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Posts Tagged ‘Advertising’

Report by Kate Schlentz

The multitude of promoting vehicles obtainable these days has manufactured it hard for numerous advertisers to distribute their advertising budgets. From traditional newspaper marketing to interactive internet-based marketing, the possibilities for advertisers are unlimited. A wholesome mixture of these and other promoting media is eventually the best method to a successful marketing campaign. However, lately the nay-sayers of newspaper promoting have began to garner attention. Let me to refresh your memory on the continued rewards of newspaper advertising.

Newspapers have been gracing the doorsteps of American homes because the early 1700s. That is about 300 a long time of budding romance amongst American buyers and their beloved newspapers. Lee Clow, the Chairman &amp International Director of TBWA\Worldwide explains that the, “Newspaper is a particular medium. It’s not urgent, not yesterday or tomorrow but today. Sitting with a newspaper and a cup of coffee in the early morning will always be a single of the most intimate media experiences there is.” The title of this post is “Newspaper Advertising…Positive aspects Revealed” so… when will the benefits be uncovered? I am acquiring to that! The newspaper has developed its reputation as a trusted supply of information this goes for not only its articles but for the ads it functions as properly. Each and every person newspaper has guidelines and restrictions that should be met by every advertiser. This is not usually the case with the truckload of advertisers that spot ads on the internet. Unfortunately, there are unscrupulous folks and organizations that are ready to submit adverts on various sites without having undergoing any kind of screening. Shoppers can keep on to really feel safe realizing that advertisements that make it to print have been checked out and accepted for their benefit.

Yet another benefit to newspaper promoting is the portable/long lasting factor of a newspaper. A newspaper is really simply toted from property to function, to lunch, again to perform and again to home. This makes it possible for readers to decide on up the paper when it is practical for them. As much as the permanent feature of the newspaper… let us glimpse at an instance. Over a cup of coffee you are perusing the pages of your community paper. You arrive across an ad for a new products that strikes your fancy. You set the paper apart until later on when you have some free time and can analysis the product. Later that week, you select up the ad and make a cellphone get in touch with to the firm marketing the product. The identical item is advertised while you are surfing the web. You bookmark the site in purchase to return to the website later on. Even so, later on that week the ad is seemingly gone from the website. Is it on a rotation? Was the ad pulled? You may possibly in no way know. This instance could be a bit remarkable, however it illustrates the gain of a tangible ad that an individual can revisit and assessment.

Probably the finest argument for creating the situation for newspaper advertising is the “opt-in” function. The world is full of annoying advertisements (not to say they do not operate), Tv commercials, pop-up internet adverts, spam emails, etc. etc. and so forth. Newspaper ads proceed to be an opt-in marketing method. People can determine whether or not or not they are going to examine your newspaper adverts. They know the advertisements are there, alongside the content articles they read daily, and they have the alternative. And as it turns out numerous grown ups are producing the option to examine those ads, because they discover them helpful. In a 2007 review accomplished by Mediamark, 51% of the adults they interviewed explained that they located newspaper advertising “considerably/quite helpful.” This day and age, individuals do not want to be bothered. Circumstance and point? DVRs are getting to be increasingly popular and enabling folks to completely skip about commercials. Individuals are finding a way about commercials, anti-spam filters are locating techniques to weed out spam emails, pop-up blockers are eliminating pop-up adverts. The list goes on. Nevertheless, newspaper advertisements have not turn into an annoyance, they carry on to be a resource of beneficial data for visitors of the newspaper.

Advertisers have a challenging determination in distributing their promoting budgets. There is no “right answer” for how or wherever to devote your money. No advertising plan is heading to be correct for all advertisers. Every single advertiser should test distinct adverts in various mediums in buy to discover out what will create final results. Newspapers have lengthy been a valued technique of promoting to organizations and folks all around the world. They provide positive aspects to advertisers that world wide web centered marketing cannot. Newspaper promoting is nevertheless doing work for advertisers that carry on to recognize its price. When you are divvying your promoting finances this year do your analysis, weigh your alternatives, but don’t neglect the price that newspapers have constantly offered advertisers.

About the Author

Kate Schlentz is the VP of National Advertising at US Newspapers.US Newspapers is a newspaper advertising agency representing far more than 6,000 local community newspapers in the United States. Given that their inception in 1998, US Newspapers has supplied consumers extremely useful print promoting goods at extremely discounted costs. Their Neighborhood Target Program™ tends to make mass newspaper marketing simple, at a value that helps make sense. For much more data, visit http://www.usnewspapers.com.

