With the complexities of newspaper advertising rates today, let us examine how the cost of newspaper advertisements in India are arrived at. This costing mainly depends on six major factors. These are:

Newspaper-ad-rates

1. Type of the advertisement: In fact, there are three broad classifications of advertisements:

Display Ads. These are the most impactful ads in newspapers and the most expensive. There are no restrictions to the size and colour used to maximise impact. These are simply charged on the amount of space consumed in a newspaper in square centimetres.

Display Classified Ads: Such ads are amplified versions of the cheaper Classified Ads. They are costing more because they permit the use of colours, visuals and template in the format to make them more eye-catching. Thus, they are also charged on the basis of space consumed in square centimetres.

Classifieds Ads. These ads cost the least in a newspaper because they are simple black-and-white ads in various categories. Charges depend on the number of words, characters or run-on lines depending on different newspapers’ policies.

2. Size:Naturally, this is a most important factor in calculating the rate of an ad regardless of whether the ad is display or classified in one form or the other. Obviously, the bigger ad – e,g. full page – will attract more attention than a small one in a portion of a page or column, and will be costed on this basis. This costing is on the basis of the length x width (i.e. number of columns) to arrive at the rate per square centimetre. (Text classified ads have a different method.)

3. Page:Each page of a newspaper has its own impact on the reader and, thus, the rate varies from page to page – with the first page being the most expensive followed by the back page because ads on these pages are read even when the newspaper is shut and lying on a table, for instance. The new concept of “jacket” – which envelopes the whole paper with only a single company’s ad – are mainly used by high-end brands who can budget for those rates. In the main newspaper, rates are higher for the right-hand pages with the highest being the third page because readers’ eyes usually go to those pages before those on the left of the newspaper.

4. Position:Regardless of how big or small your ad is or on which page it is published, its placement (or positioning) is of utmost importance. Here, the lower right-hand corner of the front page of the newspaper is called the solus position and is accordingly high-priced.

5. Time:Rates vary according to what date and time the ad is booked. Usually, a three-day gap should be given between booking and publication. However, if, for instance, the ad is to be published on the very next day of being booked, it will naturally be charged higher than usual.

6. Newspaper:Obviously, the popularity of a newspaper influences its charges. The bigger its circulation and readership, the higher will be its rates in any of the above considerations. This depends on the edition and whether the newspaper is a local, regional, national or even an international one. Besides, the rates fluctuate from edition to edition and day of the week to day of the week.

For lay people who are usually not deeply into advertising in newspapers, all of the above can be an extremely time-consuming and stressful exercise. They are much better off simply sitting at their home or office computers and consulting the well-established online expertise of MyAdvtCorner.Com – for instant clarity and cost-effective solutions.