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Advertising in Local and Regional Newspapers
Local and regional newspapers are either paid for or are distributed free of charge. They tend to be published daily or weekly and are available to readers either in the morning or evening. Organisations use the regional press to target a local but sizeable audience and advertise predominantly to:
- Market or promote their company
- Market or promote a service
- Market or promote a product
- Recruit new members of staff
An advertiser will choose which section of the newspaper to appear in (classified, recruitment, inserts or display) depending on their individual requirements. Often a local newspaper will have a weekly supplement or magazine which also offers advertising opportunities.
Advertising space is either sold by:
Linage: These advertisements are worked out by charging a set amount per line e.g £7 plus VAT per line (minimum costs apply). Often used by very small companies or in the recruitment section, linage ads are very cost effective.
Single Column Centimeters (SCC): this is a rate worked out by how many vertical centimetres an advert measures by how many column inches across. For example if the SCC rate was £30, for an advert which is 4cm down by three columns across the cost would be £30 x 4cm x 3 columns which is £360.
Display or semi display: These are usually the advertisements found within the front half of a newspaper or regional supplement. Often companies add their logo, graphics or photographs to make the advertisement more eye catching. Companies will be quoted rates on the size of advert e.g. ¼ page, ½ page and whether or not they want colour in the ad. Extra charges are often added for more prominent positioning too e.g. back page, top right hand page, early in the news section.