The 360 Degree Marketing Group Blog

The A to Z of Newspaper Advertising

Posted by Casey Whatton on Jan 29, 2016 1:00:00 PM

Newspaper advertising can be a complicated environment and full of a wide range of jargon that the average Joe may not fully understand so 360DMG is providing you with a newspaper dictionary. Hopefully it helps you kick-start your advertising!

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Above the fold: The top section of a page.

Agate: Small font, generally 5.5pt.

Anchor: a clickable word or image that is a hyperlink to another page.

Application (app): A program that that can perform a specific task.

Article: A piece of content featured on a page.

Banner: A headline that would be spread across a page, either at the top or bottom.

Banner Ad: An ad that runs horizontally across a page, generally located at the top or bottom.

Bleed: An element that runs outside of the normal margin of a page.

Blog: Usually an informal piece of content that could have a range of topics, and is updated regularly.

Body type: The type of font used in text.

Broadsheet: A full sized newspaper, varying in measurements from publication to publication.

Byline: The name of the individual credited to a piece of content.

Centre Spread: Pages that face each other that lie in the centre of the publication.

Circulation: The number of copies being circulated on any given day.

CMYK: Stands for cyan, magenta, yellow, and black; these are the colour used when printing.

Column: The vertical section of text.

Column inch: A way to measure the columns in depth.

Column rule: A line separating stories.

Co-op advertising: An arrangement between a manufacturer and a retailer, where the manufacturer will reimburse the retailer for advertising expenditure.

Continuation line: A line telling the reader that a story continues on another page.

Copy: The actual text of a story.

Deck: A small headline running below the main headline.

Designated Market Area (DMA): A market/region where a population will receive the same newspaper, internet, television or radio offerings.

Dingbats: Decorative type of characters, such as bullet points.

Display advertisement: Regarding print, any ad other than a classified.

Display headline: Non-standard headline with decorative font to improve aesthetically.

Doglegs: L-shaped columns of text that wrap around images.

Double burn: The process of two elements overlapping when printed, for example text written over an image.

Downstyle: When in a headline the first work and proper nouns are capitalised.

Ellipsis: Three periods to indicate the exclusion of words.

Family: The different weights and styles on one typeface.

Feature: A non-serious news story

Four-colour process: Printing process that requires varying amounts of four colours; being red, yellow, blue, and black.

Frequency: The average of how many times the viewer is exposed to an ad.

Flag: The name of a publication on page one.

Gatefold ad: A page that is folded around the front and back of a publication, covering a portion.

Gross rating points (GRP): A measure of an ad’s exposure, reach x frequency.

Gutter: The margin between pages where the fold lies.

Hairline: The thinnest rule in a newspaper.

Hammerhead: A headline which is big and bold.

Header: A label for any regularly appearing section.

Indent: A part of a column set in a narrower width.

Infographic: Can be a chart, map, diagram, or series of images; and can be used for explanations.

Island ad: An ad surrounded by content.

Kerning: The tightening of spacing between letters.

Leaderboard: An online ad, generally 728 x 90 pixels.

Linage: The size of an ad determined by the lines it occupies.

Leading: Vertical spacing between lines of type.

Line art: A black and white image.

Masthead: The section of the page dedicated to the name of the publication.

Modular advertising: Ad sizing based smaller individual sections of the paper.

Nameplate: The name of a newspaper displayed on page one.

NIM: Newspaper inserted magazine.

Overline: A headline that runs above a photo.

Page impression: The amount of times a page has been viewed.

Photo credit: A line crediting the photographer of an image.

Pica: A print measurement (6 picas in one inch)

Rate card: Information on advertising costs, booking deadlines, and material information; for particular publications.

Reach: The amount of people exposed to an ad over a specific time.

Roman: Normal type of font, opposed to italics or bolded.

Run-of-press/paper: Ads that appear printed in the newspaper.

Scale: To reduce or enlarge an image.

Skyscaper: A tall looking ad (120x600), usually appearing on the side of a webpage.

Spec Ad: A layout showing illustrations and text for an ad.

Tabloid: A newspaper format, usually smaller than a broadsheet.

