Advertising

Why Advertise?

• To generate funds• To give others information about

products and services they want and will use

• To improve your advertiser’s business.• Selling ads is a team effort – everyone

should sell and everyone should benefit

Advertising Department

• Responsibilities:• Ad sales• Revenues• Overseeing design• Billing• Etc.

Financial Considerations

• How much money, if any, is left over from last year?• What funds are available (school, student fees, etc)• How much money do you need for quality publications?

– Cost analysis• Look at last year’s financial records

– How much money did the paper generate from ads, the school, donations, fees, and any other sources

– Total expenses of printing, office supplies, postage, darkroom supplies, computer equipment, photo equipment and cameras, graphics supplies, software, etc.

– Determine which expenses were one time expenses and which will recur every year.

Record Keeping

• Advertiser List– Building

• Start with companies that have advertised in the paper before

• Look at local newspapers to see what business advertise there.

• Go through the yellow pages• Check other school papers.

– Using• Ask all staff members to sign up to call one or more

business on the list.• Take Notes of contact person, level of interest, etc.

– Tracking sales

Ad Records Sheets Should Include

– Business– Address/phone– contact person/title– Size – Price– Date Billed– Date Paid

– Check Number– Commission sheet– Staffer Name– Business– Issue #

Each Project Should Include

• Survey Results• Business Card• Rate Sheet• Sample Statement• Contract

Survey Results• Survey twenty people about the product you

hope to have advertised in your paper. For example, if you wanted Rita’s to run an ad, ask students how many of them go to Rita’s, etc.

• Compile the results. Thus, if many students show an interest in Rita’s, you can tell them they have a strong market base in the school. If not many people go, because they don’t know about Rita’s, you can plug your paper as a medium to get their product out into the community.

Business Card

• Should include the following– Your name– Your title– The name of the newspaper for whom you work– The address of your paper– The phone number at which you can be reached– Fax number– Email address– Company logo– Company motto

Rate Sheet

• List the different ad sizes available and the price for each one.

Rates 1X 3X 6X2 Page Spread $4,790. $4,565. $4,455.Center Spread $4,756. $4.532. $4,422.Full Page Ad $2,531 $2,420 $2.309. 2/3 Page $1,847. $1.780. $1,713.1/2 Island $1,519. $1,436. $1,355.1/2 Hori/Vert. $1,402. $1,319. $1,257.1/3 Page $1,123. $1.053 $1,012.1/4 Page $995. $936. $876.1/6 Page $636. $640. $595.1/8 Page $499. $466. $433.1/9 Page $440. $410.   $380.

Sample Statement

• BILLING STATEMENT• Send Inquiries To: (Merchant’s Name and Address)

______________________________________________Account Number:________________    Billing Date:_________

• Date Quantity Description Amount  

• Previous Balance Payments Credits

• Adjusted Balance Finance Charge New Purchases

• New Balance

• Payment Amount Due $_________________

That Small Print Stuff

• BILLING RIGHTS SUMMARY•  In Case Of Errors Or Questions About Your Bill• If you think your bill is wrong, or if you need more information about a

transaction on your bill, write us on a separate sheet (at address shown on your bill) as soon as possible. We must hear from you no later than 60 days after we sent you the first bill on which the error or problem appeared. You can telephone us, but doing so will not preserve your rights.

• In your letter, give us the following information:· Your name and your account number;· The dollar amount of the suspected error;· Describe the error and explain, if you can, why you believe there is an error. If you need more information, describe the item you are unsure about.

• You do not have to pay any amount in question while we are investigating, but you are still obligated to pay the parts of your bill that are not in question. While we investigate, we cannot report you as delinquent or take any action to collect the amount in question.

Contract Information

• Date you want the ad run • Cost of the ad • The size and specifications of the ad• The responsibilities of the paper and the

responsibilities of the advertiser • contact person • Deadlines• Any special billing requirements?• Name, address, etc