What factors affect the cost of print advertising?

Color print ads often cost more than black and white ads.

Print advertising – such as newspaper ads, pamphlets and brochures – remains one of the most popular advertising methods despite the avenues of advertising opened up by new technologies, but the cost of print advertising can make it difficult for some new companies to market themselves. Paper is one of the main factors affecting the cost of print advertising, because thicker paper costs more than thin paper. Color choices – whether in color or black and white – will also determine how much a company will have to pay for print ads. Bulk orders often reduce printing costs because printers will charge less per print once the equipment has been configured for a specific job. Response time is also a consideration for many printing companies, and some charge more for quick service.

A magazine’s circulation can dictate ad prices.

When a company hires a printer for a job, one of the first decisions the company has to make is about paper. There are many types of paper: glossy, matte, colored, plain, opaque, photographic and cardstock, among others. In general, thicker paper with coatings, such as a glossy coating, will cost more than thin uncoated paper; at the same time, thicker paper is also superior quality paper and may be worth the additional cost. The amount of paper used, or the size of the print, will also be a factor that will affect the cost of print advertising.

Ink is the second factor that affects the cost of print advertising. In the past, the amount of colors used affected the price – a print with red and green would cost less than a print with red, green and blue, for example – but this is rarely taken into account in 2011. What matters is whether Printing is in color or black and white. Color print ads cost more, but are generally more visually appealing than black and white print ads.

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The number of impressions ordered affects the cost of print advertising, because many printers offer discounts for bulk orders. If one company orders 100 prints, and another company orders 1,000 prints, the company that orders 1,000 will pay less per impression than the company that orders 100. That’s because with higher order numbers, the printer can afford to reduce the price per impression and still make a profit. Unless the company changes its advertising designs regularly, it is suggested that companies order in bulk.

Some printing companies will charge an extra fee for accelerated turnaround time, while other printing companies will finish jobs on a first-come, first-served basis. With the former, the printer will charge an extra fee to do the work a few days in advance so the advertising industry can get their marketing materials sooner. To avoid the need for extra return fees, it is best for the company to order prints as soon as possible to reduce the cost of print advertising.

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