Tearsheet: A page that is sent to the advertiser as proof of the ad insertion.

Total market coverage (TMC): 100 percent of household coverage in an area.

Unique user: A new user visiting a website.

White space: Area of a page free from artwork or images.

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Topics: advertising, newspaper advertising, advertising dictionary

Your guide to knowing your way around Manly Daily Advertising

Posted by Casey Whatton on Jan 25, 2016 1:00:00 PM

If you’re about to begin your journey in press advertising and think the Manly Daily would fit with your target market, the following is a detailed overview of what you can expect when dealing with the Manly Daily. This piece will cover distribution, their readership and more.

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The Manly Daily has been in circulation for over 100 years, is free and runs five-days-a week. It is also available online, via tablet and on mobile. The Manly Daily has a readership of 148,000, a circulation of 87,525 and reaches a broad range of potential target markets such as Mums with kids, young people (18-24) and families with children at home. Below is an outline of each market:

- The ‘Mums with children at home’ segment purchases 92% of the shopping in a given household and controls where 69% of the total household income is spent

- The ‘young people’ segment are very modern; they’ll spend on average $165 on most Sundays participating in activities

- The ‘family with children under 18’ segment travels, researches recipes online and convey your average Australian children.

Along with the Manly Daily’s broad target market, the paper also covers a large geographic area. It can be seen in areas from Allambie to Wheeler Heights and in many other suburbs including Narrabeen, Manly Vale, Oxford Falls, North Balgowlah and Belrose to name a few.

The Manly Daily is a tabloid format which runs from Tuesday through to Saturday with most of the issues being associated with News or Sport. Below is an outline of specific features in each day’s paper:

- Tuesday and Saturday’s papers feature ‘Street Watch’ – which provides information on safety and crime prevention, people can see where crime has occurred in certain areas

- Tuesday features ‘Health and Fitness

- Wednesday features ‘Smart Shopper

- Thursday exclusively features ‘Home’ and ‘Near You’ - Near You offers information on suburb specific news

- Friday exclusively features ‘Lifestyle’ and ‘Best Recipes’ - Best Recipes highlights what people are cooking and how anyone willing to try could attempt them. Smart Shopper tells readers where to get the best local products and deals

- Saturday exclusively features ‘@school’, ‘Real Estate’, ‘What’s On’ and ‘Carsguide’ - @school allows readers to become more informed on local schools including issues surrounding local education. Real Estate provides the latest listings, PR statistics, and advice for buyers and sellers. What’s On shows a weekly calendar with plenty of fun things to do. Lifestyle and Health & Fitness aim to give people useful information on how to lead healthy lives

- All days (excluding Thursday) feature ‘Conversations’ - Conversations is about people from the community sharing their own opinions about varying topics. These opinions are based on letters, emails, Facebook, and polls

With the Manly Daily being a tabloid, the page and advertisement sizes will vary from gloss. The specifications are as follows. A double page spread (M12x12) is 380x551, half page spread (M6x12) is 188x551, quarter page spread (M3x12) is 92x551, half page horizontal (M6x6) is 188x262 and small strip (M2x6) is 60x262.

For access to competitive rates don’t hesitate to contact the team at 360DMG.

As the Manly Daily is published on multiple days, there is different deadlines for each day as well as alternate deadlines for the classified section.

Tuesday: Deadline is the Friday before display

Wednesday: The Monday before display

Thursday: The Tuesday before display

Friday: The Wednesday before display

Saturday: The Thursday before display

Classified: One day prior to publication day.

For more information you can visit the Manly Daily’s Facebook page at https://www.facebook.com/manlydaily/ or you can view the online copy at http://newslocal.newspaperdirect.com/epaper/viewer.aspx. Alternatively, please contact the team at 360DMG to find out how we can help you as well as the exclusive rates we can offer.

 

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Topics: newspaper advertising, manly daily advertising, manly daily newspaper, manly daily advertising rates

How to negotiate a good newspaper advertising rate

Posted by Casey Whatton on Jan 22, 2016 1:00:00 PM

At 360 we understand that when you’re advertising you want to get the most out of your placements and obviously at the right price. A part of this is being able to get the best rate from the for newspaper rates from the media. However, being a novice in advertising in newspapers may be confronting as negotiating rates for an advertisement is not like negotiating with a vendor at your local markets. Newspaper ads can be hot property and some advertisers would say that particular placements are more valuable than an actual property.

