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Your tips to publish in newspapers

Discussion in 'Sales, Marketing & PR' started by Darren118, Jan 28, 2018.

  1. Darren118

    Darren118 UKBF Newcomer Free Member

    10 0
    Hi all,

    Would love to hear your tips on do's and don'ts when contacting local/regional newspaper ad reps trying to get the lowest price or latespace price on advertorial without having to pay multiple inserts runs. I was reading some members have got upwards of 80% off of the rate card. I think a comprehensive list will help others who might be considering this approach in the future.

    A list was provided before by a member which is massive on all regional newspapers in the UK. My target market is over 50s men or women.

    Thanks
     
    Posted: Jan 28, 2018 By: Darren118 Member since: Dec 2, 2017
    #1
  2. The Byre

    The Byre UKBF Ace Free Member

    7,571 2,944
    Print is hurting and hurting badly, so you can squeeze some massive rebates out of them - but I would do my own research on whether the title in question really reaches my target demographic. Never believe anything in a press-pack! Do your own research!

    That said, advertising across the board is failing. PPC, on-line banner ads, print, radio, the lot. There is just so much advertising everywhere, that the individual ad hardly gets noticed. The only type that still sort of works is blanket TV coverage - but only if it is catchy and hits home. Think - Meerkats and Irnbrew!



    However, the over-50s watch far, far more TV than most, so again, the individual ad fails to make much impact.
     
    Posted: Jan 28, 2018 By: The Byre Member since: Aug 13, 2013
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  3. Highland Spring

    Highland Spring UKBF Regular Full Member

    137 9
    I've seen offers of paid placements going around for the £500-£600 mark and you would be surprised at some of names mentioned... Most of the major national or international newspapers. If you look carefully on their websites and in print you'll see some of these stories subtle but paid I am pretty certain now creeping in.
     
    Posted: Jan 28, 2018 By: Highland Spring Member since: Jan 20, 2018
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  4. columbo

    columbo UKBF Regular Free Member

    327 72
    Dailymail.co.uk web version - many examples of advertorials on an almost daily basis.

    Do be warned though most newspapers will try sell you a traditional advert first so be resolute from the outset you don't want one...
     
    Posted: Jan 28, 2018 By: columbo Member since: Jan 27, 2013
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  5. ethical PR

    ethical PR UKBF Legend Free Member

    6,849 1,494
    I wouldn't go for advertorials they aren't terrible effective. I would go for an ad with a strong call to action and which clearer outlines why people should buy your 'whatsit'.

    If your market is over 50's depending on your exact demographic why not look at Saga, Gransnet etc and other on and offline media aimed at this age group.

    It's not about just looking what's cheapest, but what is the best use of your spend.
     
    Posted: Feb 5, 2018 By: ethical PR Member since: Apr 19, 2009
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  6. StevePoster

    StevePoster UKBF Enthusiast Free Member

    953 137
    We are not only just publishing, but first try to understand your over 50s target men and women's behavior for you to create an call to action ad. Don't just consider the lowest price but the attribute itself. Study your target's activeness in weekdays and weekends to be specific.
     
    Posted: Feb 7, 2018 By: StevePoster Member since: Nov 29, 2013
    #6
  7. Highland Spring

    Highland Spring UKBF Regular Full Member

    137 9
    Another factor journalists like to be lazy, so if you can write an interesting piece of copy and send it them suggesting they use if (in exchange for promoting you) there is a chance they will.
     
    Posted: Feb 7, 2018 By: Highland Spring Member since: Jan 20, 2018
    #7
  8. ethical PR

    ethical PR UKBF Legend Free Member

    6,849 1,494
    That's rather a generalisation. That might work for a local free paper. But extremely unlikely it would work for a national newspaper, TV or radio station.

    Journalists being lazy is one of those urban myths. Much more likely to be the case there have been massive cuts back in a news room, they have a large patch to cover and tight deadlines.
     
    Posted: Feb 7, 2018 By: ethical PR Member since: Apr 19, 2009
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  9. Nat Chu

    Nat Chu UKBF Newcomer Free Member

    3 0
    There is a great book by Janet Murray "Your press release is breaking my heart" with heaps of very useful tips on how to approach editors and local newspapers. Definitely worth a read.
     
    Posted: Feb 8, 2018 By: Nat Chu Member since: Nov 26, 2017
    #9
  10. Minuteman Press

    Minuteman Press UKBF Ace Full Member - Verified Business

    1,608 245
    Interesting clear angle. Exclusive. Newsworthy. Relevant for other stories being run. Sent to the correct editor. Quality appropriate pics. Follow-up.
     
    Posted: Feb 8, 2018 By: Minuteman Press Member since: Dec 8, 2007
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  11. ethical PR

    ethical PR UKBF Legend Free Member

    6,849 1,494

    The OP wanted to take out advertising, he wasn't looking for editorial coverage Peter.
     
    Posted: Feb 10, 2018 By: ethical PR Member since: Apr 19, 2009
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  12. Minuteman Press

    Minuteman Press UKBF Ace Full Member - Verified Business

    1,608 245
    The OP was interested in advertorial. By providing quality content that can be built upon the negotiating position improves. The advertorial becomes more interesting for the publications audience. That's my tip for gaining advertorial. Go for it and save money on agencies!
     
