What are press ads rates ?
Negotiate rates in press: Gross to Net
First of all, it is important to draw a distinction between gross rates (commercial full price) and net rates (price with discounts) in media buying. Indeed, in press or for any other mediums, gross rates are very far from being the real costs of ad spaces.
Some medias opt for low gross rates but close to the net rates, therefore, they give small discounts from 5% to 15%. However, in most cases, discounts may vary from 30% to 80% depending on purchase details (non-exhaustive list):
- Purchase volume
- Purchase frequency
- If you are a new advertiser (discount from 5% to 10%)
- Purchase by a professional organization of media buying (commonly 15% of professional discount)
Tip : if you ask for a quote with Adintime's platform, you will get a basis of 15% professional discount and in addition, we can help you negotiating more.
To get knowledge of the media buying vocabulary, I encourage you to refer to the glossary that we wrote: click here.
Get magazines and newspapers advertising rates
Then, before obtaining real ad spaces rates in press, you need to find them, and trust us, it’s not that easy. We are here to help you!
For this purpose, magazines websites are the solutions. Indeed, you can usually find sections at the bottom of the websites such as “Advertise with us” or “Advertising”.
In these sections, you can generally find the contacts of advertising sales managers from an ad agency or the magazine itself.
You can also find the media kit which is one of the most important documents in the media buying field and usually contains ad rates.
The media kit either can be downloaded directly on the website, or you can ask for it to the contact you have got. Moreover, some of these websites are now equipped with the Adintime’s solution which synthesizes more than 300 magazine’s media kit and make quote requests easier.
If you can’t find such a section on the website, check out the “contact (us)” section which sometimes includes the advertising department contacts.
As a last resort, if you don’t have any contacts, you will need to know what is the ad agency which manages the magazine’s sales. You can either ask the magazine by calling them, or find it on Internet (e.g. google it: ad agency + [magazine’s name])
Thanks to our team’s expertise as media planners in the media agency BBP, we developed the Adintime’s platform, an easy-to-use solution with a fast search in order to get ad rates in press (+ OOH and social media).
With a few clicks, you can get:
- A synthesized media kit
- A quote request form (answer within 24h)
- 15% discount (minimum) on your ad space purchase.
Feel free to get in contact with us through the platform’s chat if you need any advices or if you want our opinion about ad rates that you negotiated.