Write-up by James Copper

At times the aged attempted and correct approach of marketing even now works properly, even in a society dependent on digital communication. These kinds of is the case of newspaper advertising. Newspaper marketing may possibly be one of the oldest strategies of marketing – but it’s still surprisingly effective for many organizations.

Newspapers supply better visibility than numerous promoting mediums. Most folks study even now read a newspaper, at minimum once a day. In a newspaper that has a good circulation, an ad is probable to be noticed by visitors.

Newspaper advertising charges are dependent on a lot of aspects. The expense of an ad may possibly adjust centered on the attractiveness of the publication, size of the ad, which part of the paper the ad appears in, how often you plan to operate the ad, regardless of whether you need design assist with the ad, etc.

With a newspaper ad, you take the opportunity that your ad will be ignored by the reader. Viewers tend to tune out small advertisements, and they might overlook an ad that just seems in black and white. Typical black and white marketing in newspaper publications can be pricey, and may possibly not have the exact same affect as a color ad. Nonetheless, there is a way to proceed to use the large circulation of a newspaper, and the colour marketing of other mediums – merely by making use of newspaper inserts.

With a newspaper insert, you have a price-successful approach of promoting, you still consider advantage of the newspaper circulation, and you have a strategy of marketing that has been tested to generate extra sales and support your company produce a brand name image with clients.

A newspaper insert is essentially a paper flyer that is inserted into newspapers. These inserts are often referred to as preprints, P &amp D, or Totally free Standing Insert (referred to as FSI). The benefit of an insert is that it gives a lot more flexibility about a common ad. For instance, with an insert, you can:

* Use large high quality paper and attractive graphics to develop a special insert.* Add a “call to action” to your flier to capture the consideration of the buyer.* Insert get in touch with information or specific details about sales, promotions or particular activities.* Generate an ad that stands apart from your opposition.

Newspaper inserts are a cost efficient technique for generating advertising – in truth, it is much more charge effective than some of the other hugely coveted techniques of advertising – direct mail, radio or television commercials.

With newspaper inserts you can use an ad that is guaranteed to be delivered to the doorstep of countless numbers of possible consumers. You have the capacity to pick specifically which houses get the ad (based mostly on postal codes or demographics) and you marketplace you business in a way that yields great results. Newspaper promoting tends to set up credibility to firms and the repeat publicity provides buyers a feeling of believe in with brand identity.

Examine the cost of immediate advertising mailing to newspaper inserts – you will devote four to 5 instances as considerably on immediate mailing as newspaper inserts. There are even a range of world wide web companies that can get ready your newspaper insert and send it directly to your chosen newspaper for insertion. Firms like Wholesaleinserts.com can significantly cut the charge of your newspaper insert. Newspaper advertising can be very price efficient and deliver new customers to your door. It all depends on how you pick your marketing and how willing you are to get the most out of your newspaper investment.

About the Writer

James Copper is a writer for http://www.bigstrategies.co.uk

Write-up by Renata McGee

All media used by customers incorporates the use of ads with the goal of obtaining folks to buy goods or use a certain company’s companies. The development of ads whether they are used in a journal or for a tv system take a lot of planning and creative capacity. Pupils can discover how to use their abilities in composing and art to obtain an on-line training in promoting.

Advertising is particularly centered on acquiring buyers to purchase, use, and assist products and organizations. Pros in the discipline use different approaches of informing folks about goods. Ads for billboards, newspapers, magazines, websites, and more all use similar techniques but present them in a various way. Online training is geared in the direction of teaching pupils to use creative and visual qualities to successfully offer a products. Inside of the professional workplace work responsibilities incorporate making ideas for an promoting marketing campaign, overseeing the innovative design and style, and functioning with the financial division to plan the promoting marketing campaign all around the budget of the organization. Job instruction online teaches students how to attain these projects by way of courses and sensible knowledge.

The widespread educational route taken by students is attaining a bachelor’s degree or master’s diploma in advertising. Customarily, marketing is related to attaining a diploma in mass communications. Pupils ought to search for a degree system beneath the class of journalism and communication. The marketing degree acquired by way of schooling is earned as a specific concentration.

