Newspapers and magazines
Newspaper advertising is charged by area and each paper will have a rate for a single column centimetre (SCC). Advertising space is defined as so many centimetres down by so many columns across, so a 10 x 2 is an advert 10cm in height by 2 columns across. If the SCC rate is £20 the cost of this advert would be 10 x 2 x 20 = £400. If you want colour, this will be added on top either as a flat rate or as a percentage of the SCC rate of something like 30%.
To work out how much space you'll have, ask what the standard column width is. This way when you are planning your advert you won't try and cram too much in. Some publications will help you with design and layout but there may be a charge. Remember to include all the important details - who you are, contact information, the area you operate in and any logo you might have. Your wording then needs to focus on the benefits you can give your customers. For example, you might offer flexible opening times or a collection and drop-off service. Perhaps you have a music specialist in your group or a really good outdoor space.
When you book an advert ask for a right hand page as near to the front as possible. They may not be very obliging but it is worth a try, especially if you advertise frequently. When people read papers they spend an average of three seconds on each page and most of that is on the right hand page, so adverts there can be more successful.
You can also ask for some editorial space to go alongside the advert. They may be more willing to do this than to reduce the price. Find out what other sections the paper runs and try to link in with them. Lifestyle sections might be interested in a feature on Work-Life Balance which you contribute to. If the paper prints daily find out which day has the best circulation.
Consider smaller circulation titles like parish magazines and community newsletters. These smaller titles can be very cost effective and might target exactly the area you are interested in. Don't forget telephone directories. Basic listings can be free. Think about the timing of adverts and who you want to see them. When do parents start looking for places? When do parents listen to the radio - on the school run, during lunch or at the weekend?
To advertise jobs, Dorset Sure Start has a Job Vacancy Advertising Service. This is free and includes:
- Giving details of your vacancy to Bournemouth and Poole Children’s Information Services to publicise
- Giving details of your vacancy to all JobCentre Plus offices in Dorset, Bournemouth and Poole
- Adding your vacancy to a Jobs Bulletin, a free publication produced fortnightly and distributed around the county to 300 job seekers and 600 settings.