A.Rajamani, Assistant Professor of English, Hajee

Transcript:A.Rajamani, Assistant Professor of English, Hajee:
A.Rajamani, Assistant Professor of English, Hajee Karutha Rowther Howdia College, Uthamapalayam. The Advertising Department of a Newspaper Introduction While the circulation of a newspaper depends largely on the quality of the editorial matter and content, its advertising department provides the financial foundation for its progress and prosperity. Successful national newspapers devote anything between 40 - 60 percent of the total space for advertisements. Smaller newspapers also depend largely on their advertisement revenue to make both ends meet and carve out some profit. No newspaper can solely depend on circulation for its expenses. Thus, advertising represents the life blood of every newspaper. The success of a newspaper as a commercial concern is determined by the flow of advertising. Types of Advertising Advertisements in a newspaper can be classified as below: Classified Advertisements, Display Advertisements and Business Directory Classified Advertisements : They usually are a small insertions chargeable per word. Classified advertisements are sub-divided under headings like public appointments, situational vacant, situational wanted, matrimonial, educational, to let, business, property, court and company notices, tender notices, public notices, auction notices, etc. Display Advertisements : They usually cover products and are therefore mostly illustrated. They may cover all sorts of every-day life products like cosmetics, domestic items, kitchen ware, electronic goods, sanitary products, etc. Modern newspaper also nowadays having display advertisements for appointments under which big concerns issue their insertions when they need specialised staff, particularly senior executives. Business Directory: Newspapers are innovating new ways to attract advertisements. Some newspapers give industrial and consumer products under the heading of business directory. Classification of advertisements in a newspaper helps the readers to locate the advertisements of their need and the advertisers to select the right heading for putting in their insertions. Modern Typography One of the changes that has taken place in press advertising is reflected in use of a wider variety of type faces. These are mainly variations of the older faces but have been revived for their decorative virtue. Modern developments in type founding have been encouraged by the desire of the advertisement writer to find new media of artistic expression in typography. Copywriters and make-up men are making good use of the new types available. The advertisement artists are often the first to make the use of them by adopting them in the feature columns later on. Use Of Art In Advertisement Advertisements are now more illustrated than ever before. All sorts