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Advertising
No published sources used.
Newspaper Advertising
The local newspaper in my area offers a variety of rates including discounts and promotional rates. Some of these apply favorably within the parameters of a one-year campaign and a $60,000 budget. I have outlined a schedule that provides the maximum exposure per advertising dollar.
The rates are graduated on two scales: ad size and number of days the ad is to run. The larger the ad, the lower the price per square inch. Similarly, the longer the contract or the greater the number of days ads are run of the same size and on the same account the lower the price. Some special discounts were available for one-off ads or ads of minimal size and ads run in the classified section were charged less than ads run in the body of the paper. The paper offered the same rate every day of the week even though special circumstances exist for certain days. For instance, on Thursdays the paper is delivered not only to subscribers, but also mailed to non-subscribers in the county. The paper also reports that subscriber readership of the Sunday issue is highest of any day of the week.
A determined that the promotional rates were geared toward short, low-budget campaigns and offered little value for an advertiser with our conditions. My final determination was that our advertiser could obtain maximum exposure and value in one year if a full-page ad was run according to the following schedule: every Sunday and Thursday in the body of the paper, and once per month on a Saturday. In addition, the full-page ad would run once a week in the classified section, alternating between Sunday and Thursday. The budget would then allow for twenty insertions in the classified section throughout the year; these would be timed for holidays and special occasions when readership was high.
Total advertising cost comes to $59,674.48 for one year on this schedule.
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