One major part of negotiating is ensuring both individuals in the process benefit from making the deal. It’s important to know that rates are almost always flexible and the ultimate goal of negotiating is to save money. Keep in mind that 360DMG can do a great job of negotiating, as it pretty much is our job.

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It’s important to base an offer off a prior rate as if you go into a negotiation and ask for a rate that is nowhere near the standard rate, chances are you won’t have a substantial argument. With this in mind, research has to be done on your part. Try delving into the great source of information being the internet and dig up whatever you can find on what a rate looks like for the specific ad size you’re after. This way you’ll have some ammo for your case in negotiating a good rate. When dealing with negotiations, as important as doing your research you’ll need to refrain from divulging your ideal rate. You should wait until the other person states their lowest rate; as their lowest may already be lower than your own and from there you should start to chip away that rate.

One way of getting a heavy discount on your advertisements is to buy distress advertisements as the media is generally aiming to sell the placement as soon as they can and the rates are far cheaper. By buying distress ads you could potentially save yourself great amounts of money and the discount on a distress rate could potentially be upwards of 70%.

Mentioned previously, negotiations should be beneficial for both parties so it is important you put something on the table for the other party. Loyalty to a particular paper is something that could be offered by stating you will look to use them in the future which is a big bonus for the newspaper. Another example of making the deal beneficial for both parties is to buy more than one ad, purchasing many ads at a time can reduce your rate significantly and it also shows loyalty to the publication.

However if you’re after a tailor solution with solid industry experience, come and talk to us at 360DMG as we’ve already established a number of great relationships with the media and they’ll always offer us a better rate than what can be offered to a single individual. 

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Topics: newspaper advertising rates, negotiating newspaper advertising, newspaper advertising, negotiating rates

A guide to advertising in the Newspaper Classifieds

Posted by Casey Whatton on Jan 18, 2016 1:00:00 PM

When thinking of your next advertising campaign, keep in mind print advertising as it is a trusted source of information by many consumers. A simple way of reaching your consumers through print advertising is using the classifieds section. One attraction to classified advertising is that they can be cheap however some can be expensive. When people are searching through classifieds they are already in the mindset of needing a product and you therefore don’t have to convince them they need something, you just need to convince them it’s your product or service that they need. Newspaper classified in print can look like the below image; however in more recent times classifieds have appeared online with modern day examples including eBay or Carsales. 

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As with all advertisements there are certain specifications that need to be met and classifieds are no different. There is also options of 1.5, 3 and 4 modules; the below are examples of 1 and 2 modules.

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There are many elements within the classified section of a newspaper that you should identify in order to decide which section your ad would be most appropriate for. The general classified sections of your local paper may include similar sections as; buy and sell, general services, personal announcements, auctions, tenders, home and garden directory, general and public notices, good food directory, travel directory.

When buying classified advertisements it is important to know how much you’re going to being paying for what you want. This will depend on a number of factors including which publication you will be using, the amount of modules you want to occupy, if it is display or lineage and so on. Lineage rates are based on the amounts of lines written in your copy, for example in the Sydney Morning Herald if you want to advertise in the Trading World section you will be looking at paying $9.18 per line Monday to Friday and $10.08 on Saturday. While the display rates are based on the amount of modules you will occupy, for example one module in Trading World for Monday to Friday the rate would be $450 while Saturday would cost $580. In comparison, if you wanted to advertise in The Age their rates would also vary. Advertising Sunday to Friday by Lineage you would expect to pay $8.98 per line and $10.81 on Saturday. On the other hand, if you were to advertise by display modules Sunday to Friday it would cost you $508 and $641.78 on a Saturday.

If classified advertisements are an option for your advertising campaign, make sure you contact 360DMG for help with your media plan.

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Topics: newspaper classified, classifieds advertising, newspaper advertising

Is Newspaper Advertising right for you?

