Newspaper advertising works. In reality, 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 personally!) It is a great time to take advantage of this less competitive medium.
Because of the weak economic climate, newspapers are far more willing to negotiate on the price of ads. Writing offers to the newspapers for stand-by space is a great way to place ads for as much as 75% off newspapers’ open rates. Stand-by space is space that’s still available very close 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 means for the newspaper to gain some revenue from these left-over spots, while you take advantage of significantly reduced ad rates.
Usually a supply includes four things; the window of amount of time in that you would really like your ad to run, the quantity you are willing to invest 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 are allowing the ad to run can 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 one other terms of the offer).
Clearly stating your allowance for your stand-by space offer allows you to monitor the total amount of money that you will be spending within the course of one’s campaign. A typical method to designate your allowance is by setting a top on the total amount of ads that may be placed within your time window. For instance, if your offer states that you are willing to cover $200 for a fraction page ad and your allowance is $1,000, you can allow the newspaper know that you are only authorizing the use of up to 5 ads for a maximum charge of $1,000.
Other parameters that must be outlined are where and whenever you would really like these ads to run. The more flexible you are the 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 be sure that the newspaper understands that. If you’re open to any section in the newspaper, you are prone to get placed. In terms of the days of the week, you can request a newspaper only use your ads on the weekends (Friday, Saturday and/or Sunday) or you can authorize using the ad any day that space becomes available.
Finally, the ad art must certanly be submitted to the newspaper. You can create a specific size and the newspaper can only just use that size, or you can submit a number of sizes so your newspaper has more opportunities to truly get your ads placed. Either way, make certain the newspaper understands if your offer is for a dark and white ad or a color ad.
Stand-by space offers are a great way to truly get your ads into newspapers for not as compared to the regular rates. However, you need to understand that placement via stand-by offers isn’t guaranteed. If space does not become available, your ad will not be placed and you will not be charged. Stand-by space offers can be tricky and frustrating, so employing the help of an offer agency with expertise in newspaper advertising may be a good idea.
