Although newspapers are slowly bleeding out, I figure someone might benefit from this.
I’ve said this before and I’ll say it again.
I don’t think print media is dead, it just needs a renovation.
If you already know how to buy a print ad and you still clicked on this article I am grateful for your unconditional support.. feel free to scroll past the basics.
Here’s everything you need to know to place your first print ad.
“Do you have availability for (ad date)?”
This is the first question you should ask the media representative.
If your representative hasn’t already clarified, you can ask “flat rate or CPM?”
Almost all media companies offer Flat Rates for printed content.
What is a Flat Rate?
This means that the listed price is what you’ll pay for one ad, delivered to everyone.
What is a CPM?
CPM is fancy marketing speak for “Cost per Thousand Impressions.”
If a newspaper delivers 5000 papers and a 1/4 page ad is $550 the actual cost to run the ad would be $2750.
I use this tool to help me with CPMs: Clickz CPM Calculator
What is Circulation?
Circulation is simply how many homes the newspaper is expected to be delivered to on any given day.
By now, your representative should have shared the circulation for the dates you requested.
If not, request it! And let your media rep know you mean business.
What’s a Rate Card?
Just like it sounds. It’s a pricing sheet.
You’ll see prices for every size the newspaper offers
Here’s an example of a flat rate card
Notice the frequency discounts.
I wasn’t able to find a CPM based rate card for a print publication.
The point I want to get across is that you’d want to know the circulation of the eNewsletter before committing the the purchase.
Ad Sizes
Thankfully these are pretty straightforward. I’m sure you can guess what ‘Full Page’ and ‘1/4 page’ mean. 1/8 is traditionally the smallest size.
A “Double Truck” is 2 full page ads right next to each other.
There are some terms like “Spadea” or “Section Front” that usually refer to more prominent positions. These unique sizes vary by publication so it’s hard to offer general advice.
You’ll also see ad sizes be referred to in columns. This might need its own section.
Columns
A full page is 6 columns wide by 20” deep (usually)
6 columns = 10” (usually)
What is a Creative/ Ad Copy?
Simply the design or image that you’d like to run in the paper.
Ad Spec?
Ad spec is the size the design should be.
The media company should be able to resize designs for no charge.
That should be it.
Oh, and some money.
The invoice is usually sent after the ad runs.
Tips and Tricks
Tear Sheets
If you aren’t a subscriber to the newspaper, you can request a digital screenshot of your ad running in the paper. It’s called a “tear sheet" and your rep can easily share it.
Media Pairings
Try these media pairings with your newspaper campaign:
Digital Display in same community
Direct Mail to arrive on same day of paper OR ask about Inserts
OOH/ Billboards to dominate a community
OTT/ CTV (Streaming services) paired with your digital display audience
Frequency Discounts
Be sure you ask your representative about frequency discounts.
You can get your ads up to 50% off if you run more than 3 in a week or 6 in a month.
Annual Contract
On the topic of discounted rates; annual contracts oftentimes yield a discounted rate as well as free advertising called “value add.”
Ad Specs and Creative
Let your media rep create some mock ups for you.
It’s always good to have other people thinking about how to improve your campaigns.
Cost Per Lead Programs/ Remnants
I saved the best for last.
Media companies usually save this for their best clients, but it never hurts to ask how you can qualify.
Maybe you’re already one of their favorite clients.
When media companies have unsold ad space they look through their client list for large players in the community/ broader market. They run ads at no cost up front for those companies.
This can be a Cost per Lead or Revenue Sharing agreement.
CRM and sales data is shared and cross referenced with the newspapers subscribers.
You might call this symbiotic..
Thanks for reading!
PS: Become best friends with your media reps.