Cost of print advertising greatly varies depending on the publication, circulation, number of insertions. Also the channels are important to analyze.
Newspaper: Advertisers can buy different sizes of advertising space, from small classified ads with text only, to display ads featuring text, photographs, illustrations and graphics in sizes up to a full page or even a double-page spread.
Magazines: Magazines offer advertisers extensive choices of readership and frequency. Consumer magazines cover a wide range of interests, including sport, hobbies, fashion, health, current affairs and local topics. Many business and trade magazines provide coverage of specific industries, such as finance or electronics. Others cover cross-industry topics, such as communications or human resources, while still others focus on job-specific areas, such as publications for executives, marketing professionals or engineers.
Billboards and Posters: Advertising on billboards and posters gives advertisers the opportunity to reach consumers on the move. Putting posters in retail malls, for example, helps advertisers reach consumers close to the point of purchase. Posters or billboards in train stations, airports or busy town centers have the potential to reach large groups of consumers. Advertisers can change the messages on billboards and posters at a frequency of their choice.
Print Media Selection: Print media advertising offers advertisers the opportunity to target different readerships, with advertising costs based on circulation and nature of the readership. Advertisers and their agencies compare the costs of reaching their target audience using circulation figures and readership research from individual media or industry groups, such as the Association of Magazine Media or the National Newspaper Association.
Why is this important?
These days, you will hear the term "print is dead" by so many experts in the advertising and marketing fields. While it's true that a lot of traditional communication materials are going digital, print is far from done. Just take a look at the magazine section in your supermarket, or how many books are sold on Amazon every day. Print is still very much alive; you just have to know how to utilize it, and get the most bang for your buck.
Print media advertising is a form of advertising that uses physically printed media, such as magazines and newspapers, to reach consumers, business customers and prospects. Advertisers also use digital media, such as banner ads, mobile advertising, and advertising in social media, to reach the same target audiences. The proliferation of digital media has led to a decline in advertising expenditure in traditional print media. Advertising revenue for national newspapers, for example, fell from $7,653 million in 2000 to $3,777 million in 2011, according to the Newspaper Association of America
But it is still an effective way to advertise especially for local small businesses or to increase their brand awareness.