To find out how to generate and comply with through with promoting procedures college students really should commence by attaining a bachelor’s degree. The greatest concentrate of a bachelor’s degree method is to instruct college students how to use all kinds of media to market and sell goods. Promoting idea, media management, campaign strategy, and advertising and marketing are covered subjects to get ready college students to realize and apply function responsibilities. Main skills obtained include composing copy, laying out ads, and using industry regular laptop or computer programs effectively. Pupils have the capacity to enter reduce degree careers as properly as managerial positions upon completion of a method.

Furthering training at the master’s degree level teaches students how to get their expertise of advertising and use it to a world-wide market place for huge firms. College students have the choice to specialize in locations that contain innovative method, media arranging, and new technology. Applications train college students how to use advertising by way of programs centered on advertising for society, constructing a marketing campaign construction, and composing for the media. Students find out innovative knowledge and skills to give them with the capability to take an advertisement and make it successful in a various country. This is essential since students have to produce excellent research expertise. Other nations generally have a different marketing design than the United States and advertising managers have to produce a marketing campaign based mostly on their investigation. Organizations that offer products overseas hire diploma-holding students with these skills. Continuing schooling by gaining a PhD in the field prepares students with in depth examine to become consultants and teachers.

Marketing experts will carry on to shape how merchandise are sold by advancing with technologies and societal trends. Schooling is a essential element in a student’s potential to produce advertisements. Work with a business and help them sell their product by finishing an accredited online promoting degree system these days.

DISCLAIMER: Previously mentioned is a GENERIC OUTLINE and may or might not depict precise approaches, courses and/or focuses related to ANY 1 particular school(s) that might or may not be advertised at PETAP.org.

Copyright 2010 – All rights reserved by PETAP.org.

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About the Writer

Renata McGee is a employees writer for PETAP.org. Locate Accredited On-line Advertising Educational institutions supplying the education you’re looking for at PETAP.org, your Partners in Training and Tuition Guidance Packages.

Newspaper advertising (http://www.mcaads.com/) is one of the most common ways to advertise in many countries. Often cheaper than broadcast advertising, newspaper advertising usually provides advantages of greater market share in many
locations. Also, newspaper advertising does not depend on the target audience having a television or radio on at a certain time in order to receive the message of the advertisement.Classified newspaper advertising is in-column advertising that follows the natural flow of the column down the page vertically.Classified advertising  is usually the cheapest option for most people and appeals to those who are after a certain market. For example, those seeking to rent an apartment, find a job, or buy a pet typically may use classified ads to aid in their searching. Although not traditional to classified ads, many publications offer small graphics and borders with classified ads. Classified ads are usually found in a specific section.Classified Newspaper Advertising is one of the most powerful and cost effective ways to promote your business. Advertising in Newspaper Classified Networks puts your ads in groups of newspapers – so you are getting more advertising with one placement and at less money than single placement advertising.A newspaper network is group of several newspapers  that each offer space in their individual newspapers for one group price. Each individual newspaper has the right to reject an ad based on their specific requirements, which does not necessarily reflect the view of the entire network. Simply, it allows the advertisers to (bulk¦ buy advertising space to reach more readers less money than single placement advertisement.
Newspaper Networks are grouped by something similar they share, whether it is ownership, location, or distribution types. Generally they are made up of International, National, Regional, Statewide or citywide.For optimizing the newspaper advertising investment MCAads.com (http://www.mcaads.com/) have packaged newspapers into customized newspaper networks in addition to presenting the more widely available newspaper groups.
Apart from the newspaper advertising MCAads.com is the leader in knowing the keys to keeping a website at the top of the all the Major Search Engine’s  (Google, Yahoo, Msn, Ask.com , AOL search etc.)MCA choose the most effective keywords or phrases for your site by using techniques that specifically and directionally target the market you are selling to. MCAads.com also test keyword phrases, and
spellings, separately, and against each other to develop a list of the most popular options. And then blend them into meta tag titles and descriptions, and throughout the content of a website.

‘The death of print’ is perhaps the most anticipated and least actualised phenomenon in our modern world! Every internet news platform says that the death of print is just around the corner … every newspaper says that print media is only becoming stronger. As usual, the truth lies somewhere in between the two opposing pieces of marketing spin. Newspaper readership has declined substantially over the past decade, but there is still a niche readership of actual print media left … one that is certainly worthwhile targeting as part of your business advertising campaign. Today we check out the real power of newspaper advertising.

Newspaper Advertising – Flip It Over, or Read It Through?

