Newspaper Insert Advertising - The Best Medium, The Worst Experience
Full-color, glossy print inserts are one of the best marketing methodologies available for small businesses looking to grow their sales and attract new customers. For decades, print advertising has been among the most rewarding, effective, and lasting forms of marketing. The results of print inserts in particular are fast, measurable, and hugely cost-effective when carried out properly. For example, small business owners can purchase 10,000 full-color, two-sided, glossy newspaper inserts for only $375 at internet print resource centers such as Print And Deliver.
With such an excellent advertising vehicle (newspapers) and such an outstanding advertising medium (print inserts), one would think that the newspapers have mastered their sales processes and developed their advertising departments into well-oiled machines, right? Nope.
Newspapers are undoubtedly losing loads of advertising revenue as a result of their own inefficiencies, lack of sales training, and inability to effectively manage their prospective advertising customers. I have written this article after conducting numerous calls to newspapers across the nation. In total, I called ten newspapers of various sizes and circulations in every major region of the U.S., and unfortunately, the results were almost always the same. Nine out of the ten publications that I contacted had disappointing and ineffective advertising sales processes. Here is a brief summary of my experience in trying to order newspaper insert advertising. I have randomly selected one out of the nine newspapers for this review which I'll refer to as "The Daily News" for this article’s purpose.
Week 1:
(Thursday) 10:00- 10:20 AM Called to inquire about pre-printed inserts at The Daily News Newspaper. Automated call answering service without correct advertising department option
Directed to Classifieds advertising dept. (closest available option for my needs) Sales Rep was confused when I asked about print inserts, transferred me back to beginning of automated menu system. I hung up frustrated.
10:30 – 10:45AM
Called back, Rep seemed confused about where to direct my call, sent me to voicemail of wrong department’s manager.
Week2:
(Tuesday) 9:00 AM
Requested Pre-Print Insert Rates from The Daily News Newspaper via email (after spending 10 minutes searching for the correct email online).
11:00 AM
Received call from The Daily News Newspaper informing me that they only have a flat rate newspaper insert fee of $699. This is for 12,000 8.5x11 distributed weekdays.
1:15 PM
Received call from The Daily News Newspaper's parent company, informing me that they do pricing of $55.50 CPM for 8.5x11, two-sided, full-color newspaper inserts. They were unaware that I had already been contacted by their publication. I was also informed that there are no flat rates and that there are different pricing options dependent upon the print insert’s specifications and the distribution dates.
Overall Experience: After approximately one hour worth of transfers, incoherent sales reps, and battles with automated menu systems; emails to nameless newspaper reps; and call-backs with misleading information...I have decided that switching my college major from journalism/newspapers to writing/marketing was the best decision I ever made. It would be difficult working within such an inefficient and uncoordinated industry on a daily basis.
How Can Newspapers Improve the Pre-Print Insert Advertising Sales Process?
•Clearly list pre-print advertising rates on newspaper’s website
•Offer print insert targeted delivery by zipcode feature on website with CPM rates
•Establish a preferred vendor relationship with a cost-effective printer. Provide advertising prospect with printer’s information and a coupon for savings. Printer will then send pre-printed inserts to paper for advertising/distribution.
•Hire different (well-versed) advertising sales reps for pre-print and classifieds
•List easy-to-access circ information for weekdays and weekends
•Provide advertisers/prospects with a unique telephone assistance number
•Coordinate rates and follow-up communications between papers
•Automatically generate multiple advertising packages and send via email after customer inquires about pre-print advertising rates. Make it easy to advertise!
With such an excellent advertising vehicle (newspapers) and such an outstanding advertising medium (print inserts), one would think that the newspapers have mastered their sales processes and developed their advertising departments into well-oiled machines, right? Nope.
Newspapers are undoubtedly losing loads of advertising revenue as a result of their own inefficiencies, lack of sales training, and inability to effectively manage their prospective advertising customers. I have written this article after conducting numerous calls to newspapers across the nation. In total, I called ten newspapers of various sizes and circulations in every major region of the U.S., and unfortunately, the results were almost always the same. Nine out of the ten publications that I contacted had disappointing and ineffective advertising sales processes. Here is a brief summary of my experience in trying to order newspaper insert advertising. I have randomly selected one out of the nine newspapers for this review which I'll refer to as "The Daily News" for this article’s purpose.
