NEWSPAPER MARKETS

In the majority of cases, newspapers are published individually by state, there are however several titles (i.e. The Australian, Financial Review) that have full national coverage.

NEWSPAPER CLASSIFICATIONS

Newspapers are generally classified by their coverage area. The main classifications include the following:

• National newspapers – paid for and available nationally (e.g. Financial Review).
• Metropolitan newspapers – paid for and available in each capital cities(some coverage in regional areas e.g. Sydney Morning Herald.
• Suburban newspapers – free circulating and set up for each individual suburb / area e.g.. Wentworth Courier for Sydney’s East.
• Regional newspapers – paid for and available in country areas e.g.. Newcastle Herald.
• Street newspapers – usually music etc available free of charge.
• Ethnic newspapers – written in their language, relevant for specific ethnic groups.

NEWSPAPER SECTIONS

Each newspaper has its own individual sections, for example: business, sport, entertainment, holidays, real estate, classifieds.

NEWSPAPERS DIMENSIONS

Standards formats include Full Page, Double Page Spread, Half Page, Third Page, Quarter page. How ever the dimensions are specific and based on the amount of square column centimetres, i.e. height (in centimetres) multiplied by width (in columns). Therefore the common measurement for a full page maybe 38cm x 7 columns or 56cm x 10 columns (depending on the specific title and whether it is tabloid or broadsheet in format). There are restrictions on the dimensions unique to each publisher, therefore reviewing the website and rate cards will provide the detail. Placement can be a general run of paper, a specific page placement, consecutive pages, specific section placement.

NEWSPAPERS RATES

Rate cards for many publishers can be found on their websites. Rates will depend on the size dimensions, colour requirements and placement of the advertisement. The volume of spend in a publication will influence the level of discount applied. To establish a rate from a rate card you calculate the square centimetres (i.e. 38cm x 7 col = 266 cm2) multiply by the rate (ie. $45.00).

The total cost of this full page insertion would then be $11,970. Loadings are applied for either specific placements or for colour. As a general rule, in major metro newspapers, full colour attracts a 30% load or a minimum colour charge. The 30% is under the specified minimum.

On the above insertion, a full colour advertisement with cost $15,561 with the 30% load. Spot colour where single standard colour (e.g. red) is included in the advertisement is also available in some newspapers and generally attracts a 20% minimum load. Rates for inserted magazines are set similarly to magazines based on format (full-page, half page etc.), placement and level of spend.

NEWSPAPER BUYING CONSIDERATIONS

Once the newspaper title(s) are selected, based on of reaching the target market, its costs, efficiency and environmental compatibility. Activity is then bought by specifying the date of publication, size of the advertisement, colour requirements, placement requirements and applicable rate. Most newspapers also offer an online website. Generally, advertising online will need to be negotiated and bought separately to the press buy.