Print advertising is still popular, but can be expensive due to factors such as paper thickness, color choices, and the number of prints ordered. Bulk ordering and early ordering can reduce costs. Ink color is less of a factor than it used to be.
Print advertising — such as newspaper ads, flyers, and brochures — remains one of the most popular advertising methods, despite the advertising avenues opened up by new technologies, but the cost of print advertising can make it difficult for some new companies to market. Paper is a major factor affecting the cost of print advertising, because thicker paper costs more than thin paper. Color choices, whether full color or black and white, will also determine how much a business has to pay for print ads. Bulk ordering generally reduces printing costs, as printing companies will charge less per print once the equipment has been set up for a particular job. Turnaround times are also a consideration for many printing companies, and some add up to expedited service.
When a company commissions a job from a print company, one of the first decisions the company has to make is paper. There are different types of paper: glossy, matte, colored, flat, matte, photo and paper, among others. In general, thicker paper with coatings, such as a gloss coating, will cost more than thin paper with no coating; at the same time, even the thickest paper is a higher quality paper and may be worth the extra cost. The amount of paper used or the size of the print will also be a factor in the cost of print advertising.
Ink is the second factor influencing the cost of print advertising. In the past, the amount of colors used affected the price – a red and green print would cost less than a red, green and blue print, for example – but this is rarely considered in 2011. What is a consideration whether the print is color or black and white. Color print ads cost more, but are generally more visually striking than black-and-white print ads.
The number of prints ordered affects the cost of print advertising, as many print companies offer bulk order discounts. If one company orders 100 prints and another company orders 1,000, the company ordering 1,000 will pay less per print than the company ordering 100. This is because, with higher order numbers, the printing company can afford to lower the price per print and still make a profit. Unless the company changes its advertising designs on a regular basis, companies are suggested to place bulk orders.
Some printing companies will charge an extra fee for expedited turnaround times, while other printing companies will finish jobs on a first-come, first-served basis. With the former, the printing company will charge an additional fee to get the job done a few days earlier, so the advertising business can get its marketing materials sooner. To avoid the need for additional turnaround charges, it is advisable for the company to order prints as early as possible to reduce the cost of print advertising.
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