Week 1:
(Thursday) 10:00- 10:20 AM Called to inquire about pre-printed inserts at The Daily News Newspaper. Automated call answering service without correct advertising department option
Directed to Classifieds advertising dept. (closest available option for my needs) Sales Rep was confused when I asked about print inserts, transferred me back to beginning of automated menu system. I hung up frustrated.
10:30 – 10:45AM
Called back, Rep seemed confused about where to direct my call, sent me to voicemail of wrong department’s manager.
Week2:
(Tuesday) 9:00 AM
Requested Pre-Print Insert Rates from The Daily News Newspaper via email (after spending 10 minutes searching for the correct email online).
11:00 AM
Received call from The Daily News Newspaper informing me that they only have a flat rate newspaper insert fee of $699. This is for 12,000 8.5x11 distributed weekdays.
1:15 PM
Received call from The Daily News Newspaper's parent company, informing me that they do pricing of $55.50 CPM for 8.5x11, two-sided, full-color newspaper inserts. They were unaware that I had already been contacted by their publication. I was also informed that there are no flat rates and that there are different pricing options dependent upon the print insert’s specifications and the distribution dates.
Overall Experience: After approximately one hour worth of transfers, incoherent sales reps, and battles with automated menu systems; emails to nameless newspaper reps; and call-backs with misleading information...I have decided that switching my college major from journalism/newspapers to writing/marketing was the best decision I ever made. It would be difficult working within such an inefficient and uncoordinated industry on a daily basis.
How Can Newspapers Improve the Pre-Print Insert Advertising Sales Process?
•Clearly list pre-print advertising rates on newspaper’s website
•Offer print insert targeted delivery by zipcode feature on website with CPM rates
•Establish a preferred vendor relationship with a cost-effective printer. Provide advertising prospect with printer’s information and a coupon for savings. Printer will then send pre-printed inserts to paper for advertising/distribution.
•Hire different (well-versed) advertising sales reps for pre-print and classifieds
•List easy-to-access circ information for weekdays and weekends
•Provide advertisers/prospects with a unique telephone assistance number
•Coordinate rates and follow-up communications between papers
•Automatically generate multiple advertising packages and send via email after customer inquires about pre-print advertising rates. Make it easy to advertise!
Full-color, glossy print inserts are one of the best marketing methodologies available for small businesses looking to grow their sales and attract new customers. For decades, print advertising has been among the most rewarding, effective, and lasting forms of marketing. The results of print inserts in particular are fast, measurable, and hugely cost-effective when carried out properly. For example, small business owners can purchase 10,000 full-color, two-sided, glossy newspaper inserts for only $375 at internet print resource centers such as Print And Deliver.
With such an excellent advertising vehicle (newspapers) and such an outstanding advertising medium (print inserts), one would think that the newspapers have mastered their sales processes and developed their advertising departments into well-oiled machines, right? Nope.
Newspapers are undoubtedly losing loads of advertising revenue as a result of their own inefficiencies, lack of sales training, and inability to effectively manage their prospective advertising customers. I have written this article after conducting numerous calls to newspapers across the nation. In total, I called ten newspapers of various sizes and circulations in every major region of the U.S., and unfortunately, the results were almost always the same. Nine out of the ten publications that I contacted had disappointing and ineffective advertising sales processes. Here is a brief summary of my experience in trying to order newspaper insert advertising. I have randomly selected one out of the nine newspapers for this review which I'll refer to as "The Daily News" for this article’s purpose.
Week 1:
(Thursday) 10:00- 10:20 AM Called to inquire about pre-printed inserts at The Daily News Newspaper. Automated call answering service without correct advertising department option
Directed to Classifieds advertising dept. (closest available option for my needs) Sales Rep was confused when I asked about print inserts, transferred me back to beginning of automated menu system. I hung up frustrated.
10:30 – 10:45AM
Called back, Rep seemed confused about where to direct my call, sent me to voicemail of wrong department’s manager.
Week2:
(Tuesday) 9:00 AM
Requested Pre-Print Insert Rates from The Daily News Newspaper via email (after spending 10 minutes searching for the correct email online).
11:00 AM
Received call from The Daily News Newspaper informing me that they only have a flat rate newspaper insert fee of $699. This is for 12,000 8.5x11 distributed weekdays.
