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 earning sense of it all. There’s no “one size fits all” to produce our lives easy. Instead, newspaper advertising costs rely on several factors, some that you might find surprising. To answer the question, “Simply how much does it cost?”, the clear answer will be: “It all depends.”

The very first factor that decides the expense of a newspaper advertisement, is the type 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 to just text. naija news  In addition they aren’t grouped in accordance with classification, unlike classified ads. Display advertisements are normally charged at a rate per single column centimetre. In other words, the height in centimetres and width in columns determines the expense of the advertising space. On the other hand, classified ads are normally charged based on ‘lineage’ or per line.

Another type of advertising made available from most major newspapers are ‘inserts’ – separate advertisements which can be placed in the newspaper, and might have several page. Inserts are generally charged at a rate of per 1000 per amount of pages. For the purposes of this short article, we’re likely to limit our discussion to produce advertisements.

The 3rd factor that plays a part 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 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, depending on the circulation of a particular publication. As an example, The Age is most high-priced on a Saturday. To illustrate just how much of a distinction it makes – a small page strip ad in The Courier Mail on a weekday will be at the least $2457.42, and the exact same ad operate on a Sunday will 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 actually 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 instance, an advertising put in the CareerOne (Employment) lift-out in The Courier Mail, costs 2% more compared to the general section. The rates for CareerOne, also vary depending on the day of the week, as mentioned above. Some examples of other sections that may have different rates include: Adult Services, Funeral Notices, Real Estate, and Business.

#5 Page Position In just a Section

The following factor that may significantly affect the price tag on a newspaper ad, may be the page number on that your ad appears, within a certain section. Probably the most expensive the main paper is usually the leading section, which might include the very first 10 roughly pages, and is referred to as 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 very first 11 pages have at the least a 50% markup. This kind 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 cost will be at the least $4054.74.

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

#6 Left Hand Side VS Right Hand Side

The following factor can be related to position of the ad, but pertains to which side of an open newspaper the ad appears in. You may be surprised to learn that, in a few publications, an ad that appears on the best hand side of an open paper, will cost several that appears on the left hand side. That is regarding just how readers actually read a newspaper, and where their attention is focused. This factor are often linked with the page position of an ad, and which section it seems in. For instance, 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 tag on a newspaper advertisement, is perhaps the ad features colour, and exactly how many colours. Colour ads tend to be more expensive than monochrome or black and white ads. Some newspapers may distinguish between multi-colour advertisements and the ones that only feature one added colour (called “spot colour”). For instance, 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 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 one factor 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 specific amount annually, usually by entering into a 12 month contract, then perhaps you are eligible for a discount. However, the discount depends on what much you’re willing to spend. For instance, to qualify for a 4% discount on The Courier Mail’s advertising rates, you need to invest at the least $38500 per year. If you’re a small business owner, chances are you’re not dealing with this sort 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, receive a 13% discount. I think, this type 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.

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