Stand-by Space Offers in Newspaper Advertising

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Newspaper advertising is working. In fact, newspaper advertising is providing better responses currently, than it has in years because of a substantial decline in advertisers (which means less competition for you!) There has never been a better time to take advantage of newspaper advertising.

Because of the weak economic conditions, newspapers are more prepared to negotiate on the cost of ads. Designing offers to newspapers for stand-by space is a good way to place advertisements for as much as 75% off newspapers’ open rates. Stand-by space is space that is still vacant very close to the newspapers’ closing deadline. Generally the newspaper will fill these spots with in-house (or non-paid) advertisements. Obviously some income is better than none, so accepting stand-by offers is a way for the newspaper to collect some income from these vacant spots, while you reap the benefits of considerably discounted ad rates.

Every stand-by offer should outline at least 4 key parameters; the window of time in which you would like your advertisement to run, the dollar amount you are prepared to allocate on this campaign, the locations and dates your ads can run, and finally, the ad art file.

The period of time in which you are enabling the advertisement to be placed can be anywhere from 1 week to several weeks. Generally, a 2 to three week period works well for newspapers. This permits the newspaper(s) to drop your ad in the paper anytime within your designated period (depending on the additional conditions of the offer).

Clearly stating your budget for your stand-by space offer permits you to monitor the amount of money that you will be spending over the course of your promotion. A customary way to designate your budget is by setting a cap on the number of advertisements that can be placed within your detailed time window. For instance, if your offer outlines that you are prepared to pay $200 for a quarter page ad and your budget is $1,000, you should let the newspaper know that you are only authorizing the use of up to 5 advertisements for a maximum payment of one thousand dollars.

Further parameters that should be outlined are where and what days you would like these ads to run. The more open you are the more probable your advertisement is to be placed. However, if your ad is intended to only run in the business section, you have to make sure that the newspaper is conscious of that. If you are open to any section in the newspaper, you are more likely to get placed. As far as the days of the week, you can request that a paper only use your ads on the weekends (Friday, Saturday and/or Sunday) or you can approve the use of your ads any day that space becomes available.

Finally, the ad file must be submitted to the newspaper(s). You can create a particular size and the newspaper can only utilize that size, or you can submit a variety of sizes so that the newspaper has more possibilities to get your ads placed. Either way, make sure the newspaper understands if your offer is for a black and white ad or a color ad.

Stand-by space offers are a great way to get your ads into newspapers for much less than the standard rates. However, you must realize that placement via stand-by offers is not guaranteed. If space does not become available, your ad will not be placed and you will not be charged. Stand-by space offers can be difficult and time consuming, so employing the help of an ad agency with expertise in newspaper advertising may be a good idea.

Article Source: http://depositarticles.com/

US Newspapers is a newspaper advertising agency with the expertise to execute any newspaper advertising campaign. From mass classified advertising to large stand-by space offers, US Newspapers makes print advertising easy. For more information, visit www.usnewspapers.com.

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