How Should I Work
with my Newspaper Representative
Every
newspaper has its own sales staff, and you're normally appointed your personal
newspaper "Sales Representative." A
newspaper sales rep can be very helpful. He or she can keep you posted on
special sections or promotions that may apply to your business, but always keep
in mind it is the sales rep's job to sell you advertising.
Your sales rep might say that the newspaper can layout
any of your ads, pre-prepared or not. But these ads are assembly line products
and are not often very creative or eye-catching. Consider using an artist or
agency for your ads.
In addition, your sales rep can sometimes be
instrumental in making sure your story or upcoming announcement "finds" the
right reporter because the relationship between the advertising and editorial
staff is chummier than most people think, even though they claim total
anonymity.
Buying Newspaper Advertising Space
Since the Expanded Standard Advertising Unit System was
adopted back in 1984, it is now easier to buy advertising space in newspapers.
Advertising is sold by column and inch, instead of just line rates. You can
determine the size ad you want just by looking in the newspaper in which you
want to advertise. If you can't locate an ad that's the size you want, just
measure the columns
across and the inches down. For example, an ad that measures 3 columns across
and 7 inches down would be a 21 inch ad. If the inch rate is $45.67, your ad
would cost $959.07. In case your newspaper is still on the line rate system,
remember there are 14 lines to an inch. So, if the line rate is $3.75, multiply
it by 14 and you will have the cost of an inch rate. (the rate would be $45.50
an inch.)
Here are some other things to remember:
1. Newspaper circulation drops on Saturdays
and increases on Sundays, which is also the day a newspaper is read most
thoroughly.
2. Position is important, so specify in
what section you want your ad to appear. Sometimes there's a surcharge for
exact position...but
don't be afraid to pay for it if you need it.
3. Request an outside position for ads that
have coupons. That makes them easier to cut out.
4. If a newspaper is delivered twice daily
(morning/evening), it often offers "combination" rates or
discounts for advertising
in both papers, You usually can reach more readers, so this kind of
advertising may be
something to consider.
Other important tips to remember are:
* Before you advertise, have in mind
a definite plan for what it is you want to sell.
* Create short, descriptive copy for
your ad. Include prices if applicable. Consider using a copywriter or ask
your newspaper for free
copy assistance.
* Face your products toward the
inside of the ad. If the product you want to use faces right, change your copy
layout to the left.
* Be sure to include your company
name and logo, address and telephone number in the ad.
* Neat, uncluttered and orderly ads
encourage readership. Don't try to crowd everything you can in the layout
space. If the newspaper
helps you with the layout, be sure to request a proof of the final version so
you can
approve it or make
changes before it is printed.
Always make sure you are satisfied with what your
advertising says and how it looks before it goes to print.