1:15 PM
Received call from The Daily News Newspaper's parent company, informing me that they do pricing of $55.50 CPM for 8.5x11, two-sided, full-color newspaper inserts. They were unaware that I had already been contacted by their publication. I was also informed that there are no flat rates and that there are different pricing options dependent upon the print insert’s specifications and the distribution dates.
Overall Experience: After approximately one hour worth of transfers, incoherent sales reps, and battles with automated menu systems; emails to nameless newspaper reps; and call-backs with misleading information...I have decided that switching my college major from journalism/newspapers to writing/marketing was the best decision I ever made. It would be difficult working within such an inefficient and uncoordinated industry on a daily basis.
How Can Newspapers Improve the Pre-Print Insert Advertising Sales Process?
•Clearly list pre-print advertising rates on newspaper’s website
•Offer print insert targeted delivery by zipcode feature on website with CPM rates
•Establish a preferred vendor relationship with a cost-effective printer. Provide advertising prospect with printer’s information and a coupon for savings. Printer will then send pre-printed inserts to paper for advertising/distribution.
•Hire different (well-versed) advertising sales reps for pre-print and classifieds
•List easy-to-access circ information for weekdays and weekends
•Provide advertisers/prospects with a unique telephone assistance number
•Coordinate rates and follow-up communications between papers
•Automatically generate multiple advertising packages and send via email after customer inquires about pre-print advertising rates. Make it easy to advertise!
With such an excellent advertising vehicle (newspapers) and such an outstanding advertising medium (print inserts), one would think that the newspapers have mastered their sales processes and developed their advertising departments into well-oiled machines, right? Nope.
Newspapers are undoubtedly losing loads of advertising revenue as a result of their own inefficiencies, lack of sales training, and inability to effectively manage their prospective advertising customers. I have written this article after conducting numerous calls to newspapers across the nation. In total, I called ten newspapers of various sizes and circulations in every major region of the U.S., and unfortunately, the results were almost always the same. Nine out of the ten publications that I contacted had disappointing and ineffective advertising sales processes. Here is a brief summary of my experience in trying to order newspaper insert advertising. I have randomly selected one out of the nine newspapers for this review which I'll refer to as "The Daily News" for this article’s purpose.
Week 1:
(Thursday) 10:00- 10:20 AM Called to inquire about pre-printed inserts at The Daily News Newspaper. Automated call answering service without correct advertising department option
Directed to Classifieds advertising dept. (closest available option for my needs) Sales Rep was confused when I asked about print inserts, transferred me back to beginning of automated menu system. I hung up frustrated.
10:30 – 10:45AM
Called back, Rep seemed confused about where to direct my call, sent me to voicemail of wrong department’s manager.
Week2:
(Tuesday) 9:00 AM
Requested Pre-Print Insert Rates from The Daily News Newspaper via email (after spending 10 minutes searching for the correct email online).
11:00 AM
Received call from The Daily News Newspaper informing me that they only have a flat rate newspaper insert fee of $699. This is for 12,000 8.5x11 distributed weekdays.
1:15 PM
Received call from The Daily News Newspaper's parent company, informing me that they do pricing of $55.50 CPM for 8.5x11, two-sided, full-color newspaper inserts. They were unaware that I had already been contacted by their publication. I was also informed that there are no flat rates and that there are different pricing options dependent upon the print insert’s specifications and the distribution dates.
Overall Experience: After approximately one hour worth of transfers, incoherent sales reps, and battles with automated menu systems; emails to nameless newspaper reps; and call-backs with misleading information...I have decided that switching my college major from journalism/newspapers to writing/marketing was the best decision I ever made. It would be difficult working within such an inefficient and uncoordinated industry on a daily basis.
How Can Newspapers Improve the Pre-Print Insert Advertising Sales Process?
•Clearly list pre-print advertising rates on newspaper’s website
•Offer print insert targeted delivery by zipcode feature on website with CPM rates
•Establish a preferred vendor relationship with a cost-effective printer. Provide advertising prospect with printer’s information and a coupon for savings. Printer will then send pre-printed inserts to paper for advertising/distribution.
•Hire different (well-versed) advertising sales reps for pre-print and classifieds
•List easy-to-access circ information for weekdays and weekends
•Provide advertisers/prospects with a unique telephone assistance number
•Coordinate rates and follow-up communications between papers
•Automatically generate multiple advertising packages and send via email after customer inquires about pre-print advertising rates. Make it easy to advertise!
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4:01 AM
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