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Will advertising rates for the Denver Post be going up?

Categories: Media

a drawing of dean singleton.jpg
Dean Singleton delivers.

During yesterday's press conference announcing the closing of the Rocky Mountain News, MediaNews Group boss Dean Singleton, whose firm owns the Denver Post, declared that the ad rates at his publication are "way below" the national average, but "they'll just have to stay that way" for now, due to the current economic climate. This remark suggested that rates wouldn't rise, and a letter from the Denver Newspaper Agency to advertisers confirms it -- sort of. Charges won't elevate "for most of our advertisers," the document notes. However, "Full-page ROP [Run Of Press] rates Mon.-Fri. will be slightly increased to reflect the increase in ad size in a broadsheet format."

Whether this bump will indeed be slight remains to be seen. At the press conference, Rich Boehne, CEO of E.W. Scripps, the Rocky's owner, acknowledged that the paper's tabloid format had been a detriment from a revenue standpoint, for reasons Singleton explained in "The Rocky Mountain News is Going Down," a feature article published shortly after the for-sale sign was put out for the paper in December. "Go get a paper, and you'll find 126 inches on a full-page ad in the Post and 56 inches on a full-page ad in the Rocky -- and the inch rate's the same," Singleton says. "It's mathematics, simple as that."

If that's true, the cost of a full-page ad in the Post would be more than double that in the Rocky. That doesn't mean the rates will immediately reflect such a change, since a hefty percentage of advertisers bought ads in both papers as part of package deals. But many observers believe the prices for placing a spot in the Post will ratchet northward soon and will continue to inch upward thereafter.

Click "Continue" to read the DNA letter.

Dear Advertiser,

On February 26, 2009, the Denver media market changed forever. E.W. Scripps announced the closing of the 150-year-old Rocky Mountain News. Friday, February 27th will be the last day of publication. Beginning Saturday, February 28th, only one major daily newspaper will serve the metro Denver market - The Denver Post. This is a sad day for Colorado, and a harsh reality of these difficult economic times. We want to assure you that your newspaper and online advertising investment will be protected and all current campaigns will be delivered.

As your advertising partner, we will ensure that your message continues to be delivered to Denver's largest and most responsive audience. All current daily Rocky Mountain News subscribers will now receive The Denver Post. Rocky Mountain News readers will continue to enjoy the same Sunday paper they have read for the last eight years - The Sunday Denver Post. Our audience will continue to be the largest of any medium in Colorado.

Denver has an outstanding history of newspaper readership. Our affluent population, the most educated in the country, are avid newspaper readers. To ensure this does not change, The Post pledges to leverage the diversity of voices that both Rocky and Post readers have come to know and love. In fact, many of your favorite columnists and reporters from the Rocky will be joining us here at The Post. We will continue to grow our strong readership base with a bigger, bolder Denver Post.

Advertising rates will not change for most of our advertisers. Saturday and Sunday ROP rates will remain the same. Full-page ROP rates Mon. - Fri. will be slightly increased to reflect the increase in ad size in a broadsheet format. Our publications YourHub.com, VIVA Colorado, and our classified products will not be impacted. Inserts and our Total Market Coverage (TMC) costs per thousand will not change.

Online, denverpost.com will continue to be the dominant web site in Colorado. In 2008, denverpost.com had a 44% increase in page views and a 31% increase in unique visitors! This means your online campaign will be implemented on time, with no change in price.

Your Denver Newspaper Agency advertising representative will be contacting you within the next 48 hours to answer any questions you may have. The media market is changing, but our commitment to providing our advertising partners with the best value and largest audience in Colorado is not.

Sincerely,

Dave Murphy

General Manager/Chief Revenue Officer


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