a beginner's guide to advertising
DESCRIPTION
Learn the basics of measuring newspaper and online ads and calculating the value. Discover best practices for scheduling impressions.TRANSCRIPT
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By Carol Doane
A Beginners Guide
to Print and Online
Advertising
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The Columbian is designed on a six (6) column format
Columns allow news and advertising to fit together
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within the columnsAds are sized to fit
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small as a business card large as a full page
Print ads are
full page
Hats R
Us
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Hats R
Us
To figure the ad costmeasure the ad
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a 2 column ad
Measure the columns across
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52 x 5” =
Measure inchesbottom to top
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Multiply 10 by the rate
2 x 5” = 10 column inches
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The ad costs $400
x $ 40= $400
rate
2 x 5” = 10 column inches
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Repeat your ad within 7 days and save!
30% savings
50% savings
50% savings
50% savings
50% savings
50% savings
Discounts for contract advertisers!
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Online ads are sized and priced differently
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Online ads run on the right rail
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Medium rectangle300 x 250 pixels
Ads are measured in pixels in two basic sizes
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Skyscraper160 x 600
Two basic sizes: medium rectangle and skyscraper
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Online ads are priced per face
One person’s face viewing your ad page is one impression
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Faces, or impressions, are sold by the thousand
How many thousand impressions should you buy?
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Never buy the minimum
10,000 is the minimum
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Buy enough impressions to fill the nearest stadium
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Upgrade from the bleachersPurchase a ‘premium online seat’
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Premium stadium seats sell for a premium
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$40 per thousand
$40 x 10K = $400
Premium or guaranteed page placement is
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Just like season tickets, purchase The Columbian’s ‘season’ and save
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Our season is twelve months
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to $15 per thousand
$15 x 10K = $150
Our 12 month program drops the price from 40
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Or, let your ad run on any page, your rate lowers to $10
That’s run of site, or ROS, for $100
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$8 x 10K = $80
Purchase the 12 month ROS season and the rate lowers to $8 per thousand
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When should I run my ads?
Hats R Us
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Choose your store’s best shopping day
That’s when people are in the market to buy.
To boost slow days add more frequency
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Never run alone
Your print ad should run at least 2-3 times per week
Never run alone
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For online advertising
Purchase more than the minimum and enough days to fill the stadium
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Publish in print and online and get the most out of your Columbian ads
Run with friends who work hard