Determining and comparing newspaper advertising costs can quickly get complicated. Once you've tracked down a newspaper advertising rates cards, you're then faced with the delightful challenge of making sense of it all. There's no "one size fits all" to make existence easy. Instead, newspaper advertising costs depend on a number of factors, some of which you might find surprising. To answer the question, "How much does it cost? ", the answer would be: "It all depends. "

8 factors that affect newspaper advertising expenses (within the one publication) are:

type of ad
size
day of the week
section or lift-out
page position in just a section
left hand side VS right hand side
colour VS black and white
annual spend/expenditure commitment
In this article, I'll discuss the 8 aspects that determine newspaper advertising costs in Australia. I'll also provide an example of how much it would cost to place a display advertising in The Courier Mail (a Queensland newspaper). As you'll see, newspaper advertising costs can quickly add up. If you're on a tight budget, as numerous of us are these days, knowing what most affects the cost, allows you to cut back where you can.

#1 Type of Ad - Screen VS Classifieds VS Inserts

The first factor that decides the cost of a newspaper advertisement, is the type of ad. The majority of Australian newspapers offer a number of different types. Display advertisements appear throughout a newspaper, and may use colours, illustrations, photographs, or even fancy lettering to attract the reader's attention. These provide a great deal of creative control over the content of the ad, without having to be limited to just text. They also aren't grouped according to classification, unlike classified ads. Display advertisements are typically charged at a rate for each single column centimetre. In other words, the height in centimetres and width in columns determines the cost of the advertising area. On the other hand, classified ads are typically charged based on 'lineage' or per line.

Another form of advertising offered by most major papers are 'inserts' - separate advertisements that are placed inside the newspaper, and can have more than one page. Inserts are often charged at a rate of per 1000 per number of pages. For the purposes of this article, we're going to limit our discussion to show advertisements.

#2 Size Matters

The second factor that contributes to the cost of newspaper advertising, is size. As mentioned above, display ads costs are calculated based on their height in centimetres, and width in columns. Most newspapers have their personal standard sized advertising spaces, which your ad needs to fit into. Some newspapers offer nonstandard sized spaces, like a 'U' shaped ad around the edges of an open paper, but be prepared to pay a higher price for irregular sizes and shapes.

A few look at the standard sizes available in The Courier Mail, as an example.

"Small Page Strip", 6cm high by 7 copy wide, the minimum casual cost per day (based on a Mon-Fri Casual rate of $AU58. 51) is $AU2457. 42.
"Medium Page Strip", 8cm high by 7 columns wide, the minimum casual cost per day is usually $AU3276. 56.
"Quarter Page Strip", 10cm high by 7 columns wide, the minimum casual cost each day is $AU4095. 70.
"Horizontal Half Page", 20cm high by 7 columns wide, the minimum casual price per day is $AU8191. 40.
"Full Page", 38 cm high by 7 columns wide, the minimum informal cost per day is $AU15563. 66.
"Vertical Half Page", 38cm high by 4 columns wide, the minimal casual cost per day is $AU8893. 52.
"Vertical Third Page", 38cm high by 3 columns wide, typically the minimum casual cost per day is $AU6670. 14.
"Vertical Quarter Page", 38cm high by 2 columns broad, the minimum casual cost per day is $AU4446. 76.
"Portrait Half Page", 28cm high by 5 posts wide, the minimum casual cost per day is $AU8191. 40.
"Portrait Third Page", 20cm high by four columns wide, the minimum casual cost per day is $AU4680. 80.
"Portrait Quarter Page", 20cm high through 3 columns wide, the minimum casual cost per day is $AU3510. 60.
Here you can see that the cost of a typical size display ad can range from at least $2457. 42 per day for a small page strip, and up to at least $15563. 66 per day for a full page advertisement. That's an awful lot of money to invest in a single page, that will only be published on a single day. Most of us simply don't have that kind of cash to throw around, so you'd really need to know what you were performing. This example demonstrates how much the size of a display advertisement affects the price.

#3 Day of the Week

The third factor which contributes to the cost of a newspaper advertisement is the day of the week on which the advertisement is published. Typically, newspaper blood circulation is greatest on the weekends, and so the advertising rates for major Australian newspapers are adjusted accordingly. In our sort of The Courier Mail, the rates are cheaper on a weekday, more expensive on a Saturday, and most expensive on a Sunday. For basic display ads, Saturday ads are 25% dearer than Monday - Friday ads, and Sunday advertisements are almost 90% dearer than Monday - Friday ads.

