Rate Cards report: Newspapers missing untapped revenues

The third edition of 'Re-Building Advertising Revenues with New Concepts in Rate Cards' is now available.The report says many newspapers are missing untapped revenues because their rate cards and pricing practices are out of date.Leonard Kubas, the author of the report,...

The third edition of ‘Re-Building Advertising Revenues with New Concepts in Rate Cards’ is now available.

The report says many newspapers are missing untapped revenues because their rate cards and pricing practices are out of date.

Leonard Kubas, the author of the report, says this year’s edition has been completely rewritten and ‘significantly’ upgraded.

Kubas says the 1994 report contains more specific information on how newspaper proprietors can improve profits.

Kubas is the director of The Newspaper Research Center in Toronto, a division of Kubas Consultants.

He says the 1994 edition is easy to follow, adding, its modular format explains rate card theory and practice, rate card selling and marketing, and such rate topics as classified and pre-print pricing.

The report says newspapers must introduce a discount structure on total spending with one newspaper, a structure that includes display and classified space, color, positioning, flyer delivery, special creative and other services.

Would benefit

It also says newspapers and advertisers would benefit if rates were unbundled – charge separately for space and detail any creative or production charges by themselves, it recommends.

One of the report’s two all new chapters advises newspapers how to compete against the aggressive tactics now being used by other media.

Kubas says the 328-page report costs US$495 south of the border and $495 in Canada.

He says sales of the report in the u.s. outperform sales here 15 to 1.

The report is available from the Newspaper Research Center.