What are The Most Popular Advertising Categories for Classifieds?

As mentioned in lesson 3 of this module, budget and objective are the deciding factors for the type of advertisement an advertiser intends to publish. Based on these factors, there are certain ad categories which are particularly popular under the classified section rather than in the display ad format.

The reason behind the popularity of these classified categories is the objective which they intend to meet. Some of them are individual ads for personal references or meeting official requirements of individuals, while some of them are conditioned by the budget of the advertiser.

The list of popular Classified Ads is provided as follows.

Matrimonial

All matrimonial match seekers who advertise in newspaperMatrimonial Classifieds only prefer the classified ad format and it is the most frequent classified ad category under which ads are booked. It can be a text ad or a classified display consisting of an image of the prospective bride or groom. The reason matrimonial advertisers choose the classified ad format is that these ads are published predominantly by parents and other family individuals and can be referred to as personal individual advertisements.

RecruitmentRecruitment Classifieds

Many of you may wonder that recruitment advertisements are more popular in the display format, but it is also quite popular category under classifieds. Most small and medium businesses fulfil their recruitment requirements with classified ‘Situation Vacant’ advertisements. Even individuals seeking jobs often advertise in the recruitment section under the sub-category of ‘Situation Wanted’, wherein, job seekers mention their qualifications and skills requesting a profile matching them.

ObituaryObituary Classified

Obituary advertisements are generally released in the Classified Display format which enables advertisers to include images of the deceased and messages of their choice at a much lesser price than display ads. Remembrances, funeral invitations and even condolence messages are conveyed through classified text or classified display advertisement as per the budget of the advertiser.

Property

By property ads here, we do not mean real estate projects but advertisements for sale, purchase and rent out individual homes, flats or apartments. Brokers, landlords and Individual property owners constitute 100% of the classified property advertisers across all Indian newspapers.

BusinessBusiness Ads on Newspaper

Every business house has certain budget constraints, based on which they pick their mode of advertising. Since 8 times out of 10, newspaper advertising is the first choice of all business promotional campaigns, many small and medium sized businesses choose to advertise under the classified format. Sales promotions, Business Proposals/offers or even seeking Business partners are done through classified advertisements.

Announcements

Classified Announcement Advertisements are the most common category of classified ads following matrimonial ads. Most announcements are made by individuals, which include personal declarations such as Name Change, Address Change, Lost & Found, legal notifications, marriage notices etc. All these announcements are specifically published in the classified text format as they are mainly meant for personal or government references as a testimony to change in certain personal details of a resident of the country. These are crucial announcements and need to be based which can’t be done away with, therefore to save money, people pick the text format for such ads.

Public Notice and Tenders

Public notices and Tender ads are also a type of public announcement, wherein the public is notified about changes brought about by rules, regulations, contract requirements, laws or anything associated with the government. This ad category is generally published in the Classified Display format, as most newspapers do not facilitate publishing public notices or tender ads in the text format. Also, since such ads have a lot of information to fit into a simple run-on line ad, it is more reasonable to publish them under the display classified format.

EducationEducation Advertisement

Contrary to popular belief, education ads are not limited to admission notices which are more often seen in the display format. There are numerous education adverts that are published in the classified ad format. These classifieds include adverts for introducing or promoting Coaching Classes & Private Tutors. Coaching centres generally have the limited budget since they have a very limited number of students while private tutors are predominantly individuals, which is why they opt for the classified format.

Personal

Last but not the least, almost all personal messages are conveyed through classified newspaper advertisements. Be it birthday greetings, season’s greetings, anniversaries, personal achievements, announcements about pets and animals or simple letters to friends and folks, all are conveyed via classified ads. The only reason behind this is that these are individual ads and individuals cannot afford display ad charges.

It is quite evident that most advertisers who pick classified advertisements are either individuals or have budget constraints. It is for this purpose that the format of display classifieds was introduced as something that has the features of a display ad with certain limitations pertaining to cost and fits in the budget of most newspaper advertisers.

How are classified ads priced?

