I often get asked about running my Ultimate Chiropractic Ads as inserts in the newspaper, as opposed to a space ad inside the paper. Many chiropractors have never tried inserts and are quite surprised at the return on investment they can get.
If you’re using my ads, I strongly recommend testing inserts for your zipcode at least once. (Of course you can try inserts even if you don’t have my ads, but I can’t promise you’ll get good results.) If your ad cost to run in the main section of the paper is going to be above $1,500 or $2,000, you should try inserts as your first three runs.
If you’re running in a major metro city paper, inserts would be better to start with because you can just run in the zip codes for your area.
For example, if you were out on the edge of a big city, like in a small suburb, you’re not going to have that many subscribers in some areas for the major paper. In this case you should run inserts for your zip code instead of paying full price to run in Section A, the news section. Running inserts in a large city paper is a very good thing when looking at your overall marketing plan. It can give you a lot of options and multiple places to run your ad.
You could run a half-page ad in the small, local paper, and then inserts in the big city paper for your area. This allows you to run basically two different ads in the same exact area in two different papers.
With my ad kit you have plenty of ads to rotate and run, and although it’s possible, don’t just build your practice on one ad.
Typically inserts will be a little bit more expensive than running a half-page, a full-page, or a quarter-page ad, but many times inserts will produce better results.
There are different reasons for this, not that it really matters, because the fact that you get a better result is good enough.
But in case you’re curious, let’s look at what advantages inserts offer:
- people can hang on to it longer, putting it on the refrigerator for example,
- the insert’s easier to handle and read
- inserts fall out of the paper, so prospects are more likely to notice it
- it looks a different color than the “gray” newspaper
- inserts are a different size
- inserts stand out from the rest of the paper
All of these factors have an effect on the insert’s higher response over a “display” or space ad. One of the major benefits of an insert is that it’s not right next to any other ad. You don’t have to worry about losing the person’s attention. It’s not mixed in with other articles either, so they can’t really skip over it.
Many newspapers will allow you to bring already printed inserts to their facilities, and they will charge you what’s called an insert fee. There are two fees sometimes quoted regarding inserts: a printing fee and an insertion fee. The insertion fees is where someone actually is putting an insert into each of the papers before they go out in the morning.
In my experience, the insert fee usually the bigger expense. For most papers it’s more cost effective to have the newspaper print the inserts, as opposed to taking them to your own printer. You will have to shop around with your local printers and compare prices to determine which route is best for you.
I know for one of the major big city papers that I ran in, the insert fee was about 70% to 80% of the total cost that they quoted me. Which meant it wasn’t likely I would save much by printing the inserts myself.
But I would shop around and at least find out.
I compared it to the option of paying a local printer, then driving the inserts over to the newspaper’s facility, and paying the insert fee.
It was going to cost me double the price to do it this way! So I decided to just let the newspaper handle everything.
Sometimes newspapers will even have specials on inserts. That’s something you’ll want to ask your ad rep about. If they’re trying to get more inserts into the paper or they’re trying to get new business, the ad rep will give you a special discount.