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Procurement Market Intelligence Report

Newspaper Advertising
Sourcing Guide & Market Trends

Comprehensive intelligence for making smart purchasing decisions

Learn about actual and potential costs

How much should I pay for Newspaper Advertising?

What is the average price of Newspaper Advertising?

This procurement report includes pricing information to help you purchase Newspaper Advertising. Our analysts provide a benchmark price and a price range based on key pricing factors to help you understand what you should be paying for this specific product or service. To see the average price for this and hundreds of other products and services, subscribe to ProcurementIQ.

Has the price of Newspaper Advertising been rising or falling?

Analysts look at market data from the previous three years to determine an overall price trend. You can use the recent price trends to help you understand price volatility and plan your budget.

I’m not ready to purchase Newspaper Advertising yet. Will I pay more if I wait too long?

We forecast the next three years of price movements by looking at factors likely to affect the market's supply chain, such as inputs, demand and competition. You can then use the price forecast to figure out the best time to purchase.

What other costs are associated with purchasing Newspaper Advertising?

Our analysts calculate the total cost of ownership and assign a level of low, moderate or high, depending on things like customization, integration and installation. Use this information to budget for Newspaper Advertising with a reduced risk of unexpected costs.

See how we display average pricing information, trends and market data.

Find the vendor to meet your needs

Where can I purchase ?

The top four suppliers of newspaper advertising collectively earn slightly more than 30.0% of market revenue, reflecting a medium level of market concentration. The geographically targeted focus of many newspapers supports this concentration level. Although the market's biggest players are conglomerates that distribute their newspapers nationally, the majority of the... Subscribe to learn more.

Questions to ask potential suppliers

How can I gain leverage during negotiations?

Experience and Expertise

How long have you provided these products to your longest-tenured client?

What qualifications does your staff have and what measures do you take to keep those qualifications up to date?

What industry do you most commonly supply this product for?

To what extent will ordering multiple products from your firm allow me to save on costs?

What is your repeat business rate for businesses in my industry and how does that compare to your overall rates?

Supply Chain Risk

Over the past three years, what percentage of your revenue has been dedicated to raw input materials? How has that changed?

Has the availability of raw materials tightened due to the coronavirus outbreak?

Over the past three years, what percentage of your revenue has been dedicated to labor?

How have fluctuations in input prices affected the prices of your products during the past three years?

How do you mitigate sudden price increases in raw materials?

When input prices rise, how much of the cost is absorbed by you and how much is passed onto buyers?

How, if at all, has your supply chain been affected by import tariffs levied in 2018?


How do you manage regulatory change? Do you have regulation advisers or methods to track regulation?

How have changing regulations influenced your pricing now and how will the changes affect prices over the life our proposed agreement?

What ongoing training procedures do you provide for your staff?

Have you ever been found to be noncompliant with regulatory frameworks?

Amid widespread health concerns during the COVID-19 pandemic, what contingency plans are in place to mitigate risk to your clients and employees? Do you offer clients any flexible exceptions, such as contract suspensions?

Advertising Characteristics

What sections do you have available in which I can advertise?

What restrictions do you place on the content of the advertisements displayed in your newspaper?

What advertisements have you run that were similar to mine? How did they perform?

What processes do you have in place to alter or cancel advertisements before they have been printed?

Does your company provide other types of advertising, such as advertising in an online edition of the paper, that I can pair with my order? If so, can I earn a discount by bundling my order?

Publication Credentials

What is the distribution area for this newspaper?

How frequently is your newspaper published?

How many subscribers does your newspaper have?

What are the demographics of your newspaper's primary readers?

What is the average daily circulation of the newspaper? Weekend circulation?

What types of reports do you provide to clients about the publication's performance?

Has your newspaper received any accolades for its editorial content? If so, what were they?

Supplier Reliability

How long has your company published newspapers?

How many different newspapers does your company publish?

What proportion of your total revenue comes from newspaper advertising?

What is the long-term outlook for your company? Are you at risk of bankruptcy?

Has your company ever faced problems adhering to its publication schedule? If so, why, and how did you deal with it?

Quality Processes

What are your printing standards?

How do you ensure newspapers are properly delivered?

What measures do you have in place to verify advertisements are properly printed before distribution?

Have you ever experienced trouble with your print quality? If so, why, and how did you rectify the issue?

What types of compensation do you offer advertisers whose advertisements are improperly printed or delayed?

Market Forces

How does your company compete with other suppliers?

How does your newspaper perform compared to those published by other companies?

How does your company mitigate risk in its supply chain?

How does your company drive sales when the economy is growing?

What is your company doing to combat the negative impacts of the market's decline?

How will market consolidation impact your business? Are you at risk of being acquired?

Do you source materials with a high exposure to market disruptions resulting from the coronavirus? How are you coping with these disruptions?

How diversified is your supplier base for inputs? Do you source from multiple suppliers in different global regions?

Are you experiencing fluctuations in demand as a result of the coronavirus outbreak? What measures are you taking to handle increased or reduced demand?

Client Relations

What is the average retention rate among your clients?

Who are your top five clients and how long have they been your clients?

How diverse is your customer base? Do you serve buyers in different industries?

Have you ever received major complaints from a client? If so, how did you address their concerns?

Can you provide a list of clients that are willing to give references on your behalf?

By what means do you prefer to communicate, and how often do you communicate with your clients?

Amid widespread health concerns, what contingency plans are in place to mitigate the risk to your clients? Do you offer clients any flexible exceptions, such as contract suspensions?

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Key elements for every RFP

What should my RFP include?

Project Budget

Buyers should give a maximum appropriation for the advertising campaign.

Buyers should list any other costs for which vendors are responsible.

Selection Criteria

Buyers should evaluate the extent to which the ad space meets their needs.

Buyers should evaluate if the newspaper's reach and demographics align with their needs.

Buyers should evaluate vendors based on their cost proposal.

Buyers should evaluate references from vendors' previous clients.

For other selection criteria requirements, buyers should reference the Buying-Decision Scorecard section of this report.

Project Schedule

Buyers should include the date when proposals are due and any other relevant dates (e.g. interviews or presentations) prior to the contract award.

Buyers should include the date services should begin, and any options for renewal of services.

Evaluate major factors to mitigate risk

How risky is the supply chain?

Moderate risk typifies the supply chains of newspaper advertising providers. Paper mills and ink manufacturers are the riskiest upstream suppliers due to the decline of their industries. For these suppliers, the decline life cycle stage has weakened the demand for their products, making it difficult for them to maintain the... Subscribe to learn more.