Classified advertisements constitute the main source of revenue for all newspapers across the world. They are larger in number and are published on a regular basis to fulfil some requirement or the other of individuals and small or medium businesses alike.Online Classified Ad in Newspaper

The reason they are referred to as classified advertisements is that they are classified into different categories and placed together in dedicated classified ad pages of a preferred newspaper. Different advertisements meant for different purposes are published under separate sections such as matrimonial, recruitment, change of name, lost and found, retail, services etc.

Now, these advertisements have a list of criteria associated with them, heading that list is the process of pricing these adverts. The pricing is conditioned by the type of classified advertisement that an advertiser chooses to publish. There are two types of classified advertisements, as mentioned in the previous lesson and the pricing for each type is different.

Let’s evaluate them in more minute details.

Pricing Criteria of Classifieds

Based on Words, lines and charactersText Classified Advertisement

Text advertisements are the simplest and most basic form of classified advertising. They include only words or characters or lines and the rates for each advertisement is primarily decided based on these conditions. Although the category, location and newspaper’s popularity are constant factors in deciding the rates for all kinds of newspaper advertisements, the number of words/lines/characters used in them is most essential in deciding the cost of a text classified.

  • Each classified text advertisement occupies only one column of the dedicated newspaper page.
  • The number of lines in the ad depends on the number of words used in each line of the ad matter.
  • Other factors affecting the price of classified text adverts are the enhancements which include ticks, background colours, screen borders and more and each additional enhancement comes at a premium, simply because they make the advert more prominent.

Whenever an advertisement is published, it is meant to gather relevant attention and these enhancements help gain enough attention.

Apart from these, there are certain categories that affect the cost of a classified text, for instance, a name change classified advert is way cheaper than a matrimonial advertisement, irrespective of the location. If the price for a Change of name advertisement of 5 lines in Times of India is Rs.700/- for Delhi, then for the same location a matrimonial ad in Times Matrimonial costs around Rs.3, 400/-

Based on Area
While moving on to the advanced classified ad type, one thing must be made clear that this ad type is published alongside text classifieds, though it is quite different from text ads. It is different in terms of measurement, pricing and even features.

Display classifieds are primarily priced based on the size of the advertisement, generally calculated in terms of per sq.cm unit. There are a few specifications which need to be followed in case of this ad format.

  • The size of the ad is determined by its Length or Height and width of the Column it occupies
  • The length and the width are calculated in centimetres
  • The width is multiplied by the length of the ad which provides a figure in per sq.cm unit
  • This is further multiplied by the rate provided by the publication for every sq.cm which in turn provides the exact cost of the advertisement

Lets take the help of an illustration, for instance, if the rate for a Recruitment classified display advertisement in Hindustan Times is around Rs. 226/- per sq.cm for Mumbai location and the ad specifications are 3 cm (long) and 6 cm (width), then the parameters of the ad would be 6 cm X 6 cm= 18 sq.cm. This, in turn, will be multiplied with the ad rates of Rs 226/-, which will give us 18 so.cm X Rs.226= Rs.4,068.Display Classified Ad

Column Occupied

Each Classified Display ad has certain space limitations but certain advantages have also been added to this ad type so that people with a restricted budget can take its help.

  • Display classifieds cannot occupy more than two columns on a newspaper page, which means that the ad cannot be wider than 6 cm.
  • If the width of the advert is more than this 6 cm, it does come not under the classified ad type but would rather go under display ad type and respective charges would be applicable on it
  • The minimum ad size of a classified display advertisement should be at least 3 cm (width) and 5 cm (length). This refers to a single column display classified ad and can include images, customised logos, headers and footers as well as personally designed ads
  • There is no maximum limit on the length of a classified display advert but the width is limited to 6 cm which makes it a double column advertisement.

In the case of display classified ads, there are no extra charges applicable on insertion of images or logos. But the charges do vary based on whether it is coloured ad or a black and white ad.

There is barely any need to specify the sub-category in the case of this ad format, for example, if a matrimonial advertisement needs to be published in Hindustan Times, the advertiser need not mention whether it is a ‘Wanted Groom’ or ‘Wanted Bride’ ad. The ad matter, images and other information provided in the ad are sufficient to attract the attention of relevant prospects.

