Campaign Advertising in the Local Paper

Because local newspapers have a limited area of distribution, they can be an effective way to get your message across to local voters.

Ethnic papers are also a great way to target a particular population in your district.

Newspaper ads are usually sold by the column inch for each day that an ad runs.  Prices are based on circulation.  Here are some tips for campaign advertising in the local newspaper.

Start Early

Don’t wait until the last minute to buy ad space. Start plotting out your advertising campaign as early as possible, and get to know the newspaper’s advertising staff. Find out their rates. Many papers provide substantial discounts to bulk purchasers. Try to purchase as much advertising space as possible in advance. Smaller newspapers may allow candidates to buy a bulk contract together at a lower rate, leaving the candidates to allocate the space themselves.

Use Your Clout

During the campaign, you will be sending out news releases. Sometimes you have to fight for coverage. A press release can carry the same message as a paid ad, and it costs a lot less. If the paper never runs your news releases, call up the advertising manager and complain. If necessary, you can threaten to pull your ads. Odds are, your releases will probably start getting more attention.

In theory, newspapers have a wall between editorial and advertising, but in the real world, well … things happen. This trick works better if you have purchased a decent amount of ad space early in the campaign.

Know Your Deadlines

Advertising space is usually set up several days ahead of time, usually before the news deadline. Have your ads worked out ahead of time so that you do not run up against the deadline. That’s how mistakes get made.

Finally

Many local laws require that political ads carry a disclaimer. It is up to you to make sure that you comply with those requirements, if necessary.

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