Newspaper advertising works. In fact, newspaper advertising is producing better results now, than it has in years due to a significant decline in advertisers (which means less competition for you!) It is a great time and energy to take advantage of this less competitive medium.
Because of the weak economic climate, newspapers tend to be more prepared to negotiate on the price tag on ads. Writing offers to the newspapers for stand-by space is a great way to position ads for around 75% off newspapers’ open rates. Stand-by space is space that is still available very near to the newspapers’ final deadline. Generally the newspaper will fill these spots with in-house (or non-paid) advertisements. naija news Obviously some revenue is better than none, so accepting stand-by offers is really a way for the newspaper to get some revenue from these left-over spots, as you take advantage of significantly reduced ad rates.
Usually an offer includes four things; the window of amount of time in that you simply would like your ad to run, the total amount you are willing to pay with this campaign, the locations and dates your ads can run, and finally, the ad art.
The window of amount of time in that you simply are allowing the ad to run could be anywhere from one week to multiple weeks. Generally, a 2-3 week window is effective for newspapers. This enables them to drop your stand-by ad in anytime within your designated window (depending on the other terms of the offer).
Clearly stating your allowance for your stand-by space offer enables you to monitor the total amount of money that you will be spending over the course of your campaign. A common way to designate your allowance is by setting a hat on the total amount of ads which can be placed within your own time window. For example, if your offer states that you are willing to cover $200 for a quarter page ad and your allowance is $1,000, you are able to allow the newspaper know that you are only authorizing the utilization of up to 5 ads for a maximum charge of $1,000.
Other parameters that need to be outlined are where and once you would like these ads to run. The more flexible you are the much more likely your ad is to be picked up. However, if your ad is designed to only run in the sports section, you have to make sure that the newspaper is aware of that. If you should be open to any section in the newspaper, you are more likely to get placed. So far as the days of the week, you are able to request that the newspaper only use your ads on the weekends (Friday, Saturday and/or Sunday) or you are able to authorize using the ad any day that space becomes available.
Finally, the ad art should be submitted to the newspaper. You can create a specific size and the newspaper can only just use that size, or you are able to submit a number of sizes so the newspaper has more opportunities to truly get your ads placed. Either way, make sure the newspaper understands if your offer is for a black and white ad or a shade ad.
Stand-by space offers are a great way to truly get your ads into newspapers for not as compared to regular rates. However, you need to recognize that placement via stand-by offers isn’t guaranteed. If space doesn’t become available, your ad won’t be placed and you won’t be charged. Stand-by space offers could be tricky and time intensive, so employing assistance from an offer agency with expertise in newspaper advertising may be a good idea.