the Cost of Print Marketing and Advertising

Print Advertising in a local newspaper for a 2 columns by 3 columns size ad. Each ad cost was $55 and was to run every other week.

I worked with the advertising salesperson to get her electronic copies of ads which were suitable and acceptable to one the companies we work with that offers co-op advertising reimbursements. The ads have specific requirements, including the need to use that particular company's logo formatted exactly as they supply it on their website. I am able to download the ad in either a pdf or tif file, and then I forwarded it on our advertising salesperson, who also happens to be responsible for the layout and editing of the ads. Did I say this was a small town newspaper?! We have done alot of advertising with this particular newspaper, and used co-op advertising dollars from this particula company many times over. This particular occasion, the advertising salesperson/editor decided to change the format of the company logo, which is prohibited. Unfortunately, I did not catch it when the ad ran the first time, and it was repeated for a second time later that month. We did receive a nice, but curt note from the company when we submitted our tear sheet for reimbursement - much like a slap on the hand. They did reimburse us for the first ad, but we have yet to see if they will reimburse us for the repeat error.

When you advertise, do not assume anything, even if you have done the same type of ad over and over. Be sure to proof every single ad, no matter your confidence in the paper, and be sure to review the printed results!