If the goal of advertising is to get noticed, then a premium position for your press advert is often the holy grail. Many businesses assume you need to have a big brand and deep pockets to get your message in an unmissable location. However, this isn’t necessarily the case and engaging a media agency who really know their stuff can pay off.
Can premium advertising positions work for every business?
Premium positions are popular, and for good reason. By putting your advert in a high profile, high traffic position you naturally attract more attention. And more attention = more action.
Publishers aren’t daft, they know a product with high value and price it accordingly. So far, so obvious but what often flies under the radar is that advertisers with creative, agile and tenacious agencies can take advantage of these positions at a rate that works for smaller budgets that demand accountability.
Most of our clients need to see a clear return on their advertising spend. It’s generally the case that quoted rates for a premium position don’t stack up for a business focused on direct response advertising. Unless space that is twice the cost generates twice the response, it’s just not worth it. This is why we are constantly looking for value and often find it on the short term market.
How can advertisers book premium positions without blowing the budget?
Firstly, flexibility is key. If your heart is set on the front page strip in the Daily Telegraph on Shrove Tuesday, you’ll need to pay big bucks to make that happen. When you are open to where and when you run, you’ll get more options and better value.
It also helps to be broadminded. The front cover strip may be out of reach right now so how about a 25 x 4 solus on the outside back cover? If page three is a no-go, maybe consider a spot on the TV listings page. By adjusting your wish-list you can grab a premium advert position that works for your messaging and your budget.
You also need to be nimble. These advertising sites are popular and command a price premium, publishers will almost always wait until the last possible minute before dropping the rate. You need to be able to make a decision and be able to turn artwork around at very short notice.
We’re always striving to deliver campaigns with superior value
The crux of it is, yes there are premium advertising positions available at reasonable prices that work for both smaller budgets and direct response advertisers but you need to put a bit of effort in to make that happen. That’s where we come in.
It’s our mission to deliver high quality campaigns that deliver both sales and value for money. In our experience, almost any advertiser can use premium positioning to their advantage, regardless of budget restrictions.
We work with publications and brands to produce campaigns that get noticed and drive cost effective responses. The media department get the deals, premium positions at fantastic rates and our studio team are magicians when it comes to adapting copy for any size or shape advert. The result? Brilliant value media space and creative that inspires and motivates, a winning combination!
Read more about our press advertising services here or get in touch to find out how we can help your business thrive in 2026.