Remnant newspaper advertising (or *standby* as most newspapers call it) can produce ad savings of 50% or more.
What is *standby advertising?*
Probably the easiest way to explain it is to compare it to the well known airline practice of offering standby tickets. People who buy airline standby tickets must be at the airport and ready to board (standing by) in case a seat on the flight they want opens up. If no seats become available, they have to wait for another flight.
It's basically the same with newspaper standby advertising. You must have an ad prepared and ready to run ... waiting (standing by) for unused newspaper ad space to become available. That availability may be because the newspaper didn't sell all of the advertising space allotted ... or because someone pulled their ad at the last minute and a replacement -- at regular rates -- could not be found.
With standby ads you give the newspaper approval to run them when space opens (at a set price and possibly with some restrictions on days to run, etc.). So, when the newspaper faces a deadline with open ad space they can take a pre-approved standby ad and run it. Everyone wins. You get a lower price, the paper gets to fill the ad space and at least make a little money.
You wouldn't want to base your ad strategy on standby ads. It may be weeks or months that they'll just sit ... collecting dust. But, as an adjunct to your normal ad schedule, standby ads make a lot of sense.
Not all newspapers offer standby rates ... and many that do only accept larger ads. To find out if your paper offers them, give the Ad Director of your newspaper a call.
Copyright 2007 by Galen Stilson
What is *standby advertising?*
Probably the easiest way to explain it is to compare it to the well known airline practice of offering standby tickets. People who buy airline standby tickets must be at the airport and ready to board (standing by) in case a seat on the flight they want opens up. If no seats become available, they have to wait for another flight.
It's basically the same with newspaper standby advertising. You must have an ad prepared and ready to run ... waiting (standing by) for unused newspaper ad space to become available. That availability may be because the newspaper didn't sell all of the advertising space allotted ... or because someone pulled their ad at the last minute and a replacement -- at regular rates -- could not be found.
With standby ads you give the newspaper approval to run them when space opens (at a set price and possibly with some restrictions on days to run, etc.). So, when the newspaper faces a deadline with open ad space they can take a pre-approved standby ad and run it. Everyone wins. You get a lower price, the paper gets to fill the ad space and at least make a little money.
You wouldn't want to base your ad strategy on standby ads. It may be weeks or months that they'll just sit ... collecting dust. But, as an adjunct to your normal ad schedule, standby ads make a lot of sense.
Not all newspapers offer standby rates ... and many that do only accept larger ads. To find out if your paper offers them, give the Ad Director of your newspaper a call.
Copyright 2007 by Galen Stilson
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