The massive raft of both advantages and disadvantages of newspaper advertising generally leads businesses to include it in their media mix to some degree. Here are the main advantages and disadvantages that determine the real power of newspaper advertising.

Advantages:

Geographic targeting is much easier with newspaper advertising. Newspapers are either local, statewide or national, and if your audience consists only of people that are likely to walk past your physical store, the local newspaper is a fantastic place to advertise.
There is a massive range of sizes available for newspaper advertising; you have quite a bit of creative flexibility
Most newspapers offer free help in drafting newspaper advertising copy and many will also do the creative design for you. This help is not always as professional as the result you’d get through a dedicated advertising agency … but it is free!
Newspaper advertising has short lead times, and allows you to respond to changing market conditions.
Special positioning is available for newspaper advertising run in larger publications. You can request to run your ad alongside a column whose topic relates to your business, or on a specific page. In many publications this special placement costs no extra.
Newspaper advertising is fairly low-cost; especially when compared to impact media such as TV advertising.

Disadvantages:

Many newspapers have seen their readership decline However, you should remember that while many newspaper readers have moved online, people are far less likely to click on online advertising than they are to remember or respond to newspaper advertising.
There’s a lot of ‘noise’ in the newspaper market; there are usually several major statewide newspapers, as well as a few respected national newspapers, with which community papers compete for readership.
Image and design can be compromised by the newsprint paper. Although it has come a long way, newsprint has a definite grey look that replaces any areas of ‘white’ on your newspaper advertising, frustratingly.
Newspapers are highly visible … both by consumers, and your competitors. It isn’t uncommon to find your discounts or sales echoed by competitors a week after your own ad runs. You’ll need to back up newspaper advertising with a solid and unique business premise.

Newspaper advertising is still a highly relevant and effective part of any media mix, especially for small and locally-based businesses.

I get a ton of email asking about newspaper advertising. First and foremost, people want to know if the growth and popularity of the Internet and other forms of “new” media have rendered newspapers obsolete as an effective advertising medium. And to that I say, no way! Newspapers are alive and well, and as effective as ever! If they weren’t, advertisers (of all shapes and sizes) wouldn’t continue to throw billions of dollars at them every year! Newspapers – local and national – will always be there. They’re not going anywhere, no matter how big the Internet gets or how many forms of “new media” are introduced. They’ve stood the test of time – through radio, TV and the Internet — and they’ll always be a great place to advertise, provided your target market is within the newspaper’s demographic.

Next, people are always asking for advice on newspaper advertising. They want to know the best newspapers to advertise in, the best times to advertise, the best size ads to use, what colors work best, what to say, how to say it, etc. For those people, I’ve put together this list of my best newspaper advertising “secrets.” (Fourteen to be exact.)

Of course, these aren’t really “secrets” – this advice has been around for years. Unlike the Internet and other forms of “new media” which seem to change every day (creating a constant need for bigger and better marketing strategies), newspaper advertising hasn’t changed much in the past 25 years, meaning the tips and techniques that follow have proven themselves to work over and over again. Time-tested and proven – the best kind of advice!

Here we go:

Tip #1: Consistency is key in newspaper advertising. Whether you’re interested in community, local or national newspaper advertising, always think in terms of using it consistently no less than once a week.

Tip #2: Certain days work better than others for certain types of advertising. Generally, the best day to run a newspaper ad is Sunday. That’s when most people spend the most time reading the paper. Let’s take a look at the other days:

Monday is good if your audience is primarily men all weekend sports are usually summarized on Monday.

Tuesday and Sunday are great days for classified ads, especially financial or business related classified ads.

Wednesday and Thursday are good days if those are the food or health days in your paper, and yours is a food or health related offering.

Friday is a good day if your business picks up on the weekends restaurants, bars, nightclubs, some retailers, concert venues, farmer’s markets.

Saturday is good because fewer advertisers use the Saturday edition, thinking it’s a bad day for readership. This means less competition for your prospects attention and money

Tip #3: Positioning your ad. To gain maximum exposure, request that your ad run in the main news section of the paper, as far forward as possible. Traditionally, you were told to always ask for a right-hand page, but recent studies have shown it doesn’t really make a difference. Half the people read the newspaper front to back, the other half, back to front. You should, however, request that your ad be positioned above the fold.

Tip #4: Dominating a page, without paying for it. To dominate a page in the newspaper, which is usually 8 columns wide by twenty-two inches high, design an ad that is five columns wide and twelve or more inches high. This is proven to have the same affect as a full-page ad, at a much lower cost.

