be at the very least $2457.42, and exactly the same ad run on a Sunday will 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 so the advertising rates are adjusted to reflect this. As an example, an advertisement 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 which could have different rates include: Adult Services, Funeral Notices, Real Estate, and Business.
#5 Page Position Inside a Section
The next factor that could significantly affect the price tag on a newspaper ad, is the page number on that your ad appears, in just a certain section. The absolute most expensive part of the paper is usually the front section, that might include the first 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 first 11 pages have at the very least a 50% markup. This type of loading is common practice across Australian news publications. Now let’s say we wanted to place a tiny page strip ad in The Courier Mail on a weekday, on page 3 in EGN, the fee will be at the very least $4054.74.
The first few pages and back pages of other key sections of the paper, such as Business, also attract an increased loading. For The Courier Mail, the back page attracts a 65% markup. You will see how a page position of an advertisement may have an amazing influence on the price.
#6 Left Hand Side VS Right Hand Side
The next factor can also 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 understand that, in a few publications, an offer that appears on the proper hand side of an open paper, will surely cost several that appears on the left hand side. This really is to do with the way readers actually read a newspaper, and where their attention is focused. This factor may also be linked with the page position of an offer, and which section it seems in. As an example, in The Courier Mail, for ads on pages 12 to 21, a right-hand side ad costs 5% more than a left-hand side ad.
#7 Colour VS Black and White
Another factor that substantially affects the price tag on 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”). As an example, The Courier Mail charges 30% more for multi-colour display ads, and 20% more for ‘spot’ colour display ads. Remember, that this really is along 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 would 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 price tag on your newspaper ad, but this time around it’s a decrease, with a catch, of course. If you have the budget, and are willing to commit to spending a certain amount annually, usually by entering in to a 12 month contract, then you may well be entitled to a discount. However, the discount depends on how much you’re willing to spend. As an example, to qualify for a 4% discount on The Courier Mail’s advertising rates, you will need to pay at the very least $38500 per year. If you’re your small business owner, odds are you’re not working with this type 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, get a 13% discount. For me, this form of discounting simply highlights how biased mainstream advertising is towards big business. Where’s the discount for all your struggling small businesses? But that’s another story.