    Posted: Feb 10, 2018 By: Minuteman Press Member since: Dec 8, 2007
    #12
  13. ethical PR

    ethical PR UKBF Legend Free Member

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    I appreciate that Peter.
    My professional opinion (as a former journalist and someone who does media buying as part of my day job) is that if you are advertising you are much better taking out an ad rather than an advertorial. We have done split testing on this and the ad gives a much better ROI.
    Ads are a better mechanism for getting across the benefits of your product or service, a special offer/discount/promotion and having clear calls to action.
    If you have a strong news story, feature or opinion piece or other editorial content, you can pitch it to the editorial team at the media you are targeting.
     
    Posted: Feb 11, 2018 By: ethical PR Member since: Apr 19, 2009
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  14. DaisyJane

    DaisyJane UKBF Newcomer Free Member

    9 1
    Is there any way I can find a list of editors within the tourism sector? thanks
     
    Posted: Jun 1, 2018 By: DaisyJane Member since: Jun 1, 2018
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  15. DaisyJane

    DaisyJane UKBF Newcomer Free Member

    9 1
    HI, I need to post a press release (tourism) for a trekking company that is offering a free trek to someone who they are then going to follow on their "journey" before, during and after - can you help me find the avenues to getting the release infront of the right people? thanks
     
    Posted: Jun 1, 2018 By: DaisyJane Member since: Jun 1, 2018
    #15
  16. ethical PR

    ethical PR UKBF Legend Free Member

    6,849 1,494
    Hello @DaisyJane

    Sorry I am not clear what you are looking to achieve from your post?

    Do you want to approach journalists to take a free trek in return for them reviewing your treks in their publications?

    If so, you don't need to issue a news release, you need to make direct approaches to target journalists who work for media you want coverage in,
     
    Posted: Jun 1, 2018 By: ethical PR Member since: Apr 19, 2009
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  17. DaisyJane

    DaisyJane UKBF Newcomer Free Member

    9 1
    Hi, Thanks for your reply. I'm looking to do both: A press release to "advertise" the competition, with the hook being that it will be a unique opportunity to look at trekking mont blanc through the eyes of an individual. I also want to approach individual journalists to tell them they have an opportunity to go on the same trek and record either what we are trying to achieve or use it for their own reporting purposes. I'm happy to search major papers, find journalist names and get their contact details, same with tourism titles - but its very long winded! Do you have any advice on a) the ideas and b) how to achieve my oal as smartly as possible? thanks
     
    Posted: Jun 1, 2018 By: DaisyJane Member since: Jun 1, 2018
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  18. The Byre

    The Byre UKBF Ace Free Member

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    Whatever you do in journalism or as a PR exercise, you need a copy of 'The Writer's and Artist's Year-Book' (https://www.writersandartists.co.uk/) and (VERY IMPORTANT!!!) you need to attend the premier trade fair for that branch of business - which for tourism is the ITB in Berlin, which logically is been and gone, seeing how it cannot take place during the tourist season for obvious reasons!

    https://www.itb-berlin.de/en/

    The various trade mags in any branch are given free stands in exchange for free ads in that publication. At all trade fairs, there are areas (usually in some gangway between halls) where all the trade mags can put up small stands and hand out free copies and/or grant free subscriptions to trade visitors.

    Doing business in ANY branch, whether it is ice-cream, aviation or steal fabrication requires you to know these facts. It is just basic business-101 and something every person above shop-floor level should know!

    Sorry to sound arrogant like this, but the flood of wannabees today in every branch just do not start at the start, i.e. work in their chosen field first! If you worked in the tourism industry, you should have been making an annual pilgrimage to ITB every March, just as everybody in the music instrument industry goes to the 'Musikmesse' in Frankfurt and everybody in computing goes to one of the CeBIT fairs.

    One of the functions of any of the leading trade fairs, is to give visitors a view of the whole of their industry and access to any and all participants. You are of course perfectly free to ignore trade fairs and may succeed despite this - but I have yet to see that happen!
     
    Posted: Jun 1, 2018 By: The Byre Member since: Aug 13, 2013
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  19. DaisyJane

    DaisyJane UKBF Newcomer Free Member

    9 1
    Thanks for your information. Unfortunately I don't work full time on this - I am assisting a friend who has a "one man band" business, but I think provides a fantastic service in her field (trekking holidays). therefore she has a tiny budget and that is why im asking advice on a this forum because we are relying on the generosity of others who are in the trade on assisting where they feel like it
     
    Posted: Jun 1, 2018 By: DaisyJane Member since: Jun 1, 2018
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  20. The Byre

    The Byre UKBF Ace Free Member

    7,571 2,944
    So you just want trade journalists to write about your friend! OK, Fairy Nuff.

    Now the hard part - why?

    Why should a journalist write about your friend? (And don't say, because she provides a fantastic service, that ain't a reason for column inches! Hundreds of thousands of tour guides are providing fantastic services all over Planet Earth, from Alaska to Zimbabwe and they are doing this each and every day.)

    In other words, what exactly is newsworthy , exciting or disruptive about your friend's services?

    Trade journalists get to make their mortgage payments by serving up stories about new and interesting developments and business developments in particular. People go schlepping up Mont Blanc all the time and they only make the news when they fall off and their next-of-kin are handed a €25,000 bill by the French authorities for retrieving the body.

    I worked for a long time in trade publications and we got "Please write about us!" requests a dozen times a day! And that was back in the days of snail-mail. Today, it will be hundreds of PR pieces EVERY DAY!
     
    Posted: Jun 1, 2018 By: The Byre Member since: Aug 13, 2013
    #20