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Palmer: Introduction to Marketing

Chapter 10

The cost of placing a printed ad can vary enormously between different titles. Have a look at the advertising rates for the following:

The Times newspaper: www.timesonline.co.uk/section/0,,1723,00.html
A selection of local newspapers: www.thisisnorthcliffe.co.uk/newspaper/rates/? and http://www.expressandstar.com/EStar2/furniture/nabout/esads.htm
BBC magazines: www.bbcmagazines.com/ads/ratecard.html

Questions:

  1. Take a look at the cost of taking out a half page advertisement in each of these titles. Why is there such a big difference in rates?

  2. How do publishers go about measuring and validating the circulation and readership of their titles?

  3. If you were a national company launching a new car satellite navigation device, what factors would influence your selection of space from among these titles?