Smart Way to Advertise in Newspapers

The thumb rule of every advertising campaign, irrespective of the medium you choose to advertise in, is that it needs planning, budgeting and creative application. The most basic part of an ad campaign is choosing the medium through which you need to advertise.

In this case, you must have already decided on Newspapers to be the preferred medium of advertisement and that’s why you have reached our second course on Newspaper advertising. Here we help you evaluate your budget, advertising requirements and the planning that goes behind an advertisement in a newspaper.Advertise on Newspaper

The adverts that we see in the newspapers require a lot of media planning, engagement of creative minds and of course ensuring that the right newspaper has been selected. The significance of choosing the appropriate newspaper lies in the fact that a newspaper determines the reach of your advertisement.

A hell lot of research is invested behind a single advertisement which includes conducting market research on the demographics of a potential target area, the newspaper that is most popular in that area, city, region, analysing the region to determine if it’s a rural or urban area etc.

Apart from researching about the target audience, it is also essential to find out about the different festive seasons, occasions that take place in the target region so that you can reach out to the audiences based on the advertising objective you intend to attain.

It is important to comprehend the requirements for an advertisement and the kind of budget that needs to be evaluated for it to be a successful advertisement. This is what this specific course intends to preach to the newbie newspaper advertise in order to enable them to execute their campaigns successfully and get maximum returns from it.

How are classified ads priced?

Classified advertisements constitute the main source of revenue for all newspapers across the world. They are larger in number and are published on a regular basis to fulfil some requirement or the other of individuals and small or medium businesses alike.Online Classified Ad in Newspaper

The reason they are referred to as classified advertisements is that they are classified into different categories and placed together in dedicated classified ad pages of a preferred newspaper. Different advertisements meant for different purposes are published under separate sections such as matrimonial, recruitment, change of name, lost and found, retail, services etc.

Now, these advertisements have a list of criteria associated with them, heading that list is the process of pricing these adverts. The pricing is conditioned by the type of classified advertisement that an advertiser chooses to publish. There are two types of classified advertisements, as mentioned in the previous lesson and the pricing for each type is different.

Let’s evaluate them in more minute details.

Pricing Criteria of Classifieds

Based on Words, lines and charactersText Classified Advertisement

Text advertisements are the simplest and most basic form of classified advertising. They include only words or characters or lines and the rates for each advertisement is primarily decided based on these conditions. Although the category, location and newspaper’s popularity are constant factors in deciding the rates for all kinds of newspaper advertisements, the number of words/lines/characters used in them is most essential in deciding the cost of a text classified.

  • Each classified text advertisement occupies only one column of the dedicated newspaper page.
  • The number of lines in the ad depends on the number of words used in each line of the ad matter.
  • Other factors affecting the price of classified text adverts are the enhancements which include ticks, background colours, screen borders and more and each additional enhancement comes at a premium, simply because they make the advert more prominent.

Whenever an advertisement is published, it is meant to gather relevant attention and these enhancements help gain enough attention.

Apart from these, there are certain categories that affect the cost of a classified text, for instance, a name change classified advert is way cheaper than a matrimonial advertisement, irrespective of the location. If the price for a Change of name advertisement of 5 lines in Times of India is Rs.700/- for Delhi, then for the same location a matrimonial ad in Times Matrimonial costs around Rs.3, 400/-

Based on Area
While moving on to the advanced classified ad type, one thing must be made clear that this ad type is published alongside text classifieds, though it is quite different from text ads. It is different in terms of measurement, pricing and even features.

Display classifieds are primarily priced based on the size of the advertisement, generally calculated in terms of per unit. There are a few specifications which need to be followed in case of this ad format.

  • The size of the ad is determined by its Length or Height and width of the Column it occupies
  • The length and the width are calculated in centimetres
  • The width is multiplied by the length of the ad which provides a figure in per unit
  • This is further multiplied by the rate provided by the publication for every which in turn provides the exact cost of the advertisement

Lets take the help of an illustration, for instance, if the rate for a Recruitment classified display advertisement in Hindustan Times is around Rs. 226/- per for Mumbai location and the ad specifications are 3 cm (long) and 6 cm (width), then the parameters of the ad would be 6 cm X 6 cm= 18 This, in turn, will be multiplied with the ad rates of Rs 226/-, which will give us 18 X Rs.226= Rs.4,068.Display Classified Ad

Column Occupied

Each Classified Display ad has certain space limitations but certain advantages have also been added to this ad type so that people with a restricted budget can take its help.

  • Display classifieds cannot occupy more than two columns on a newspaper page, which means that the ad cannot be wider than 6 cm.
  • If the width of the advert is more than this 6 cm, it does come not under the classified ad type but would rather go under display ad type and respective charges would be applicable on it
  • The minimum ad size of a classified display advertisement should be at least 3 cm (width) and 5 cm (length). This refers to a single column display classified ad and can include images, customised logos, headers and footers as well as personally designed ads
  • There is no maximum limit on the length of a classified display advert but the width is limited to 6 cm which makes it a double column advertisement.

In the case of display classified ads, there are no extra charges applicable on insertion of images or logos. But the charges do vary based on whether it is coloured ad or a black and white ad.

There is barely any need to specify the sub-category in the case of this ad format, for example, if a matrimonial advertisement needs to be published in Hindustan Times, the advertiser need not mention whether it is a ‘Wanted Groom’ or ‘Wanted Bride’ ad. The ad matter, images and other information provided in the ad are sufficient to attract the attention of relevant prospects.

Based on your budget you can pick any format which is also conditioned by the kind of attention you need for your advertisement. While text ads are more popular among matrimonial and individual announcement ads like the change of name, lost and found etc, display classifieds are more popular among small and medium businesses, local retail stores, public notices, tenders, obituaries etc.

Advent of Newspaper Advertising

Newspaper Advertising has been an age old practice of print advertising. But a lot of advertisers are still quite apprehensive of this medium. They often wonder why anyone would opt for such a traditional method of advertising when there are modern replacements. But every advertisement has its own plus points and advantages over other forms of advertising, so do Newspapers. The main reason for this is the variation in target audiences of different advertisers.Online Newspaper Ad

Before advertising through any medium, it is essential to know about the medium, its strengths and weaknesses to avoid mistakes in implementing any advertising campaign. An advertiser should be aware of the different aspects of the chosen medium of advertising including formats, categories, concepts and how to drive profits their way. Understanding the medium is the only way to ensure profits.

A course structure explaining all the pros and cons of newspaper advertising with its specifications has been designed to assist advertisers with their research on the medium before implementing any Newspaper Print Ad Campaign.

Advertisers like you should be well aware of the doors that newspaper advertising opens for their brand and with the help of this Course structure, you will surely gain the expertise to decide whether Newspaper Advertising is best for you or not.Advertisement on Newspaper

To begin with Newspaper Advertising, you must know that we are here to evaluate the relevance, effectiveness, pros and cons of newspaper advertising. As you are very much aware that newspapers are a very common medium of advertising, therefore before you select it as your own advertising medium, evaluating the relationship between the medium and advertisements is quite crucial.

This form of advertising has been around for advertisers since ages. Soon after the discovery of the Printing Press and Newspapers as a mass communication medium, advertisements in newspapers were also invented to generate revenue. Initially, newspapers were published only for informing the masses about the current affairs of a country and awakening them to the call of different revolutions that took place around the invention of newspapers. But now they have turned into business houses competing against one another, proving their superiority from different perspectives.

Technically speaking the higher the sales of a newspaper that you choose to advertise in, the higher will be the chances of driving better sales through your newspaper advertisement.