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An advertising department for a newspaper is responsible for generating revenue for the business by selling advertising space to local or national organizations. To sell advertising space, the department carries out a number of functions, including accepting and processing orders from advertisers, creating advertisements, providing media information to advertisers and advertising agencies, helping businesses develop advertising plans and working with editorial teams to develop features that will attract advertisers.

Business

The newspaper advertising department plays an important role in helping small businesses market their products and services. According to Professional Advertising, 57 percent of adults in the United States read a daily newspaper, and newspapers get the biggest share of advertising revenue in the country. Over 85 percent of newspaper advertising expenditure is accounted for by local advertisers.

Classified

Many advertisements in a newspaper are small, low in cost and generally consist of text only, although some may include the use of photographs. These are known as classified advertisements and they are published in a special section of the newspaper under different headings or classifications. The advertising department takes orders for classified advertisements via telephone, email or the internet, and processes the orders for publication on an agreed-upon date.

Design

Advertisements that appear within the editorial sections of a newspaper are known as display advertisements. Generally, they include photographs or illustrations as well as text. The advertising department may offer design services to advertisers who do not have their own facilities or do not use an advertising agency; an in-house graphic designer will create and write an advertisement to suit the space the advertiser has purchased.

Media Data

Providing media data to advertisers is an important function of the advertising department. Media data includes the circulation of the newspaper, its frequency of publication, geographical coverage and a profile of its readership based on audience research. The department also produces a rate card that lists the costs of different sizes of advertisements, together with discounts available for multiple bookings. Advertisers and advertising agencies use media data and rate cards to plan their advertising campaigns. They choose a medium, such as a newspaper or magazine, that reaches the largest proportion of their target audience for the lowest cost.

Features

Advertising departments work with editorial teams to develop special features that will attract advertisers. An example is a feature on home improvements where the editorial content would include a series of articles on decorating, furniture placement and small building projects. The advertising department contacts suppliers of relevant products and services, inviting them to advertise in the feature and emphasizing the benefits of the editorial environment.

Relationships

To encourage customers to become regular advertisers, advertising departments call or visit businesses or advertising agencies to discuss their advertising requirements. Advertising departments also help small businesses plan advertising campaigns. Sales representatives often meet with advertisers to discuss their business objectives and recommend the best way to use the newspaper to advertise their products and services. Advertising departments may also offer special deals or discounts to high-profile advertisers that they wish to attract to the newspaper.

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Charlene Davis

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