How to devise your Media Buying Plan for Newspapers?

While devising a media buying strategy for Newspapers, determine your purpose for advertising. Is it for Branding or driving Sales or is it both? Following are the deciding factors that help you create a successful Newspaper Media Buying Plan within your budget:

• Reach & Frequency: The reach and frequency of your advertisement is an essential factor which decides the cost for the same. For driving sales and ROI oriented campaigns consider running your ad multiple times over a short span of time. For branding purposes, you should advertise multiple times which is stretched across a longer time period. Ensure strategic intervals between ad releases to help rekindle the memory of your audience about your business or brand, without cluttering their minds
• Ad Positioning & Size: For publishing an ad on a specific page, there are additional charges as ad positioning plays a crucial role in enhancing your brand’s visibility. For instance, business ads can be placed on the pages that have news or content related to business while entertainment or retail ads for branding can be placed on front or back pages or even published as jacket ads. Ad sizes in newspapers are measured in terms of the length and height of the ad or the number of columns and rows it acquires in a page. It needs proper attention to ensure a high quality visual when your ad is printed
• Ad Type: Newspaper Ads can be released in two ad formats- Classified Display & Display Ads. Although both these ads are charged based on the usage of advertising space and measured in per sq.cm unit. Display Classified ads are placed in specific classified pages. Display Ads can be placed on any page and have better chances of visibility as it is published in a separate section, rather than a cluttered classified page. High end budget ad campaigners, whether for driving sales or branding, usually prefer display ads. These ads can be created either with Online Design templates, uploading ad designs or hiring a creative expert to design the same

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