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Ever had someone give you bad news? How about good news? What's the difference or is there a difference?
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Good news - stuff or information that makes us happy, content, reassured, secure and validated.
Bad news - the opposite.
So, it would appear that there grand is a difference between good and bad news - read on.
Have you ever gotten bad news but in the end things turned out well or better than you anticipated? Have you ever received good news and over time what you thought was good news ended up being not so good?
From personal experience I can tell you that I have experienced all four -
Good news that was good.
Bad news that was bad.
Good news that I thought was good but ended up being bad.
Bad news that I thought was bad and ended up being good.
Confused yet? Well I know that over time I was often confused about the difference between these two apparent opposite messages. But then I learned that sometimes bad news for one person can be perceived as good news for someone else and that good news to one person over time can be perceived as bad.
Confused? Let me explain.
In the end it's just news and what makes it bad or good or even neutral is not the news itself but how we perceive it, judge it, evaluate it or react because of it.
How can someone perceive bad news as good you might ask? Or the opposite, how could someone perceive good news as bad?
In brief - each of us has a unique history, experiences, beliefs and values and as a result none of us ever see the same thing or circumstance in the same way.
Someone who is a worrier, negative, pessimistic or impatient might see a delay as bad when another person who understands the concept of there are things we can control and there are things we can't control so why get all upset about something you can't control or if you can control it get busy.
In the end everything that happens - just happens and what we do is interpret it all based on our expectations, goals, needs or mindsets and all of these are unique for each of us.
Let me give you a couple of personal examples. And if you will consider the explanation even though you may not have had exactly the same circumstances, if you will think about it I'll be you can relate.
Prior to staring my speaking and training career I was a national sales manager for an international organization. Long story but the short side is I had an issue with my boss, the president and as a result he fired me. Bad news, right? Well that was all I needed to decide it was time to begin a career that has lasted over 40 years and has allowed me to see the world (25 countries to date) and work with some tremendous clients and audiences. So in the end this bad news was really good news.
Here's another quick one.
Years ago I proposed to my wife and she said yes. Good news right? (No judgments here please). Well over time after doing my best for more than fifteen years I decided that it was time to end it and why? Well, without the gruesome details, the relationship was gradually eroding my self-esteem, confidence and optimistic mindset and I decided that I didn't like who I was becoming in that relationship. We parted, amicably - but we parted. Good news as I was able - over time - to regain all I had lost - emotionally and spiritually.
We all have our stories and we all can create lists of good news and bad news we have received but in the end it's all just news.
During some of my corporate programs I share this simple concept - stop asking your employees for good news or bad news - just ask them for the news and then you decide which it is. Because their definition could be completely different than yours.
And vice versa - as an executive or manager don't broadcast - I have some good or bad news - just tell your employees you've got some news and let each of them interpret it as they see fit based on their personal viewpoints, attitudes, mindsets, experience, expectations and how it might impact them personally.
I want to make it clear here that I'm not talking about denial, surrender, acceptance or apathy - just the willingness to see that there may be another side of the story, one you may be missing because of your history, viewpoints, opinions, judgments etc.
Calculating and comparing newspaper advertising costs can quickly get complicated. Once you've tracked down a newspaper advertising rates card, you're then faced with the delightful challenge of making sense of it all. There's no "one size fits all" to make our lives easy. Instead, newspaper advertising costs depend on a number of factors, some of which you might find surprising. To answer the question, "How much does it cost?", the answer would be: "It all depends."
8 factors that affect newspaper advertising costs (within the one publication) are:
In this article, I'll discuss the 8 factors that determine newspaper advertising costs in Australia. I'll also provide an example of how much it would cost to place a display ad in The Courier Mail (a Queensland newspaper). As you'll see, newspaper advertising costs can quickly add up. If you're on a tight budget, as many of us are these days, knowing what most affects the cost, allows you to cut back where you can.
#1 Type of Ad - Display VS Classifieds VS Inserts
The first factor that decides the cost of a newspaper advertisement, is the type of ad. Most Australian newspapers offer a number of different types. Display advertisements appear throughout a newspaper, and may use colours, illustrations, photographs, or fancy lettering to attract the reader's attention. These provide a great deal of creative control over the content of the ad, without being limited to just text. They also aren't grouped according to classification, unlike classified ads. Display advertisements are typically charged at a rate per single column centimetre. In other words, the height in centimetres and width in columns determines the cost of the advertising space. On the other hand, classified ads are typically charged based on 'lineage' or per line.
Another form of advertising offered by most major newspapers are 'inserts' - separate advertisements that are placed inside the newspaper, and can have more than one page. Inserts are usually charged at a rate of per 1000 per number of pages. For the purposes of this article, we're going to limit our discussion to display advertisements.
#2 Size Matters
The second factor that contributes to the cost of newspaper advertising, is size. As mentioned above, display advertisements costs are calculated based on their height in centimetres, and width in columns. Most newspapers have their own standard sized advertising spaces, which your ad needs to fit into. Some newspapers offer non-standard sized spaces, such as a 'U' shaped ad around the edges of an open paper, but be prepared to pay a higher price for irregular sizes and shapes.
Let's look at the standard sizes available in The Courier Mail, as an example.
Here you can see that the cost of a standard size display ad can range from at least $2457.42 per day for a small page strip, and up to at least $15563.66 per day for a full page advertisement. That's an awful lot of money to invest in a single page, that will only be published on one day. Most of us simply don't have that kind of cash to throw around, so you'd really need to know what you were doing. This example demonstrates how much the size of a display advertisement affects the price.
#3 Day of the Week
The third factor that contributes to the cost of a newspaper advertisement is the day of the week on which the advertisement is published. Typically, newspaper circulation is greatest on the weekends, and so the advertising rates for major Australian newspapers are adjusted accordingly. In our example of The Courier Mail, the rates are cheaper on a weekday, more expensive on a Saturday, and most expensive on a Sunday. For the most basic display ads, Saturday ads are 25% dearer than Monday - Friday ads, and Sunday ads are almost 90% dearer than Monday - Friday ads.
This pattern may vary though, depending on the circulation of a particular publication. For instance, The Age is most expensive on a Saturday. To illustrate how much of a difference it makes - a small page strip ad in The Courier Mail on a weekday would be at least $2457.42, and the exact same ad run on a Sunday would be at least $4637.64.
#4 Different Sections or Lift-Outs
Most newspapers are divided into different sections and many have lift-outs - and this is the fourth factor that determines newspaper advertising costs. Different sections attract different readers and different volumes of readers, and so the advertising rates are adjusted to reflect this. For example, an advertisement placed in the CareerOne (Employment) lift-out in The Courier Mail, costs 2% more than the general section. The rates for CareerOne, also vary depending on the day of the week, as mentioned above. Some examples of other sections that may have different rates include: Adult Services, Funeral Notices, Real Estate, and Business.
#5 Page Position Within a Section
The next factor that can significantly affect the price of a newspaper ad, is the page number on which the ad appears, within a certain section. The most expensive part of the paper is typically the front section, which might include the first 10 or so pages, and is referred to as the "early general news" or EGN for short. In our example of The Courier Mail, page 2 in the EGN section attracts a 60% loading. Similarly, the first 11 pages have at least a 50% markup. This type of loading is common