Tip #5: Use color. You should also inquire about adding one color. The use of just one color, any color, can dramatically increase your “net exposure” (what I call the number of people who actually read your ad) and nearly double your response rate.

Tip #6: Whatever you do, don t let the newspaper people design your ad for you. Have your ad professionally designed, otherwise it will look like every other ad in the paper. (I once worked in a newspaper ad department, believe me, I know!) Be sure the designer has experience in newspaper ads, too. You want your ad to reproduce properly, which means it may need a certain line-screen. Also, stay away from reverse-type white type against a black background. Keep your type clear; your headline bold.

Tip #7: Make your ad newsworthy. People read newspapers to get the news, so try to make your ad as newsworthy as possible. If your ad is small, give it a distinctive border so it creates a visual identity for your ads.

Tip #8: You’re paying for that space – use it! Be sure to give your prospects enough information to buy what you’re selling. And don’t fall into the trap of revering white space because it looks good. You’re paying for every square inch of that ad – use it. Your ads should win sales, not design awards.

Tip #9: Test, test, test! If you’re just getting started in newspaper advertising, don’t settle on just one newspaper. Test your ad in the various newspapers available to your market to figure out which one works best. Once you’ve figured out which newspapers are read (the most) by your prospects, stick with them.

Tip #10: Don’t expect it to work overnight. CARDINAL RULE: Don’t expect newspaper advertising to work instantly! (This takes us back to Tip #1: Consistency is key.) Unless you make a time-sensitive offer such as a free gift for stopping by before a certain date, or offer a discount coupon with an expiration date, don’t expect a stampede of customers through your door the day you run your ad. It won’t happen. Never does.

Tip #11: Use “tracking devices” to measure ad performance. A “tracking device” is any element you can include in your advertising that makes it easier to measure that ad’s effectiveness. Adding a number code or color code to your coupons is a good example of a “tracking device.” This will make them easier to track if you’re using more than one newspaper or advertising on different days. You want to know which coupons came from where, when, and how many. That way, you’ll know which newspapers work the best for you, and on which days, and even which headlines work best for those papers on those days. Get it?

Tip #12: The “big” newspapers aren’t as expensive as you think. If you’re not happy with your local newspaper, or you’d like to hit a larger audience than just your town, look into advertising in the regional editions of USA Today, The New York Times or The Wall Street Journal, if your prospects read them. These regional editions, while more expensive to advertise in that your local newspaper, are much less expensive to advertise in than the national editions. (If you’re a local or regional business, you should NEVER advertise in the national edition. I don’t care what the ad rep tells you, don’t waste your money.)

Tip #13: The first thing people will see in your ad is your headline. This should entice the reader into wanting to learn more. I always INSIST that a headline make a meaningful or fascinating statement of benefit – or an outright offer – to the reader. For instance, “Get Your Tax Refund Today!” or “Professional Tax Preparation Only ” are much better headlines than “Bob Jones Tax Service.” That’s pretty obvious, I know, but I can’t tell you how many people put the name of their business or product or service or worse yet, some totally worthless copy, in place of a headline and then hide the meaningful, fascinating stuff in the copy. It’s the biggest mistake in advertising! Put your main benefit or offer in the headline (and/or subheading) so even those who don’t read the entire ad will get the main point.

Tip #14: Next, people will see the visual, any subheadings, and then your name. Adding a visual can TRIPLE the “net exposure” of your ad. More people will notice it if it has a photo or image, which means more, in turn, will RESPOND to it. A photo of yourself will add instant credibility. A product image is better than a logo. Even better is an image of your product or service being used. Let people see it in action. Let them see how good it looks, how good it fits or how good it works. Let them see the smile on the face of a person using it.

Even in this super-high-tech day and age, any businesses still rely on newspaper advertising as their primary marketing tool. The key to success with it is to know the “tricks of the trade” I just revealed to you and to stick with it long enough for it to work its magic. (Read: Consistency is key.) The advertising graveyard is full of failed businesses that gave up on newspaper advertising before it had a chance to prove it’s effectiveness. If you’ve made up your mind to do it, whatever you do, DO IT, and don’t give up on it until it works. It will!

1. Newspaper classified advertising.
If you are running a statewide classified newspaper advertising campaign there are state newspaper associations that offer great rates on almost all the papers in your state.  Discount newspaper advertising rates may be 30% – 50% – 70% off list, if you buy classified advertising through your state newspaper association.  Yes, they’re that much cheaper.

