Newspaper advertising has long been the preferred mode of advertisement for many businesses, and for good reason. Businesses can feel confident that there advertisement will be seen because of how many people read newspapers on a daily basis. Businesses targeting the older generation particularly are keen on using newspaper advertisement because a greater percentage of the older generation still reliably buy and read newspapers.
If you are a business owner who has never advertised in a newspaper before there are dozens of questions to be asked. What should my advertisement look like? Which newspaper should I advertise in? How many advertisements should I use?
One of the most important questions should be, “How much will a newspaper advertisement cost me?” The answer to this, of course, is there is more than one answer. Many factors determine the final cost of a newspaper advertisement, and here are just a few:
What is Circulation?
The circulation of a newspaper is the number of copies it distributes on an average day. This is different than how many readers a newspaper has per day. Why is circulation a better determinant of cost than readership? It is simple really, circulation is a more concrete number than readership. It is easier to quantify how many newspapers were sold compared to how many readers there are. The higher the circulation number, the higher the price of an advertisement in it will be. Be sure to check the circulation numbers of each newspaper you are thinking of advertising in to get an idea of how far reaching your advertisement might be.
Day of the Week:
The next factor that determines the cost of a newspaper advertisement is which day of the week you want your advertisement to be placed in the newspaper. Newspapers typically have greater circulation numbers on the weekend, and particularly on Sunday. It is easy to expect that advertisements on weekdays are the cheapest. They are slightly more expensive on a Saturday with the increased circulation, and even more expensive on Sunday when that circulation number is at its highest. The benefits of advertising on a weekend? More people are seeing your advertisement. The benefits of advertising on a weekday? Less competition from other advertisements gives yours a shot in the spotlight.
Size of the Ad
The size you choose for your advertisement will greatly impact the cost of it. Advertisements are typically measured in centimetres both vertically and horizontally. The greater the area of that measurement, the greater the cost of the advertisement. Some general sizes of advertisements are: small strip, quarter page, third page, half page, and full page. Be very careful when choosing the size of your advertisement, as half and full page ads can become extremely costly.
The section of a newspaper you place your advertisement in can also greatly vary the cost of the advertisement. Typically, the most read section of a newspaper is the first 10 pages. It should not come as a surprise that the first ten pages of a newspaper are normally the most expensive pages to advertise in. However, there are other sections of the newspaper that are also more expensive to advertise in. One example of this would be the business section, no matter where in the newspaper that is actually placed. The sports section, which is typically placed in the last few pages, is another section that normally costs an additional amount to advertise in.
Design and Placement
Certain design aspects can affect the cost of you advertisement. The main aspect that could cause you ad cost to fluctuate is whether or not there is colour present in the ad. Colour in an advertisement will certainly drive up the price of it.
Believe it or not, the actual placement of the advertisement in the paper can also determine the cost. In many newspapers, it will actually cost businesses a slight percentage more to advertise on the right hand side of the page than on the left hand side.
There are many variables that can affect the cost of a newspaper advertisement. Certain variables are obvious, like which newspaper you advertise in. Some factors are not as easy to anticipate, such as which side of the newspaper you advertise on. Newspaper advertising can be a costly endeavour, so it is important to fully commit to an advertisement if you are going to pay for one. Additionally, keep your eye out for deals or discounts. Buying advertisements in bulk, or for longer periods of time, can sometimes reduce the daily cost.