This pattern may vary though, depending on the circulation of the particular publication. For instance, The Age is most expensive on a Saturday. To illustrate how much of a difference it makes - a little page strip ad in The Courier Mail on a weekday would be at least $2457. 42, and the exact same ad operate on a Sunday would be at least $4637. 64.

#4 Different Sections or Lift-Outs

Most newspapers are divided into various sections and many have lift-outs - and this is the fourth factor that determines newspaper advertising costs. Different areas attract different readers and different volumes of readers, and so the advertising rates are adjusted to reflect this. Like an advertisement placed in the CareerOne (Employment) lift-out in The Courier Mail, costs 2% more than the general section. Quotes for CareerOne, also vary depending on the day of the week, as mentioned above. Some examples of other sections that may have different prices include: Adult Services, Funeral Notices, Real Estate, and Business.

#5 Page Position Within a Section

The next factor that may significantly affect the price of a newspaper ad, is the page number on which the ad appears, within a certain area. The most expensive part of the paper is typically the front section, which might include the first 10 or so pages, and is referred to as often the "early general news" or EGN for short. In our example of The Courier Mail, page 2 in the EGN section attracts a 60% loading. Similarly, the first 11 pages have at least a 50% markup. This type of launching is common practice across Australian news publications. Now let's say we wanted to place a small page strip ad in The Courier Mail on a weekday, on page 3 in EGN, the cost would be at least $4054. 74.

The first few pages and back again pages of other key sections of the paper, such as Business, also attract a higher loading. For The Courier Email, the very back page attracts a 65% markup. You can see how the page position of an advertisement can have a substantial impact on the price.

#6 Left Hand Side VS Right Hand Side

The next factor is also related to position of the ad, but relates to that side of an open newspaper the ad appears in. You might be surprised to know that, in some publications, an advert that appears on the right hand side of an open paper, will cost more than one that appears on the left hand side. This is related to the way readers actually read a newspaper, and where their attention is focused. This factor may also be tied to the exact page position of an ad, and which section it appears in. For example , in The Courier Mail, for ads upon pages 12 to 21, a right-hand side ad costs 5% more than a left-hand side ad.

#7 Color VS Black and White

Another factor that substantially affects the price of a newspaper advertisement, is whether the ad features coloring, and how many colours. Colour ads are more expensive than monochrome or black and white ads. Some newspapers may distinguish between multi-colour advertisements and those that only feature one added colour (called "spot colour"). For example , The Courier Mail charges thirty percent more for multi-colour display ads, and 20% more for 'spot' colour display ads. Remember, that this is definitely combined with any positional loading.

So let's say we wanted our small page strip ad in full colour within the Courier Mail on a weekday, on page 3, that would be calculated as: $2457. 42 + 30% colour loading sama dengan $3194. 65 + 65% positional loading for page 3 = $5271. 17

You can see here how the expense of our ad has more than doubled after we've factored in the colour, and position of the ad.

#8 Annual Spend/Expenditure Commitment

Now here's a factor that also affects the price of your newspaper ad, but this time it's a decrease, with a capture, of course. If you have the budget, and are prepared to commit to spending a certain amount annually, usually by entering into a 12 month contract, you might be entitled to a discount. However , the discount depends on how much you're prepared to spend. For example , to qualify for a 4% discount within the Courier Mail's advertising rates, you need to spend at least $38500 per year. If you're a small business owner, chances are you're not working with this type of budget, so bye-bye discount.

Just in case you're curious, businesses that annually spend at least $2. 3 million using the Courier Mail, receive a 13% discount. In my opinion, this form of discounting simply highlights how biased mainstream advertising can be towards big business. Where's the discount for all the struggling small businesses? But that's another story.

Summary:

To sum up, all those 8 factors again, and how they'll affect the cost of your ad:

type of ad - display VS classifieds VERSUS inserts - rates based on different measurement units
size - pay more for bigger ads
day of the 7 days - weekends are more expensive
section or lift-out - early general news (EGN) is more expensive
page position in a section - front pages and back pages cost more
left hand side VS right hand side - RHS is dearer
shade VS black and white - pay more for full colour
annual spend/expenditure commitment - get a discount if you spend upward big
Now that you know what affects the price of a newspaper advertisement, you're better prepared to decide where and how you want to invest your advertising dollar. If newspaper advertising seems beyond your budget, then it might be worth considering more cost-effective alternatives, such as online advertising.

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