Hi, I'm just starting out with my paper and I have some very basic questions regarding advertising. I wanted to know how you go about setting rates and determining the prices of ads.
If you have examples of from your own papers, I'd be greatly appreciative.
Also, please note that I am just starting out and if you wouldn't mind defining some of the terms that you use (such as column inch...I'm a little confused) that would be wonderful :)
Thanks so much, I find these forums tremendously helpful
Elisabeth
Responses
Rob V., 2/1/2006, 4:20:27 PM
Column inch is a great way to go by as it allows for custom sizes, not forcing businesses into standard sizes that may be too big or too small than what they need. A column inch is the number of columns wide versus the number of inches tall. Your price per column inch should be strongly based on the market you're in (i.e. big city or small backwoods town), the number of eyes that see it, etc.
Check out our full rate card at www.washjeff.edu/redandblack. We're a relatively small private college in a small market, with no journalism program - I'd say our numbers are small compared to others.
Good luck with the process!
Anyone else have other guidelines to offer?
Rob Velella
Red & Black adviser
Washington & Jefferson College
Elisabeth, 2/2/2006, 3:18:52 PM
Great, thanks so much Rob. I'm still a little confused though, as to how one calculates the CI....maybe this is because I am a humanties major and haven't taken math since highschool....
also, if anyone else has rate cards or any info on how they determined their ad rates, I'd greatly appreciate it. Especially, if you are an independent/underground paper. Thanks!
Rob V., 2/4/2006, 9:42:13 AM
Maybe I can say it this way...
Price of ad =
Number of columns wide
X Number of inches tall
X Charge per column/inch.
So, if a newspaper charges $10 per column/inch, and a company wants a 5 column by 10" ad, it would cost $500. Make sense?
Rob V.
Red & Black adviser
Washington & Jefferson College
Kim , 2/15/2006, 11:08:14 AM
If you would put your email address, I could send you a .pdf of our rate card. It is pretty conscise and clear. You could also email me with any questions about it.
Our column inches are 1.833" (across) x 1" (down)
We have 6 columns across, and 21 down.
Like Rob said, we charge, say $8 per column inch.
If someone wants a 1/4 page ad, this is equal to 3 columns by 10 columns. (3x10). 3 times 10=30.
30 times $8=$240 for the ad.
Our rates are determined by our printing prices. We figure out how much, say a 12 page issue would cost (with color ads, etc) and drtermine how many ads we would need to sell to cover that cost as well as the cost of staff, etc for the week. You want you paper to be about 40% ads, and 60% content. Of course, make sure your rates are not too high or first time advertisers will run. It should be based on how large your school is, and how large the surrounding area is as well.
KIm Owens
Advertising Sales Manager
smads@radford.edu
knowens@radford.edu
Elisabeth, 2/21/2006, 4:06:12 PM
Thanks for all the response. This helps alot. I have a list of some national advertisers, like Mr. Youth and 360 Youth (which i've noticed doesnt have the best reputation on this message board) and I'm curious as to what steps I take to get them to advertise. When papers are starting out, do they just call up the ad agency and try and get ads? Is it that simple? I guess I'm looking for some information of the general protocol of dealing with ads. This is a totally new world for me, so I'd really appreciate any advice. Thanks so much!