Posted by Casey Whatton on Jan 15, 2016 1:00:00 PM

When deciding on a medium for an advertisement, it’s essential that research is done to ensure that you are reaching your desired audience in the appropriate location. It is therefore essential to answer a few questions before deciding whether newspaper advertising is right for your brand and target market.

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Am I aiming to reach a lot of people?

One of the key reasons brands choose to use newspaper advertising as a medium is for the potential reach newspapers can offer with larger readerships. For example, the Manly Daily has a readership of 148,000, one of the larger in the Sydney region. 

Who is my audience?

Knowing your target audience means knowing where they’re most likely to consume your advertisement. If you aren’t in the same space as your consumers you may as well not be there. For example, the Australian gambling community, which is made up of gamblers and punters must use different targeting methods to reach these two audiences. Gamblers generally play games of chance such as poker machines and the lotto, whereas punters are predominantly sports and horse or dog racing. Punters prefer Newspapers when compared to any other medium as the betting form guide is available in the paper. It has been shown that 38% of recreational gamblers, 48% of TAB punters, and 42% of online punters all preferred Newspapers compared to other advertising mediums. With this knowledge you are therefore able to decifer the best way to target your audience as well as which medium and placement will work best. 

Should I use more than one platform, and which one?

If you are considering using another medium to compliment your newspaper advertising, TV advertising provides the best match to increase response. Studies have shown that when TV and newspaper advertising are combined, consumer response was increased by 48%, which is especially relevant for food and car categories. 

What is my budget?

Budget is a major contributing factor to the choices available to you as an advertiser. You do not necessarily have to have a large budget to execute the best campaign but rather choose the mediums that are more relevant to your brand. You may look to combine more than one medium and enlist 360DMG to help you put use your budget in the most effective manner. 

Newspaper advertising may a be a great option for your business in order to reach your potential audience and increase the awareness of your brand. If you are interested in wanting to know more about newspaper advertising,please contact us at 360DMG and we can tailor a solution to your business.

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Topics: advertising, newspaper advertising reach, newspaper advertising, advertising budget

An introduction to newspaper advertising rates

Posted by Casey Whatton on Jan 11, 2016 1:00:00 PM

Wherever you spend your money, what you pay for a product is always important. You’d never want to be getting ripped off at the counter and knowing you could have gotten a product cheaper. The same can be said for rates that are obtained for your newspaper ads, you wouldn’t want to pay the full price knowing you could have gotten a better price.

There are many factors that can contribute to the cost of your ad. One major contributing factor is the relationship that can be established with a publication. If your relationship is mutually beneficial and working well, the rates will gradually get better. Though if it goes sour, you could say goodbye to any good rates coming your way in the future.

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The location of where your advertisement is in the paper also plays a major part; whether it is in early general news (EGN), classifieds or sport, they all play a part in the rate. Classified ads can be charged either by lineage or display. Lineage is when you pay for the amount of lines in your copy whereas in display is when you pay for the modules your ad occupies. Placement in newspaper advertising is key as many consumers skim read through the paper. Page 3 of a newspaper is prime real estate as most people will open up the paper to see at least the first couple of pages before skim reading. Where you place your ad will depend on what you’re offering and what your brand is, you wouldn’t necessarily place an ad for makeup products in the sports section of the paper.

You may have guessed that the bigger the advertisement, the bigger the rate will be. Though for buying the bigger spots there may be more of an incentive than buying the smaller spots as the bigger ads can potentially get noticed more so than the smaller ads. Also what effects advertising rates in newspapers is the circulation, the size of the ad, and the cost per thousand people; all being accumulated to equal a rate. Before deciding where to place an ad, you should do your research. For whichever paper you are looking at advertising in, try and find the rate card. This is where you can get the basic understanding a good rate. From there compare the rates from different newspapers and determine if you would get any potential value from one paper over the other. What should determine the paper you choose should ultimately be your target market and what they are reading.

At 360DMG we manage our relationships with the media to keep both them and our clients as pleased as possible. Instead of you doing the hard work trying to get the best rates, 360DMG will do it for you. Our team are professionals when it comes to getting the best rate and can drive it down. In doing this, we can get the most out of the media as they end up offering rates that are very competitive and appealing; ultimately keeping a mutually beneficial relationship. Why not get in contact with the 360DMG team today!

