A lot of the local newspapers around Australia no longer print physical copies and have moved their publications to the internet. This means the simple process of placing an advert in the paper has become a little bit more complicated and may not be as effective for marketing small businesses who don’t have an existing website or online presence.
For those areas that still have printed papers, they may find that their local paper has changed or become less effective for marketing. In general the printed paper or magazine industry is a lot smaller than it used to be.
How to book newspaper advertising
Whether you are booking an online or print space you need to talk to a sales rep from the publication. Their details can usually be found on the contact page of their website or in the publisher details section of the paper/magazine. The sales rep will generally recommend the best location for your advert and let you know what specifications to supply artwork in and what the deadline is. Some publications offer design services for an additional price.
Building an ongoing working relationship with your local rep can sometimes lead to discounted rates and deals, as well as access distress advert spaces, and even free editorial.
What is an editorial?
Editorial is content that is published without an author because it is written from the perspective of the newspapers opinion. Large papers will usually have an Editorial Board to agree on the opinion of the paper. To get an editorial written about your business you need to submit a press release to the editor containing all of the details for the article. An editorial writer will then use this information to write the article from the perspective of the paper.
Publications love feel good stories about things that are happening in the local community. If your business has achieved a milestone or won a business award be sure to submit a press release to the editor in the hope that they may use it to write an editorial piece.
How does online advertising work?
Generally known as Online Display Advertising, it offers a selection of advert sizes and placement options that appear on the pages of the newspapers website. Take The Courier Mail for example, the landing page shows excerpts of a variety of articles and various sized display adverts throughout. When the reader clicks on the story they are taken to the article if they are a subscriber (subscription sign-up page if they aren’t). The article page will also show various adverts.
Online display adverts have about three seconds to entice the viewer before they click to the next page. So make sure your advert message is quick and directly to the point.
- Video, images, and text can be used to make up adverts.
- Advert sizes are measured in pixels and are generally standardised across the internet but can change depending on the publisher. News Corp has a great visual guide here.
- JPG, PNG, or Gif file types are recommended with a size limit of around 150kb to ensure that it doesn’t slow down the publishers website. A graphic designer can make the file up for you or you can us an online app like Canva.
- Generally you pay by the impression, which means your advert will be shown to “x” number of readers before it is taken offline.
How does print advertising work?
Generally know as press advertising, publications usually sort adverts into two categories, display advertising or classified advertising. Australia has a selection of sizes that have been made standard across the country, which means if you advertise in one publication you can usually use the same advert in another one. Display adverts are generally available in multiple or single coloured ink and classifieds are generally single colour ink.
Display adverts are available in a series of sizes based on the number of columns across and down. News Corp has a great example of sizing here. Classified adverts are generally available as one or two columns wide and “x” centimeters deep.
To make the most of each page and follow reading gravity, display adverts are generally placed on the bottom half of the page under the editorial content. This forces the reader to see the editorial first as their brain naturally reads from top left to bottom right. The classified section usually spans from top to bottom of the page.