Newspaper display advertising

Newspaper display advertising

Newspaper display advertising is a form of newspaper advertisement - where the advertisement appears alongside regular editorial content. Display ads are generally used by businesses and corporations towards promotion of their goods and services and are generally for larger budget clients.

Newspaper display ads are different than the regular "display ads" terminology, which is commonly referred to as advertisements placed on the internet in banner and other rich media format.

These ads can span across multiple columns - and can even cover full page, half page, quarter page or other custom sizes. They are designed in high resolution coloured and black/white formats providing higher visibility for the mass audiences of newspapers. For many major newspapers in developing markets, display ads play a significant role in subsidizing the cost of the published newspaper.

Contents

Display Ads Vs Classified Ads

Display ads typically contain text, photographs,logos, maps, and other informational items. In a newspaper, display advertising appears on the same page as, or on the page adjacent to general editorial content. Whereas, classified ads generally appears in distinct sections - based on their ad category in a designated newspaper classified pullout. The classified pages were traditionally text-only, and available in a limited selection of typefaces. Classified ads can either be normal classified texts or classified display ads. Classified display Ads are cheaper than regular display ads - and appear in smaller width sizes in the classified columns. Display Ads are generally 6-7 times more expensive than classified display advertisements.

Typically newspaper display ads and are caused by larger business establishments with larger advertising spends. Display ads include retail/branding, public announcements, tender, public notice, education admission notices, UFR, special appointment Supplements etc.For Personal/ Individual Requirements such as selling Property, Automobiles, Change of Name newspaper classified ads are more optimally suited.

Rate Calculations

Display ads charges are usually based on the amount of area they consume and are quoted in per sq. cm or per column cm . Each column width of the publication might vary on basis of a broadsheet or a pullout, however in general stands at 4 cm width.

Process

Currently display ads are booked by approaching advertising agencies. Unlike classified ads, which are welcome directly by a newspaper office – display ads in lieu of their higher cost are sourced via media buying advertising agencies.

An ad agency maintains the contact with the newspaper and provides the requisite rates and access to publications. The advertising agency is also responsible to help determine the media planning for a clients advertising budget. For someone wanting to release a newspaper ad, he needs to ensure his budget is appropriate, after which he needs to research information for local ad agencies to help him decide and publish his advertisement. Generally display ads for higher ticket sizes have a stronger element of negotiation involved by virtue of the buying power of the advertising agency and its utilization of the various discount packages on offer. Thus display ads at times are sold at much lower than their quoted rate card rack rates.

Newspaper advertising is the most common type of advertising in India. Contrary to popular conceptions, print or newspaper classified or display advertising is still way ahead of advertising in new media such as internet and mobile. A major reason behind the popularity of classified advertising can be credited to newspaper booking agents. These booking agents formed the bridge between newspaper publication houses and potential classified / display ad bookers. Traditionally these agents were local mom-and-pop stores, for whom accepting classifieds served as supplemental income. With the advent of the Internet, there has been an emergence of online classified booking agents - which accept newspaper ad bookings from the internet which are eventually published in print. These have served as an efficient bridge between this online-offline divide existing among the Indian poppulation. A leading service which first addressed this issue was started in India by releaseMyAd.

Types

Types of newspaper display ads published:

  • Tender notice
  • Public notice
  • Recruitment notice
  • Legal notice
  • Education admission notice
  • UFR (Unaudited Financial Results)

References


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