Print advertising
Print offers something other media do not: a reader who chose the title, paid for it and gives it time. An ad there has a chance of being read, not just glimpsed. For that to work, the title, the position in the issue and the technical quality of the artwork all have to be right — and a mistake in any of them cannot be fixed once printed.
What we deliver
- Title selection by readership and reader profile in the target audience
- Offer comparison in cost per thousand contacts (CPT)
- Negotiation of price, format and position in the issue
- Deadline tracking and technical checks on print artwork
- Checks on publication, placement and print quality
Readership and circulation are not the same
Circulation says how many copies are sold and is audited by ABC ČR, the Czech audit bureau of circulations. Readership says how many people actually read a title — one copy is often read by several — and is measured by the Media projekt survey. For planning, readership in the target audience is what matters, not circulation.
So titles are compared by cost per thousand target readers (CPT). A title with lower circulation but a precise reader profile often works out better value than a large general-interest title.
Position in the issue and deadlines
An ad on a right-hand page, on a cover or beside relevant editorial is seen more than one buried among others. Premium positions — covers, early pages, pages beside editorial — carry a surcharge and are booked in advance.
Every title has a deadline for booking space and a later one for delivering artwork. For dailies it is days, for monthlies weeks, and for covers and special formats earlier still. A missed deadline means moving to the next issue or losing the position.
Artwork is checked before it goes out
Publishers usually accept artwork as print-ready PDF in a prescribed standard, in CMYK, with the right colour profile for the paper stock, with bleed and with image resolution suitable for print. Newsprint prints differently from coated magazine paper, and the same file will not look the same on both.
We check artwork against each title’s specification before sending it. An error caught by us costs a file fix; an error caught in the printed issue costs the whole insertion.
Frequently asked
- How much does an ad in a magazine or newspaper cost?
- It depends on the title, format, position, colour and number of insertions; publishers’ rate cards are a starting point, not the final price. Send the inquiry form with your audience and dates for a proposal of titles with cost per contact.
- How far ahead does an ad need to be booked?
- For dailies, usually days; weeklies, one to two weeks; monthlies, several weeks. Premium positions and covers are booked earlier still. Artwork is due by a separate technical deadline, later than the booking deadline.
Related services
Advertorials and supplements
Paid space in the form of an article or themed supplement — for messages too long for an ad, always clearly labelled as advertising.
Read more →12Regional and trade press
Regional dailies, municipal newsletters and trade journals — where the audience is narrow and reads its title closely.
Read more →02Negotiation and buying
The rate card is only the opening bid. We negotiate terms, book the space and make sure the campaign runs as it was bought.
Read more →