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The DON ZIERDT Agency |
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Your Window to the College Market |
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Why do you have different rates for the same space? Once upon a time, each college newspaper had a single per column inch (PCI) rate that was applied to all advertisers. Life was simple then. Advertising agencies presented college newspapers as an effective means of reaching college students. Standard practice was (and still is) to take a 15% commission off open rates as payment for “selling” the ads. It made sense for college newspapers to accept this simple “fee” because many advertisers would not advertise were it not for the efforts by the ad agencies to secure large regional and national advertisers. This became a hardship for agencies when it became very expensive to develop and maintain a viable database of accurate information, place advertisements and follow-up (in addition to doing creative work and maintaining client relationships). This ate heavily into the 15% commission. Enter national college market placement agencies. They took the time-consuming aspects of college newspaper placement away from ad agencies. So, clients place with their agencies who in turn place with a college placement firm that places the ads into the college newspapers (and collects tear sheets, bills its clients and pays the newspapers). The advertisers’ agencies still wanted the 15% commission. The national placement companies wanted a commission, too. This can amount to an additional (up to) 34%, leaving the newspapers with roughly 50% of their open rate. Many college newspapers instituted national rates that are double the open rate as “protection” against high commissions. This has morphed into multiple rate structures (national, regional, local, campus, nonprofit, recruitment, political, etc.) that are confusing (and often misquoted). Many advertising personnel do not even know why there are higher prices for the same space; thinking it is because large national advertisers have “deeper” pockets. For simplicity’s sake, many newspapers offer a single net rate to all off-campus advertisers regardless of size, location, etc. It would seem that this is a good idea just to get rid of the perception of unfairness. The added benefit is that it helps eliminate internal confusion as to what is “national” and what is “local.” For on-campus organizations, individuals or non-profits, you can offer a deep discount off the net rate. A single net rate is more fair and advertiser friendly! |
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Rates– A short story |
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Phone: 609-265-0442 |
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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. |
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Offering a “net” price means that your advertisers cannot pay you less (unless qualifying for discounts). Allowing someone to pay less for space or take unpublished discounts is unfair to other advertisers. |
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Download some tips for designing your rate card. |