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How Do You Know The Best Newspaper Advertising Rates?

Jan 23, 2019 | Newspaper
Newspaper Advertising Rates

One of the most cost-effective ways of advertising, newspapers are always your first choice to advertise in, irrespective of whether you are an individual or own a business. It is important thus to have a clear idea about newspaper advertising rates.

What Determines Newspaper Advertising Rates

To be successful with newspaper advertising, you need to understand how pricing works and the different strategies you can implement while taking out an ad. The different factors that determine newspaper advertising rates are –

  • Circulation/Readership of the newspaper - While deciding on a newspaper to advertise in, you have to keep its readership and circulation in mind. The more popular a newspaper will be, the more will be its ad rates.

  • Category of the newspaper – It is important to put your ad in the right category of a newspaper which speaks directly to your target audience. In some cases, ad rates in the supplement of a newspaper are less than the main section. Also, you will be able to reach the specific readership of that particular supplement and your ad can be more targeted. So you get the same circulation at a lower price.

  • Type of ad – Newspaper ads can be mainly of three types – Classified Text Ads, Classified Display Ads, and Display Ads. As per your requirement, you can choose any of the three and rates are different for all the three.  Classified Text Ads are useful when you want to put your message across in a simple manner. Classified Display and Display Ads come in handy when your objective is brand building. The more you spend, the more likely it is that your ad will get noticed by your target audience.

  • Size/Colour of the ad – The bigger the ad, the more you pay. If your ad is in color, you have to pay more.

  • The number of times your ad runs – Consistency is the key to successful advertising campaigns and you can choose amongst multiple ads, running ads and one time ads. It depends on how much visibility your brand requires. You pay less for each individual ad when you run your ad multiple times.

  • Section of the paper/Day of the week –You will pay more to have your ad displayed in the main section, rather than the travel or the sports section. Also, expect to pay the most on Sunday as on Sundays, people can afford to give more attention to newspapers, and ads in it.

  • The position of the ad –The position of the ad varies according to the corner or the area of the page in the newspaper it is printed on. If you want your ad in a prime spot, you will have to pay extra.

Understanding a Media Rate Card

Most companies usually end up paying the price displayed on a media rate card. A media rate card is a document featuring the rates for advertising in a publication. It may also include details like deadlines, demographics, policies, additional fees, and artwork requirements. It may have its rates broken down by classified, retail and even national ads. A rate card helps you understand what types of ad sizes, discounts, and other advertising the publication has on offer. A rate card is used so that you can compare ad rates before buying advertising space.

Make sure you understand the terms and conditions of advertising with the respective publication before placing your ad with it. If there is a conflict between the insertion order and the media rate card, the latter will be the deciding factor. This does not mean that prices on the rate card are fixed. First-time ad bookers are offered special rates and other discounts.

How and Why Newspaper Advertising Rates are Negotiable

Now let us see how and why newspaper advertising rates are negotiable.

  • It is all about demand and supply. Stronger the demand in the market for a newspaper, harder to negotiate the pricing. If more advertising is being bought, it may be more difficult to negotiate. But there are always publications that have available inventory, which equals greater discounts.

  • Time of the Year – Advertising rates differ according to the time of the year. When it is not a busy season for media buying, a sales representative will have more flexibility regarding ad rates. Advertising space is in demand during the sale or the festive season and so the prices may be high during such periods. Similarly, the prices go down when advertising space is comparatively less in demand.

  • Open Rates and Bulk Space Contract – Bulk deal bookings get you better ad rates than one-time negotiations. When booking a bulk deal, you sign a bulk space contract which comes with a discount for an advertising commitment to a certain number of ads within a specified time period. Open rate or non-contract rate, on the other hand, is a rate for running a simple, one-time advertisement.

  • Frequency Discounts – Frequency discounts are contract rates offering the best discounts for display ads. The best commitment is to usually run a minimum size ad every week for a 52-week period. Some newspapers have shorter contracts of 13 or 26-week periods.

Get the Best Advertising Rates Today

To book a newspaper ads, you can directly go to the respective publication you want to publish your ad with, or you can let a media planning agency do the job for you. Bookadsnow is an online media planning portal with tailor-made media planning and booking services. Television advertising, newspaper advertising, and magazine advertisements are our forte and we aim to provide quality media planning, buying, and evaluation solutions across all advertising mediums.

We do not display the card rates on the Bookadsnow website. This is because newspaper advertising rates are negotiable and we can guarantee you the lowest ad rates in the market. We can provide you with the most competitive advertising rates because we deal in bulk bookings. A publication, on the other hand, cannot give you the best ad rates because you as an individual or a company will not be buying bulk ad space from it. Our media experts negotiate with the publications on your behalf and help you get the maximum ROI on your newspaper ad spends.

Online newspaper ad booking with Bookadsnow is as easy as 1-2-3

  1. Select the newspaper you would like to book your ad in

  2. Select the ad type from the given list

  3. Fill in your ad details and contact details and submit your query

As soon as we receive your query, our media expert will get in touch with you with the best plans for your newspaper advertising campaign and provide you with the best rates for your ad. Book your newspaper ads online and hassle-free today with Bookadsnow.

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