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