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Topics: newspaper advertising costs, advertising, newspaper advertising rates, newspaper advertising

A guide to Newspaper Advertising

Posted by Casey Whatton on Jan 8, 2016 1:00:00 PM

Thinking of doing some newspaper advertising? This blog will discuss a few things that you should be aware of before entering the landscape. Advertisement specifications are rather important to be aware of just in case your advertisement’s specific dimensions may not be suitable for the particular ad space. With this in mind we’ll give you a preview of all the possible dimensions that can be used for this type of advertising.

If you are looking at placing an advertisement in a particular newspaper, they’ll have their own specifications and deadlines. It is therefore crucial to understand the individual paper you are thinking of advertising in. For example, News Corp publications have different specifications when compared with Fairfax papers.

 Firstly we’ll start with News Corp tabloid publication sizes. Please note that measurements are in mm’s. 

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The material you supply must comply with specific publications requirements such as specific dimensions, no printer marks and to be submitted before the deadline. The file must also be CMYK (resolution-200dpi, ink Weight- 230 percent separation type- GCR, black ink limit- 80 percent, dot gain- 30 percent, highlight- minimum 3 percent). Your advertisement can be delivered via Adstream or Adsend.

For example the below would be an M3x6 in a News Corp publication. These are nice simple advertisements and can easily get a message across to the reader. 

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The below is a T2PAN which is a panorama advertisement. As you can see they are useful for making longer list more aesthetically pleasing. However, you must weigh up whether you want half your advertisement to potentially be missed as the other half will most likely be in another section altogether.

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The below is a good example of a half page horizontal (M6x6), this placement can get your advertisements noticed. As you can see these are rather large ads and won’t be missed by your target market.

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Fairfax has the following dimensions for advertisements in their publications. Note that sizes are in cm’s.

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Like News Corp publications, Fairfax has their own requirements that must be adhered to when providing your material for the advertisement. If these requirements are not met there is the chance your advertisement may not be processed or the advertisement may not be of the greatest quality. Images must be in EPS or TIFF format, the minimum resolution-150dpi, minimum resolution for greyscale images-150dpi, minimum resolution for black and white images-600dpi, total ink weight-240 percent. Fairfax also recommends certain specifications such as 8pt font for coloured type in bold, 12pt for reverse type in bold and 6pt for single colour.

Please contact the team at 360DMG if you are wanting more information about newspaper advertising or would like us to tailor a solution to your business. 

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Topics: newspaper advertising costs, advertising, newspaper advertising, newspaper advertising tips

Local vs Metropolitan newspaper advertising: Which one works for you?

Posted by Casey Whatton on Jan 4, 2016 1:00:00 PM

Newspapers reach a substantial 15 million Australians each month which shows that we consume an ample amount of newspaper based information. Each of these Aussies have their preferred publication and their own distinct routine to reading it. Some may read on the train or while eating breakfast or others may pick one up in a waiting room. No matter the scenario, newspapers play an important role in our lives so as a business you need to consider which paper you wish to be in when thinking of newspaper advertising.

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When it comes to metropolitan and local newspapers, there are noticeable difference and it is understandable why different people go to particular publications.  The combined metropolitan markets total 9.7 million people and were found to influence consumers in opinions as well as hold authority when it comes to certain topics including national and international matters. Metro newspapers have more of an equal spread in their age group with older demographics using print and younger people leaning towards the digital space for their news. Metropolitan papers also have a readership wider than the metro areas as well as a higher average income of $5,000 more than regional readers.

Local papers on the other hand connected readers with their community however it must be noted that two thirds of local readers also read metro papers. Local paper audience is concentrated in the 30 to 44 and 65 plus age group, skewing towards woman as many mothers are interested in their local community. However younger readers (18-24) do find local papers useful for information on local events and activities, considering it twice as relevant compared to social media as a source. Local papers can also provide special discounts for local businesses, when enquiring make sure to ask whether this is applicable in your situation. Local paper readers have an affinity to their local area, 86% agree they would like to know what’s occurring in their community and a further 86% like to support local business.

