MediaBuyerPlanner: National clients who purchase ads in local newspapers typically are charged a premium -as much as 30 percent more – over local advertisers. But that premium is dwindling.
As newspapers in major markets see circulations decrease and competitors increase, it becomes more difficult to charge such a hefty premium, writes Media Life. And, while newspaper rate cards continue to include the premium, they are being successfully negotiated down by media buyers.
In part, that’s because newspapers are more sensitive to the complaints of media buyers, particularly in light of their increasing scrutiny of buyers on circulation figures. According to Jouette Travis, executive vice president and managing director for Carat, “You have to be careful how you increase your ad rates. You don’t want to be the paper that went down 8 percent in circulation and raised your rates by 7 percent.”
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- MBP Overview: What’s Going On in the Newspaper Industry, Updated 2/20
