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Advertising in National Newspapers
According the Newspaper Marketing Agency, thirty-six million people read a national newspaper every week, and 83% of UK adults read a national newspaper on a monthly basis. National newspapers are published daily and because of their large copy sales figures, offer advertisers the opportunity to reach vast numbers of people.
Similarly to regional newpaper advertising, an advertiser will choose which type of Newspaper to advertise in e.g. daily or weekend, and which section of the newspaper to appear in depending on their individual requirements.
National Newspaper Advertising Opportunities include:
Recruitment advertising includes all jobs advertisements which appear in either a specific recruitment section or supplements. Often adverts will also appear on the Newspaper’s website too.
Classified advertising is a product or service advertisement that appears in a specific section of a newspapers i.e. travel, lifestyle, property.
Display advertising is a brand, product or service advertisement that appears in various sizes and positions throughout all sections of a newspaper.
Sponsorship advertising is expensive but offers an advertiser an alternative way from to get their message across to readers. Each newspaper offers a variety of sponsorship opportunities.
Insert advertising is a type of advertising that, rather than appearing on the page of the newspaper, takes the form of a loose insert, beauty samples, CD, DVD or book.
Advertising space is either sold by:
Linage: These advertisements are worked out by charging a set amount per line e.g £27 plus VAT per line (minimum costs apply). Often used by smaller companies or in the recruitment/classified sections, linage ads are 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 £90, for an advert which is 5cm down by three columns across the cost would be £90 x 5cm x 3 columns which is £1350.
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, in a particluar section.