Based on your budget you can pick any format which is also conditioned by the kind of attention you need for your advertisement. While text ads are more popular among matrimonial and individual announcement ads like the change of name, lost and found etc, display classifieds are more popular among small and medium businesses, local retail stores, public notices, tenders, obituaries etc.

What is the difference between Classified and Display Ads?

What is the most common format of newspaper advertisements that you see on a daily basis?

If this question is asked to those who are new to the world of newspaper advertising, they would be wondering for quite some time. Very few people beyond the world of media and advertising are aware of the formats in which different ads are printed or published. They are unaware of the pricing criteria, what all can be included in the different formats etc.

On a daily basis, we receive queries from newspaper advertisers, inquiring about the rate of a newspaper ad which needs to be published on the front page and comprises of about only 5-6 lines. This is in itself testifies that advertisers are often unaware of the type of ads that are published on front pages and those that are published in specific classified sections.

As an advertiser, one needs to be aware of the nuances and features associated with the different ad formats that are printed in newspapers in India. Below is a detailed description of the different ad types that are printed across various broadsheets and tabloids.

Types of Newspaper Ads

There are majorly two types of advertisements that publications print-Classified and Display. Each of these ad types has their own specific features and are tailored for different kinds of budgets that fit the requirement of the advertiser.

Classified Ad Type

The reason to begin with this ad type is that it is the most basic and cheapest mode of advertising in Newspapers. Classified ads are published in specific pages that are assigned only to such ads and are placed under separate categories.

There are two types of classified ads:

Classified Text- As the name suggests, text ads are basic run on line advertisements that include only words or text. Classified text ads can be priced based on the number of words, lines or characters that are used in an ad matter. If an advertiser is willing to spend slightly more on text ads to make them more prominent then they can even use ad enhancements. These enhancements are basically highlights that are added to help ad stand out among the rest of the text adverts. The highlights include the following options:

  • Tick– A tick is added at the beginning of the first line to make it more noticeable
  • Screen Border- The entire ad matter is outlined with a thin border to single it out from the rest of the text ads
  • Colour Highlights- Highlights the background consisting the text with the preferred colour
  • Bold and Underline- The selected section of the text or the entire ad matter can be underlined or printed in bold

In the case of text ads, the categories and subcategories need to be specific clearly to ensure that they are printed under the right heading in the classified pages.

For Instance, for a Matrimonial advertisement in Times of India, it is important to specify that the ad should be placed under ‘Wanted Groom’ or ‘Wanted Bride’ section to ensure relevant responses. Also, further classifications based on Caste, Community, Language and Profession can be added for a more refined matrimonial search through classified text ads.

Classified Display- Display classified ads are a more advanced version of classified ad type. This particular ad format is not limited to text or words or characters. It also has the scope of inserting images, company or brand logos, adding customised header, footer, body and border colour and also customised font style and size. These ads are quite prominent compared to classified text ads due to the format they follow. Classified Display ads are available in two sizes:

  • Single Column- Single column refers to ads that occupy only one news column in the classified pages which are about 3 centimetres in width.
  • Double Column-Double column ads are those which occupy 2 news columns in the classified pages which are around 6 centimetres wide.

A display classified ad cannot be wider than 6 cm as per the formats assigned by the publications and are published alongside the text classified ads. These ads are priced based on the space they occupy in the newspaper page and measured in per SQ. cm. unit. These ads are ideal for Obituary messages and even for Recruitment and Retail advertisers with a limited budget.

For instance, an Obituary Advertiser can add the image of the deceased person and add a message in the body of the ad, provide a heading such as ‘Besna’, ‘Chautha’ or ‘Remembrance’ and add the contact details with the address of the event or advertisers in the footer section. While a retail advertiser can put add a store logo along with images, customised header, footer and body colour and font.

Display Ad Type

Display ads are the most extravagant ad type in case of newspapers. They do not have any size or page limitation for the advertiser. Once the appropriate size is specified, the price of the ad can be determined as this ad type too is priced according to its size in the per sq.cm. unit.