State Associations can be found online, in directories, and in “The Intelligent Testing System” – a program that offers specific reference data on classified advertising.  It’s a compilation database of names, addresses, and phone numbers of all the state newspaper associations in the U.S., along with all the major national classified ad buying associations. It also includes the specific discount rates for virtually every local paper published in the United States.

If you want to learn how to place 100 to 10,000 classified ads nationwide with a single phone call at highly discounted rates, The Intelligent Testing System is the ultimate program on classified ads. You’ll see exactly  where to buy cheap newspaper advertising and how to purchase newspaper classified advertising in bulk at a discount. 

2. Local Newspaper Advertising. 
Discount advertising rates abound in local newspaper advertising if you know how to ask.  If you’re just buying one ad one time it’s pretty hard to get cheap newspaper advertising rates.  But if you are a local retailer, all your ads are going to be local advertising.  And chances are great that you’re placing more than just the single ad, so you have A) good credibility and B) great negotiating power – so you need to C) ask for a discount for all local ads your print advertisement campaign. 

Everyone likes a winning ad – advertisers love it because it consistently brings in business, the papers love it because if a client’s retail print advertising is successful, they’ll run it more frequently – perhaps forever.  So ask for a discount for your print advertising rates, and here’s the way you go about it.

3. Here’s how to politely ask for a discount newspaper advertisement rate:
Ask for
· 2 ads for the cost of 1 (buy one get one free special)
· Ask for a larger ad at a smaller ad price
· Buy 2 get one FREE rate
· Mail Order Rate
· Multiple Insertion Rate
· Contact Rate (for longer insertion contracts)
· Remnant Space Rate

4. Send a press release with every ad you place.
A press release doubles your exposure and with the successful placement of your press release, your credibility goes up – way, way up. 

Remember, newspaper editors love press releases.  They have a complete newspaper to fill up every day (every week for weekly papers) and writing it all themselves is tough.  Newspaper advertising needs support from the editorial, and if you write your press release correctly you’ll be providing this editorial support.  See our 85-page chapter on writing press releases in the book, “How To Market a Product For Under 0.”

5.  Ask your local paper for “Remnant space.”
If placing national ads, use a remnant space buying service – there are several great ones around, and are shown in the book “Direct Marketing Strategies.” 

“Remnant space” is the term that makes all newspaper and magazine publishers cringe. 

Also called “Standby space,” this is the unsold part of the newspaper left over just before the newspaper goes to press.  Like an empty seat on an airplane when the door is closing, newspaper advertising space is a perishable commodity.  The newspaper publisher can’t leave it blank – it would appear as a white hole in a gray page of print, so sometimes they’ll run a house ad for the newspaper, or sometimes a free ad for a charity like the United Way.  But most times it’s sold, and anything paid for it is better revenue than a non-paid space.  This can mean cheap and highly discounted newspaper advertising space ads for you.

Remnant ad space is always sold late in the selling cycle, at the last closing moments before the printing process.  You won’t know if your remnant space ad made it into the paper until the last second, but the steep discounts make it worth the wait. 

Discount newspaper advertising rates can be as high as 80% off list.  That’s right, you can get cheap newspaper advertising space by paying 20¢ on the dollar by asking for “remnant space” or “standby space.” For the complete article on how to buy discount newspaper space please read the book, Uncommon Marketing Techniques, or click through to our website as sometimes we feature this article in our rotating article presentations.

Regardless of the price you pay for your newspaper advertising rates, always ask for great placement of your ad in the FRONT of the paper, on the TOP of the page (called above the fold) and flush right – on the RIGHT HAND (outside position) of the RIGHT hand page.  This is the highest visibility spot in the paper.  Ads that are in the lower part of the paper or buried in the gutter are much lower visibility and lose effectiveness from this poor placement. 

You need to ask for this “FFRH” (Far Forward Right Hand” position above the fold spot before you say “yes” to the final placing of your ad.  Once you say yes to placing your newspaper ad, you don’t have any further negotiating power.  Even highly discount print advertising rates won’t help if your ad isn’t seen because it’s in the left hand page gutter – visually buried under everyone else’s ad. Hope this is helpful.

1. Newspaper classified advertising.
If you are running a statewide classified newspaper advertising campaign there are state newspaper associations that offer great rates on almost all the papers in your state. Discount newspaper advertising rates may be 30% – 50% – 70% off list, if you buy classified advertising through your state newspaper association. Yes, they’re that much cheaper.

