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 make our lives easy. Instead, newspaper advertising costs be determined by several factors, some that you might find surprising. To answer the question, “How much does it cost?”, the solution could be: “It all depends.”
The very first factor that decides the expense of a newspaper advertisement, is the kind of ad. Most Australian newspapers offer several different types. Display advertisements appear within 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 this content of the ad, without having to be limited by just text. naija news Additionally they aren’t grouped in accordance with classification, unlike classified ads. Display advertisements are typically 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 another hand, classified ads are typically charged predicated on ‘lineage’ or per line.
Another form of advertising provided by most major newspapers are ‘inserts’ – separate advertisements which are placed in the newspaper, and can have multiple page. Inserts are often charged at a rate of per 1000 per number of pages. For the purposes of this article, we’re planning to limit our discussion to produce advertisements.
The third factor that plays a role in the expense of a newspaper advertisement is the day of the week on that your advertisement is published. Typically, newspaper circulation is greatest on the weekends, and therefore the advertising rates for major Australian newspapers are adjusted accordingly. In our example of The Courier Mail, the rates are cheaper on a weekday, higher priced on a Saturday, and most expensive 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 respect to the circulation of a specific publication. For instance, The Age is most expensive on a Saturday. To illustrate just how much of a distinction it makes – a tiny page strip ad in The Courier Mail on a weekday could be at the very least $2457.42, and exactly the same ad operate on a Sunday could 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 here 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. As an example, an advertisement put in the CareerOne (Employment) lift-out in The Courier Mail, costs 2% more than the general section. The rates for CareerOne, also vary with respect to the day of the week, as previously mentioned above. Some types of other sections that could have different rates include: Adult Services, Funeral Notices, Real Estate, and Business.
#5 Page Position In just a Section
The following factor that will 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 typically leading section, which could include the very first 10 or so pages, and is called the “early general news” or EGN for short. In 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 very least a 50% markup. This sort of loading is common practice across Australian news publications. Now let’s say we wanted to position a tiny page strip ad in The Courier Mail on a weekday, on page 3 in EGN, the cost could be at the very least $4054.74.
The very first few pages and back pages of other key parts of the paper, such as Business, also attract a greater loading. For The Courier Mail, the back page attracts a 65% markup. You can see the way the page position of an advertisement can have an amazing influence on the price.
#6 Left Hand Side VS Right Hand Side
The following factor is also related to position of the ad, but relates to which side of an open newspaper the ad appears in. You may be surprised to learn that, in some publications, an ad that appears on the proper hand side of an open paper, will cost multiple that appears on the left hand side. This really is regarding 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 ad, and which section it appears in. As an example, in The Courier Mail, for ads on pages 12 to 21, a right-hand side ad costs 5% higher 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 if the ad features colour, and how many colours. Colour ads are far more expensive than monochrome or black and white ads. Some newspapers may distinguish between multi-colour advertisements and those who 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 that is along with any positional loading.
So let’s say we wanted our small page strip ad entirely colour in The Courier Mail on a weekday, on page 3, that could 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. When you have the budget, and are willing to commit to spending a quantity annually, usually by entering in to a 12 month contract, then maybe you are eligible for a discount. However, the discount depends how much you’re willing to spend. As an example, to qualify for a 4% discount on The Courier Mail’s advertising rates, you’ll need to pay at the very least $38500 per year. If you’re a small company owner, chances are you’re not working together with this kind of budget, so bye-bye discount.
Just in case 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 the struggling small businesses? But that’s another story.