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The DON ZIERDT Agency |
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Your Window to the College Market |
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Guess what? Despite what your media kit states, you have virtually no print competition on the college campus. Sure, advertisers need to effectively budget, but they generally do not choose between your newspaper and other newspapers (local, regional or national). This has put you in an interesting situation. You can charge what you want to charge for advertising. Determining how to set your rates should have some logical parameters. Some newspapers price based on pricing at similar college newspapers in the area. Others look at the costs of publishing and the funds received from the college and price based on a not-for-profit goal. Still others strive for as much profit as possible. Once you establish your financial goals, you need to express pricing in an advertiser friendly format. A “per-column-inch” (PCI) rate is the standard. Some colleges price and offer only specific sizes (modular). Many colleges publish different rates for different types of advertisers. Experience has shown that a single rate structure is less confusing. For example, many newspapers have a national rate. Some define national as any company based “out-of-state.” Some will charge a local rate if a national company has a local location. Sometimes, local rates are quoted to an advertiser that is later billed a higher rate. Once you have established your rates, you need to publish them, with all other pertinent info, in a media kit or rate card. Increase (and decreases) in rates should abide by the same process that established you initial rates. Rate increases should also be reasonable. Changes should also be provided to current advertisers in a timely manner. In addition, try to make rate changes only once per year. Changing rates every semester or quarter complicates the process for your newspaper and advertisers. Suggestion: Late in the spring semester, put together your following school year’s rate card with rates, sizing, publication schedule, etc. This allows advertisers to plan during the summer. Email it to all previous year’s advertisers. |
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Pricing |
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Phone: 609-265-0442 |
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Tip: Some newspapers publish their rate cards for a calendar year (Jan. 1– Dec. 31). This helps advertisers plan over the summer because the fall rates and publication schedule are known. It is difficult to contact schools and get this info during the summer months. |
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Download pricing suggestions based on averages of four-year college newspapers |
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Download a one-page sample rate card that gives an advertiser all the info needed to plan, budget and implement an advertising campaign. |