State Associations can be found online, in directories, and in “The Intelligent Testing System” – a program that offers specific reference data on classified advertising. It’s a compilation database of names, addresses, and phone numbers of all the state newspaper associations in the U.S., along with all the major national classified ad buying associations. It also includes the specific discount rates for virtually every local paper published in the United States.

If you want to learn how to place 100 to 10,000 classified ads nationwide with a single phone call at highly discounted rates, The Intelligent Testing System is the ultimate program on classified ads. You’ll see exactly where to buy cheap newspaper advertising and how to purchase newspaper classified advertising in bulk at a discount.

2. Local Newspaper Advertising.
Discount advertising rates abound in local newspaper advertising if you know how to ask. If you’re just buying one ad one time it’s pretty hard to get cheap newspaper advertising rates. But if you are a local retailer, all your ads are going to be local advertising. And chances are great that you’re placing more than just the single ad, so you have A) good credibility and B) great negotiating power – so you need to C) ask for a discount for all local ads your print advertisement campaign.

Everyone likes a winning ad – advertisers love it because it consistently brings in business, the papers love it because if a client’s retail print advertising is successful, they’ll run it more frequently – perhaps forever. So ask for a discount for your print advertising rates, and here’s the way you go about it.

3. How to politely ask for a discount newspaper advertisement rate:
Ask for

o 2 ads for the cost of 1 (buy one get one free special)

o Ask for a larger ad at a smaller ad price

o Buy 2 get one FREE rate

o Mail Order Rate

o Multiple Insertion Rate

o Contact Rate (for longer insertion contracts)

o Remnant Space Rate

4. Send a press release with every ad you place.
A press release doubles your exposure and with the successful placement of your press release, your credibility goes up – way, way up.

Remember, newspaper editors love press releases. They have a complete newspaper to fill up every day (every week for weekly papers) and writing it all themselves is tough. Newspaper advertising needs support from the editorial, and if you write your press release correctly you’ll be providing this editorial support. See our 85-page chapter on writing press releases in the book, “How To Market a Product For Under 0.”

5. Ask your local paper for “remnant space.”
If placing national ads, use a remnant space buying service – there are several great ones around, and are shown in the book “Direct Marketing Strategies.”

“Remnant space” is the term that makes all newspaper and magazine publishers cringe.

Also called “Standby space,” this is the unsold part of the newspaper left over just before the newspaper goes to press. Like an empty seat on an airplane when the door is closing, newspaper advertising space is a perishable commodity. The newspaper publisher can’t leave it blank – it would appear as a white hole in a gray page of print, so sometimes they’ll run a house ad for the newspaper, or sometimes a free ad for a charity like the United Way. But most times it’s sold, and anything paid for it is better revenue than a non-paid space. This can mean cheap and highly discounted newspaper advertising space ads for you.

Remnant ad space is always sold late in the selling cycle, at the last closing moments before the printing process. You won’t know if your remnant space ad made it into the paper until the last second, but the steep discounts make it worth the wait.

Discount newspaper advertising rates can be as high as 80% off list. That’s right, you can get cheap newspaper advertising space by paying 20 cents on the dollar by asking for “remnant space” or “standby space.” For the complete article on how to buy discount newspaper space please read the book, Uncommon Marketing Techniques, or click through to our website as sometimes we feature this article in our rotating article presentations.
Regardless of the price you pay for your newspaper advertising rates, always ask for great placement of your ad in the FRONT of the paper, on the TOP of the page (called above the fold) and flush right – on the RIGHT HAND (outside position) of the RIGHT hand page. This is the highest visibility spot in the paper. Ads that are in the lower part of the paper or buried in the gutter are much lower visibility and lose effectiveness from this poor placement.

You need to ask for this “FFRH” (Far Forward Right Hand” position above the fold spot before you say “yes” to the final placing of your ad. Once you say yes to placing your newspaper ad, you don’t have any further negotiating power. Even highly discount print advertising rates won’t help if your ad isn’t seen because it’s in the left hand page gutter – visually buried under everyone else’s ad. Hope this is helpful.

Bio, Jeffrey Dobkin –
If you’re struggling with poor response from your direct marketing newspaper campaigns, you can solve this problem and get help fast. Get amazing results by reading practical how-to marketing tips to increase

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