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Newspaper Advertising

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Advertising in newspaper in a dynamic market like Malaysia can be very challenging especially if there are so many choices which are determined by the language of delivery.

There are in general national and regional editions while in certain states, there are newspapers targeted for their respective communities all of which are published to convey up-to-date information and news to its readers.

Types of newspaper format

There are in general 2 types of formats when it comes to newspapers. These formats are determined and identified through their sizes.

Malaysia Tabloid papers or newsletter

This type of newspaper is designed for easy reading. They are in portrait format and comes in size of 10 inches wide and 12 inches in height.

In most cases, the ads that are used in tabloid newspapers are measured in columns although there are pre-determined sets like half-page, quarter-page and full-page ads. The most popular tabloid paper in Malaysia currently is The Star and The Sun.

Broadsheet papers format

This is the most traditional layout of newspapers. They are usually folded and are larger than tabloid papers.

Broadsheet papers are usually 21 inches tall and 12 inches wide. In Malaysia, the most popular broadsheet papers include New Straits Times, Utusan Malaysia and most Chinese papers like China Press and Sin Chew Jit Poh. For advertising, broadsheet papers generally use columns instead of inches.

Newspaper Circulation and Readership

Circulation plays an important role for newspapers and this is an influencing factor that will determine how well a certain newspaper is performing in the market. It can be assumed that the higher the circulation of a newspaper, the better it is for advertising.

However, this must not be confused with readership. If a newspaper has 600,000 prints in circulation, it does not automatically result in 600,000 readerships as well. It can be either more or less than that the number projected.

ABC (Audit Bureau of Circulation)

ABC is the authority that checks the validity of the circulation number of a newspaper. Circulation, which refers to the total number of copies issued and distributed is often published by the company itself. If they are not audited by ABC, it is entirely up to the company to put out any number which might not be credible.

Newspaper Advertising Rates

All newspaper operators have a rate card that stipulates the cost of placing ads within their publications. In most cases, newspapers charge a flat rate for specific pre-determined locations and sizes.

This include half-page, quarter-page or full-page ads. When an advertiser decides to engage a full-page ad, they will pay the amount as set and it is up to the discretion of the publisher to place the ad at the location they deem fit.

There are many different size sets for advertising on newspapers. The most common sets are full-page, half-page and quarter-page ads. As the names imply, advertisers will have to design their ads based on the pre-determined size and send their copies to the publication before the deadline.

ROP Run Of Paper

ROP stands for Run of Paper. This refers to the placement of the ad in any part of the newspaper in any location at the discretion of the publisher. When the advertiser decides to place an ad in a prime location like the front or back pages, a premium loading fee will be imposed.

B/W and F/C

B/W refers to Black & White while F/C refers to Full Color. The 2 terms refer to how the ad is printed where B/W will be cheaper than F/C ads.

Newspaper Rate Frequency Discount Pricing

Most newspaper companies offer incentives like Frequency Discount Pricing for advertisers. This is an option where the advertiser can sign an agreement to place a certain number of ads for a 12-months or 6-months duration.

In most cases, there are certain discounts for 3, 6, 9 or 12 insertions per year where the more insertions agreed, the higher the discounts will be.

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