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 personally!) It is a good time for you to take advantage of this less competitive medium.
Because of the weak economic climate, newspapers are far more ready to negotiate on the price of ads. Writing offers to the newspapers for stand-by space is a good way to put ads for as much as 75% off newspapers’ open rates. Stand-by space is space that is still available very near the newspapers’ final deadline. Generally the newspaper will fill these spots with in-house (or non-paid) advertisements. naija news Obviously some revenue is preferable to none, so accepting stand-by offers is really a way for the newspaper to achieve some revenue from these left-over spots, while you take advantage of significantly reduced ad rates.
Usually a present consists of four things; the window of time in that you would really like your ad to perform, the quantity you’re willing to pay 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 perform can be anywhere from 1 week to multiple weeks. Generally, a two to three week window works well 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 the stand-by space offer allows you to monitor the total amount of money that you will be spending on the course of your campaign. A standard solution to designate your allowance is by setting a cap on the total amount of ads that can be placed within your own time window. For example, if your offer states that you are willing to pay $200 for a fraction page ad and your allowance is $1,000, you are able to allow newspaper know that you are only authorizing the employment as high as 5 ads for a maximum charge of $1,000.
Other parameters that need to be outlined are where and when you would really like these ads to run. The more flexible you’re the much more likely your ad will be picked up. However, if your ad was created to only run in the sports section, you have to be sure that the newspaper understands that. If you are ready to accept any section in the newspaper, you’re more prone to get placed. In terms of the days of the week, you are able to request that a newspaper only use your ads on the weekends (Friday, Saturday and/or Sunday) or you are able to authorize use of the ad any day that space becomes available.
Finally, the ad art must certanly be submitted to the newspaper. You can cause a certain 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. In either case, make certain the newspaper understands if your offer is for a black and white ad or a color ad.
Stand-by space offers are a good way to truly get your ads into newspapers for not as compared to the regular rates. However, you should recognize that placement via stand-by offers is not guaranteed. If space does not become available, your ad won’t be placed and you won’t 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.