Newspaper Inserts For Advertising Campaigns

Ed the Roofer

I have never done this, but in the past, I have inquired with the local newspaper advertising staff, but they were not too knowledgeable about it. I'm sure I didn't get to the right person or right department.

I see many of the larger well known remodeling companies have post card stack, full sheet flyers in the newspapers, usually with a perforated tear off return post card including other methods of contact too.

What should the costs of a campaign like this cost?

Do you have the newspaper do the printing for you, or outsource that aspect?

How does one go about getting the media agency discounts available for reduced implementation rates?

Heck, these may all be seperate threads to be dealt with, but possibly can be condensed ito one.

From the slight amount of internet research I did last fall and am now picking up on it again, I discovered a company called echo media, which I think does this type of work for you.

Here is a link to one of there sites pages;

http://echo-media.com/mediacat.asp?mediatype=Newspapers

Maybe those of you who are more knowledeable could discern the intricacies of this type of marketing campaign.

Ed

Second Look

That partly depends on whether you're placing it in the Chicago Tribune or the Joliet Herald News. Best bet is to call the paper??? I read an advertising book recently which mentioned that rates for print ads are highly negotiable.

You probably know just how bad off the newspapers are these days. My local paper gives away copies in the grocery store, and offers weekend delivery for $1 a week. Then they call to offer me the other 5 days for free. I cancelled the weekend delivery and STILL get the Sunday paper (free). They're hurtin' for readership and advertising revenues, so pay accordingly.

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Second Look

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PressurePros

I think I was quoted like $.07 per insert which I thought was very high. That was for a finished design printed and drop shipped to them. All other expenses were on me. Paper circulation is around 1500.

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POOLMANinCT

why would you spend money in a media that is hurting for readership...

btw they call that content impression in the biz...

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J DoubleD FLoor

For those that are looking to get a heads up in certain areas ... my wife (of all people) came up with a great idea ... while the newspaper delivery boy was delivering the paper ... she asked him ... how many papers do you deliver? the boy proudly returned ... I have 6 routes mam ... and it's about 700 papers weekly and 1000 on the weekends ... she then asked him if he'd like to make an extra 20.00 per month ... The boy said doing what ... she said ... stop by here tomorrow and we'll have some fliers for you to deliver with your papers ... the boy did and has been for a month .... and we've landed 17 jobs from it ... Gotta love the wife

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sprinklerguy

If the paper boy gets caught doing that he will be fired...and you will more than likely get a bill....which of course you won't pay....but they will hound you until you get the point.....which is: No free lunch.....

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Ed the Roofer

Bump, becuase now it has some relation to Kevjob's Post Card Thread.

Ed

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dubz

I think the people who get their news from the news paper are the kind of people who'd be in a position to have some work done.

I've been looking into it, good bump , Ed. If I made a thread, I probably wouldn't have used the correct term and made everyone mad at me.

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AutumnWood Inc.

Has anyone had success with flyer inserts.....?

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handyhands

We've done it quite a bunch in the past.

We're in fact going to be doing it the beginning of this Spring in our local town newspaper (gets distributed to approx. 8,000 homes)--cost to do the entire run is $45.00 per 1,000.

There is a print-house we use frequently called The Spectrum---I'd have to pull the file to look at the rates, but I can tell you right now they're by far the most inexpensive in regards to handling the printing and shipping of your items/ inserts.

-Good Luck

AutumnWood Inc.

What is your costs verse results.... If I could ask

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Publisher1

Newspaper inserts can be effective if the demographic matches your interests -- Older, literate, and generally above average incomes. We're distributing our renovation magazine (produced at the behest of the local HBA's renovators council) in the daily zoned to neighbourhoods with high incomes and older homes where the renovators know there is business to be had. I will report on results once distribution is complete in the next couple of weeks.

Most times inserts are printed separately and delivered to the newspaper's distribution point for delivery; though the newspapers often can offer printing/flyer preparation services.

The big problem with flyers is clutter -- sheer volume can dilute your message. I think if you put some useful editorial in your flyer you will have better results than with a pure self-promotional message.

handyhands

well, to do the entire run in the paper--we can hit the entire 8,000 circulation for a mere $360--plus the cost of printing the inserts and having them shipped to the paper, which I'll pull the file and post in a bit.

the other gentleman who posted raised a good and valid point as well--clutter is an issue. When we do an insert run, we ALWAYS pick an alternate day as opposed to a Friday (when all the sales flyers/ grocery circulars are distributed)--for the money you're investing, you want to do your best to stand out, and not get lost in the mix.

When doing a larger paper, you can zone by zipcodes and other demographics as well which may more accurately zone in on your targeted potential client.

Just out of curioisity, have you ever considered trying Val-pak, or any of the other type of coupon mailers? We had success with Val-pak in the past, but either way, the same deal applies when doing the inserts=You're spending money to do nothing but keep your fingers crossed in anticipation of the phone ringing.

fez-head

Our local news paper just bought a new press and are now able to print, insert and deliver all in-house. Before I would have had to drop off ready-made flyeres on the dock for insertion.

Thanks for the info.
Jesse

fez-head

We where in something simaler to Val-Pac called "Door Mail" it was OK for loss leaders like $99 Bi-annual gutter cleaning contracts but every other ad we tried using it was a prertty much a flop. It was a step above the "classifieds" and to steps above "The Ad Sheet" though.

AutumnWood Inc.

We did the val pak only one time, in one county and not even one call, that is why i wonder how many calls you get verse the cost... With your printing costs you probably have around $500 dollar for 8000 flyers..
I wonder if you spent 1/2 that ($250-$300)per month on a yellow pages ad if you would have better success... Do you do this every month or ..?

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Solar Control

In my opinion, a big part of your marketing equation has to be increasing your TOMA (top of mind awareness). When I think of decks, I think of Archadecks. Why, because I have been exposed to them, magazine/tv, more than any local business that does it. There are a number of guys that can build great decks in our area, but since their business isn't in front of my eyeballs, I don't think of them.

The thing with Valpak or other forms of advertising is to do it more than once so that the consumer starts associating your business with decks. The first time I see your truck and signage, it may not even register. The fifth time I see it, I'm beginning to think you have a real presence in my area. I need a deck, I think of Autumn Wood, etc. Perhaps you can figure out a combination of marketing that works best for you.

The tough thing is judging how long it takes in each type of media. Measuring your ROI on each media buy will let you stay in front of your competition and not waste your money. Not every business owner wants to go through the headache of keeping track of all of it (there's always "real" work to do), but it's essential so that you don't throw good money after bad.

As far as yellow pages go, in some cities the book publishers are getting permission from the state to not distribute the books into certain large areas. That would make me reevauate the ROI of yellow pages in comparison to PPC marketing.

I don't presume to understand anyone else's business and all of the marketing nuances of it as I'm still trying to figure out my own. I didn't intend to ramble, it's early and the family is still asleep.

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AutumnWood Inc.

I agree Solar, and here is the struggle between small low budget company and large big budget company......... The amount of money for a campaign is not within our reach, we would like some leads, and not just getting our name out there.... Thank you, for you thoughts

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Logic

Any good weeklies in your area? Those may be better for this type of thing over dailies.....