The only certainty is uncertainty and the only guarantee is that there are no guarantees…

 

In the advertising environment you have to be able to substantiate every word you say and if you don’t then you can’t get your ad onto the TV screens.  If you run a press ad and even if just one person questions your claims or disagrees with what you say, the likelihood is that you will have to change your ad. 

So, here at AJ, we are finding it increasingly frustrating that the people running our country seem to have no such requirements to adhere to.  We’re days away from the due date to leave the EU and nobody seems any the wiser.  The ‘brightest minds in the country’ still can’t tell us what the consequences of leaving will be, either with a deal or without one – and the various parties can’t even agree among themselves.

So, what does it all mean?  Well, it’s a great time to be advertising in National Press! People are consuming more news now than ever, with many reading a wider variety of titles to get a fuller perspective on the range of thoughts and opinions out there – and so get closer to the truth.

If you can make your advertising budget stretch a little further – and have the flexibility to make things happen quickly – you should be able to see some positives out of this negative time.

Let’s get on with discovering what life is like outside of the EU and see what happens, surely it can only be better than this? And in the meantime, make the most of it while you can and if we can help you do so, all the better!

When does it pay to go prime?

Our client, David Salisbury, in prime position on the front page October 3rd 2019

We are often asked about pricing for Display and we have lots of clients who love the idea of Display and have tested it over the years but in the majority of cases the Classified sections deliver the best results in terms of cost per response. 

At AJ we are totally focussed on delivering the most efficient media schedule and therefore 75% of our ads run in Classified sections, albeit with many of the ads running facing or under matter as we negotiate hard on this.  However, you will always miss a proportion of the readership in these sections so it is a balance and you need to know exactly when the offer of a short term Display site will stack up.

Our client, Harrington & Byrne in prime position on the back page of the Telegraph 3rd October 2019

For example, Times Pages in Display are 250% more expensive than Classified and you could be just pages ahead – this will never give you a better result.  Daily Telegraph front page and back page solus sites are 100% more expensive than a 25 x 4 in the Saturday section – so this absolutely does.  The ads look great, punch way above their weight and they are amazing value: win, win. Which is why on one of the biggest news days in the last few weeks, the day after Boris’s so called announcements, we had not only the front page, but the back page too.

So if your schedule lacks some smart buying, or you have the desire for a bit more brand exposure – but you still need results  – then give us a call.