Newspaper Ask for local display advertising rates. This means non-classified ads being sold on a local level Discounts (called bulk rates) are offered based on a contract for bulk lineage Open rate refers to a flat rate charged regardless of the amount of times you place an ad annually Placement Strategies Newspaper is most wisely placed in conjunction with a large media push in various mediums Therma-Tru recommends the following sections be requested (in order of preference): Local News, Business News, or National News Therma-Tru has designed ads that can be resized in proportion to the amount of space you buy Research has shown that ads with a lot of whiter space or one additional color are more eye-catching to the reader Right-hand positions on the outside of a page are most desirable Evaluating Types of Local Newspapers Available National Newspapers with local zones available in some markets Local Daily Circulation Newspapers Local Weekly Community Papers occupy a separate niche Evaluating Newspaper Costs and Audience Composition Sheer circulation is not always the best gauge of a newspaper's success You may also request an Audience Composition report that gives newspaper specific readership information
Placement Strategies Newspaper is most wisely placed in conjunction with a large media push in various mediums Therma-Tru recommends the following sections be requested (in order of preference): Local News, Business News, or National News Therma-Tru has designed ads that can be resized in proportion to the amount of space you buy Research has shown that ads with a lot of whiter space or one additional color are more eye-catching to the reader Right-hand positions on the outside of a page are most desirable Evaluating Types of Local Newspapers Available National Newspapers with local zones available in some markets Local Daily Circulation Newspapers Local Weekly Community Papers occupy a separate niche Evaluating Newspaper Costs and Audience Composition Sheer circulation is not always the best gauge of a newspaper's success You may also request an Audience Composition report that gives newspaper specific readership information
Magazine (Consumer or Trade) Basic gross rate structure is for full circulation, by standard ad size offered, with varying frequency discounts and color charges sold separately at a net rate CPM is a good way of analyzing the value of magazine ads Try to negotiate value-added Placement Strategies Evaluate the publishing cycle and shelf life of the publication you wish to purchase Some national magazines can be purchased as a local subscriber network Sizes available will be listed in the publications rate card and specification sheet Always use 4-color process ads provided by Therma-Tru Evaluating Types of Local Magazines Available Many of the major magazines available today can be bought through a network at a local level. These are subscriber-based circulations Some locally published magazines may also be available Evaluating Magazine Circulation and Demographics Obtain an updated report provided by The Audit Bureau of Circulations (ABC) Request an Audience Composition report Buying Tips Ask for value added services and merchandising Some Ideas for Value-added Services Are Premium positions/color, including covers and bleed ads at no cost Bonus ads through credits and remnant space Charter member programs for advertisers' buying the first issue of a new publication Innovative Marketing Plans Are Also Available Publication sponsored home shows and Parade of Homes tours Special subscriber research projects Subscriber lists provided for direct mail promotions
Placement Strategies Evaluate the publishing cycle and shelf life of the publication you wish to purchase Some national magazines can be purchased as a local subscriber network Sizes available will be listed in the publications rate card and specification sheet Always use 4-color process ads provided by Therma-Tru Evaluating Types of Local Magazines Available Many of the major magazines available today can be bought through a network at a local level. These are subscriber-based circulations Some locally published magazines may also be available Evaluating Magazine Circulation and Demographics Obtain an updated report provided by The Audit Bureau of Circulations (ABC) Request an Audience Composition report Buying Tips Ask for value added services and merchandising Some Ideas for Value-added Services Are Premium positions/color, including covers and bleed ads at no cost Bonus ads through credits and remnant space Charter member programs for advertisers' buying the first issue of a new publication Innovative Marketing Plans Are Also Available Publication sponsored home shows and Parade of Homes tours Special subscriber research projects Subscriber lists provided for direct mail promotions