Planning and Buying
With 20 national newspapers, 1,000 plus regional papers and over 3,000 consumer magazines available to advertise in in the UK, it is a good idea to have an expert planning and buying your print campaigns.
The role of the media planner is to understand the audience that the client is trying to reach, and to build a media plan with the most relevant press titles to hit that audience. The media planning process for press involves the following steps:
Costs and Variables
When booking advertising space in press titles, all titles will publish a rate-card cost, which is a standard cost for booking the space.
The press space itself is traded by single-column centimetres’ (known as SCC), more specifically in display and classified sections of newspapers, and in the classified section of magazines. Display pages in magazines are not traded by SCC, but by standard formats, i.e. full page, half page and so on.
Rate-card costs can vary hugely, and are normally an indication of how desirable the space is to advertisers. Titles with large readerships will cost a lot more as they reach so many more people. To put this into perspective, the Daily Telegraph is bought by over half a million people a day and the rate-card cost of a full page colour advert is £59,000. In comparison, the East Cumbrian Gazette is read by under 28,000, and the rate-card cost of a full page colour advert is £2,533. As you can see, the amount you pay will depend upon the size of the title you are buying and the number of people who are likely to see your advert.
However, it is quite rare to buy space at the quoted rate-card costs. The amount an advertiser pays for the space is negotiated by the buyer and can vary depending on a number of factors: