|
In the above example, you'll notice that
the newspaper's available page size is about 10 inches wide by 15
inches high. A full page ad, then, would cover this entire
area.
Smaller ads are identified according to
the portion of the page they use. The
advertiser can sometimes choose between a wide ad or tall ad, yet
still pay the same price. This option is commonly available in
newspapers, magazines, and other print publications. This is
because ad space is sold according to the column inch.
Notice how the increased "frequency"
reduces the cost per each insertion of an ad. For example, an 1/8 page ad,
regularly $110 each, costs only $95 for each issue (or a total of $285 for all three printings)
when running for 3 issues.
The number of issues,
or frequency, is a commitment made by the advertiser to you.
He or she is saying they'll commit to placing this ad at least this
many times.
The actual content of an ad may change
each issue. Even the size of the ad may change. And you
will then need to adjust the cost.
If you
must rebuild the ad yourself each time (which is often the case)
then you may need to add a slight adjustment fee for the time and
labor of building new content for the ad. But it's also common to simply
charge for the frequency or number of times the ad will run in the
paper.
Of course, you don't want to advertise that
liberal policy (free changes) up front, unless you're really under pressure from
the competition. And you would not add any extra
fees for changes if the customer is upgrading to a bigger ad, anyway.
In all pricing, keep two things in mind:
1. The advertiser must not be "milked"
for every dollar, or even made to feel that he is being hit with too
many charges. Don't get greedy if you want the paper to be
successful years from now.
2. You must be able to pay your own
bills, including any payroll you may have. So you must charge
for services that cost you money.
Fair pricing can help to secure a place
in the marketplace for your publication for years to come.
Over-charging provokes advertisers to look for other options.
But trying to simply be "the cheapest paper around" will usually
force you out of business.
Strive for quality in all things.
Work hard to be fair. Save money where you can, then pass some
of the break on to your advertisers.
|