 A major bonus for local papers is that their advertising ability and how readers connect to the ads within it. 57% of readers feel better about a business if they were to advertise in their local paper. Local paper also outperforms other local sources such as letter box drops and local radio. Often local newspapers have relationships and reliability within their community, being a part of local events and immersing themselves in the community. Local papers can also be flexible in their ad booking and offer accommodating budgets to suit your own. With many local newspaper readers they will act on the advertisements they see, going to cafés and restaurants and going to events. Which make it an influence in a consumer’s decision making process.

As a business, the choice of publication and whether it is local or metropolitan is of great concern as your choice could impact on your advertising success. If you’re a local business owner and know that there is a local paper or a metropolitan paper, I’d suggest the local paper. As the people reading the local paper are already in your vicinity and may even know your business and the ad may be the bit of reinforcement they needed to make the decision to try your product or service. Though if you own a business that has more than one outlet over a few locations, metropolitan papers may be your choice depending on your target market.

The combination of the two papers allows advertisers to communicate with people on different levels.  Many newspaper readers are looking for ads and sometimes welcome them, as a result your ads are received more kindly rather than intrusively which is a crucial benefit to an advertisement. 

 

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Topics: metropolitan newspaper advertising, newspaper advertising, local newspaper advertising

A guide to creating great newspaper advertisements

Posted by Casey Whatton on Jan 1, 2016 1:00:00 PM

Newspaper ads are a great method of communicating your message that is if they’re done correctly. Creating a great newspaper advertisement takes plenty of practice and trial. It is also important you conduct your research before creating an ad and research will be your first step to take in many advertising duties.

Before you dive into newspaper advertising, research should be conducted. Without research, newspaper advertising would be like stumbling around to find the toilet in the middle of the night and essentially you’d be stumbling your way through a lot of obstacles on the way.

Firstly, you must understand your target market. Appropriate research must be conducted in finding a) your appropriate target market b) where your target consumes their media and c) what will attract their attention the most. If you have a target market with an older demographic, for example 35 to 49 or 54 to 64, newspapers may be an appropriate option. Though you may find your target consumes majority of their media via television and therefore newspapers could potentially be a supplementary media option. Part c) would involve AB testing, which involves trialling different versions of the same ad to see which works best.  If you find newspaper ads will successfully meet your target markets needs you can move on to the next steps in the process.

With any advertisements, timing will be an issue to consider. Depending on the publication you choose, different days will captivate your audience’s attention more than others. This will vary from market to market however newspapers will often have specific sections dedicated to specific days; your target may only read the specific day that has a lifestyle section in it.

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Perhaps the most important part of your ad, the copy, must be executed well. The headline should be catchy, attention grabbing and must resonate with your audience. Keep your working simple and without jargon, you don’t want to complicate your ad with too many words or words that may be misunderstood. Along with not using too many words, you should avoid being too wordy as this potentially can make your ad seem like its rambling. Appealing to emotions is an effective technique for most ads, instead of reasoning with consumer’s rationale you can try to evoke certain emotions. Grammar is another important factor. How many times have you seen an ad with poor grammar and misspelled words? Automatically you dislike the ad and disrepute the brand.

When creating your ad, be aware of the connotations surrounding certain colours, as many cultures and nations colours can have different meanings. So depending on the country you’re marketing in, you should learn the meanings of colours in that particular culture. The colour red has many different meanings depending on the nation or religion; in the Hebrew religion it is the colour of sin and sacrifice, compared to India where it is the colour of purity, fertility, love and beauty.

Another consideration when creating an ad is the size and position. Depending on your requirements your ad will vary in the ideal size. Generally the bigger ads will get noticed more frequently as well as being a great tool for raising awareness. If you are using a smaller ad and want to increase the impact, it could be placed throughout a newspaper multiple times to potentially be noticed more.

Finally a call to action is an absolute must in your ad. How else will your audience know what to do after viewing your ad? A call to action could be as simple as ‘call now’ or ‘fill this form for your free sample’. Ads are known to perform much better when they feature a call to action.

For more information about newspaper advertising, contact the team at 360DMG. 

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Topics: advertising, newspaper advertising, newspaper advertising tips, newspaper advertisements