Newspaper advertising works. In fact, newspaper advertising is producing better results now, than it’s in years as a result of significant decline in advertisers (which means less competition for you personally!) It is a superb time to make the most of this less competitive medium.
Due to the weak economic climate, newspapers tend to be more ready to negotiate on the price tag on ads. Writing offers to the newspapers for stand-by space is a superb way to position ads for around 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 method for the newspaper to gain some revenue from these left-over spots, while you make the most of significantly reduced ad rates.
Usually an offer includes four things; the window of time in that you would like your ad to run, the quantity you are willing to invest on this campaign, the locations and dates your ads can run, and finally, the ad art.
The window of time in that you are allowing the ad to run may be anywhere from seven days to multiple weeks. Generally, a 2-3 week window works well 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 budget for the stand-by space offer enables you to monitor the amount of money that you will be spending within the course of your campaign. A typical way to designate your budget is by setting a limit on the amount of ads that may be placed within your own time window. For example, if your offer states that you will be willing to cover $200 for a fraction page ad and your budget is $1,000, you can allow the newspaper know that you will be only authorizing the use of up to 5 ads for a maximum charge of $1,000.
Other parameters that need to be outlined are where and whenever 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 was created to only run in the sports section, you have to ensure that the newspaper understands that. If you should be available to any section in the newspaper, you are prone to get placed. So far as the times of the week, you can request that the newspaper only use your ads on the weekends (Friday, Saturday and/or Sunday) or you can authorize use of the ad any day that space becomes available.
Finally, the ad art must be submitted to the newspaper. You can cause a certain size and the newspaper can only use that size, or you can submit a variety of sizes so the newspaper has more opportunities to really get your ads placed. In either case, ensure 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 really get your ads into newspapers for not as compared to the regular rates. However, you must understand that placement via stand-by offers isn’t guaranteed. If space does not become available, your ad won’t be placed and you won’t be charged. Stand-by space offers may be tricky and time intensive, so employing assistance from an offer agency with expertise in newspaper advertising can be a good idea.