Certain Facts about Display Ads:

  • Display advertisements can occupy a full page or be restricted to a quarter of an entire page or else be spread across half a page.
  • It can be published on any page based on the advertiser’s preference with additional charges for choosing the front, back or third page of any newspaper
  • Option for customising the look of the ad with choice of images, logos, header, footer and more is available
  • Ads designed by experts or individuals can also be published under this ad format
  • The minimum ad size should be at least 4 cm X 4cm

This specific ad format is most suitable for promotional and branding purposes for Businesses, Recruitment Drives, Real Estate Projects, Education and even major Retail chains.

For instance, if a jewellery store intends to promote its discounted prices for jewellery sets and other precious metals and gems during Diwali, then they can easily get their ad and logo designed by experts to make it creative and catchy. It should be run as long as the event runs and should also clearly state the contact details and venue of the event within the ad matter.

Such details help advertisers grab the attention of maximum readers and ensure substantial footfalls in their stores. So pick the ad type based on your budget and requirement keeping in mind the features associated with each ad type.

What are the Kinds of Advertisements?

Newspaper Advertisements are of different kinds. They fulfill different objectives catering to different budgets. The objectives have been evaluated in the previous lesson. Hence this lesson is in regards to the different kinds of newspaper advertisements crafted to suit different budgets.

We all have seen the different types of advertisements that are published on a regular basis in all newspapers. But most of us probably either wondered about the different types of ads that we saw or simply didn’t bother about it. Although for a newspaper advertiser, it is essential to comprehend the differences between the various formats of newspaper advertisements and how they condition your budget.

There are 3 types of ad formats that are available to advertisers and you can pick the one that seems most reasonable or apt for your objective. Also remember that the ad format you select will also determine the type of advertiser you are.

Types of Advertisers:

Classified TextNewspaper Classified Ads This is the most basic form of newspaper advertising and can be afforded by advertisers with any kind of budget. Text ads are priced as per the number of words or letters or lines it consumes. In addition to that you can make your ad more prominent with the help of ad enhancements which include ticks, background colour highlights, ad content borders and letter emboldening options. These ads cannot be published on just any page; they need to be published in only the assigned pages for classified advertisements in every newspaper. This kind of ad is published predominantly by individuals who need to fulfil personal requirements or those with a very limited budget.Name Change Ad on Newspaper

For Instance, a Change of Name advertisement is meant for official purposes so it need not occupy more than 5-6 lines or be too prominent. Therefore spending too much money on such ads would be a complete waste, which is why they are published in this ad format. Only a cut out of the ad is enough to get your work done.

Display Classified Ad

Classified Display-This ad format has more scope for implementing creative adverts. Though Display classifieds are also published only in the classified pages, they stand much more prominent than text ads. Images, logos and even contrasting headers and footers can be incorporated in these ads. CD ads are priced as per their size in terms of columns or sq.cm unit. But there are certain restrictions on sizes too as the ads cannot be smaller than 3 cm in width which measures up to 1 column of a newspaper and cannot be more than 6 cm in width which occupies about 2 columns. There are no notable restrictions on the length but they usually do not exceed the length of a vertically half page of a broadsheet. These ads are more expensive and creative than text ads but less expensive than Display ads.

Obituary and matrimonial advertisements quite often publish ads under this specific format as they can include images of the concerned individuals.

Display AdvertisementDisplay- This particular ad format can be seen all over the newspapers on different pages. Display ads too are priced based on their size and the newspaper page they are published on. These ads can occupy a quarter of a page, half a page and even a full page of a newspaper and cannot be less than 4 cm X 4 cm. Although the minimum size is subject to different newspapers, there are additional charges applicable for specific page preferences. A lot of advertisers even opt for the services of advertising agencies to get such ads designed and then get them published in the newspaper of their choice. These are usually big-budget ads and include creative images, expert designs, specially designed logos and taglines.

Display ads are ideal for Business ads, Recruitment and even Retail advertisements. Since these are the sectors that can afford the cost of display advertisements.

Newspapers keep into consideration all types of advertisers, from big to small, from business houses to individuals and from professional to personal. It has an ad format available for all kinds of budgets and does not disappoint any advertiser. Even the most expensive of Newspaper Display ads is more economical than many other electronic mediums of advertising.