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Newspaper Insert Guidelines

(A special thanks to Bill Rogers and the Hendersonville [Tennessee] Noon Sertoma Club for
recommended guidelines for a tried and true club fundraiser!! And, to Sertoman Austin Farley for his
professional recommendations!!)

For a sample insert, please see your SERTOMA SAFEEARS! CD that accompanied the SAFEEARS!
Manual, or e-mail infosertoma@sertoma.org.

• Two reasons for the newspaper insert: awareness and a club fundraiser.
• The Henderson Noon Sertoma Club generally sells $12,000-$15,000 in advertising and realizes
about 30 percent of that with their 28-page insert, which benefits the club’s fundraising revenue by
$4500-$5000. Additionally, the increased awareness for your club and Sertoma is a very
important intangible benefit.
• Speak with the editor, education editor, advertising director or special projects manager of your local
newspaper(s) a minimum of eight weeks in advance, and get a special discounted ad price (30
percent usually – each club must work its own deal with the local newspaper). Lead time in excess of
eight weeks is suggested, as the newspaper(s) may have another ad campaign scheduled for abut
the same time – the potential advertiser may have a problem justifying additional advertising expense
close together.
• Ensure the club knows the exact costs, including overruns (often no charge) for club use; advertising
deadlines; and exactly what assistance the newspaper advertising staff will provide.
• Provide to the newspaper the newspaper insert Word documents from the Headquarters CD, and
supply info to your newspaper about your club for page two (inside cover). Feel free to submit your
club news, such as a Sertoman of the Year photo and write-up or the photo and caption of a check
presentation you’ve made, in other places throughout the publication. Or, revise the Word documents
according to your needs. Note: the newspaper will design the pages with your club news, photos and
the ads provided, and they will fax proofs to large space advertisers prior to the deadline.
• Works better in smaller communities of 50,000 or less, or in a suburban city of a major city. The
“friendliness” of the newspaper people probably will be directly proportional to the size of the paper.
Larger papers aren’t always interested in discounting.
• If the large papers don’t want to do anything in the entire paper, ask if it has “zoned” editions
(suburban or outlying areas) for the possibility of using the insert in those editions.
• Partnering with another club(s) in your community or county for increased manpower and awareness
could be beneficial. The other newspapers in a county could run the insert as well, and partnering
could increase the number of pages of the insert (decreased ad rates).
• A newspaper insert would be justifiable with a minimum of eight pages. Of course, we believe we
could sell more than that easily. For the tabloid size, the newspaper will talk in terms of four-page
increments.
• Ask about color (four-color and spot color). Will ads with color be sold? How much additional? What
are the mechanical requirements of the paper for color ads? Color affects how many pages can be
run, location of ads, etc. Selling a spot color back cover ad pays for the front cover.
• One return on investment for the newspaper is community goodwill, plus the newspaper does not
assume the risk of collecting debts owed. Far less than normal return on investments in revenues is
possible because the newspaper’s sales staff, news staff and line managers are, except for a few
people, bypassed in producing the newspaper insert.
• The club will need to establish credit or pay in full prior to printing.
• Sell business card size, 1/8,1/4, 1/2 and full-page ads at discounted prices the companies can only
realize through the Sertoma club.
• Collect for ads while you’re at the location selling the ads.
• Forward ads sold each week to the newspaper to avoid production bottlenecks.

Suggested Advertisers
Sertoman businesses, politicians, members of Congress, legislators, realtors, attorneys,
restaurants/clubs, medical centers/hospitals, doctors, dentists, veterinarians, optometrists, funeral homes,
hair salons, speech and hearing clinics/associations, colleges, CPAs, insurance companies, security
companies, stock brokers, apartment and office space property companies, banks, roofers, car, boat and
motorcycle dealerships, politicians, video stores, lenders, retail stores, florists, convenience stores, auto
repair and body shops, pool, patio and spa companies, YWCAs and other nonprofits, wrecker services,
drug stores, printers, trophy shops, lawn care services, cleaners, cabinet and specialty shops, pest
control companies, carpet stores, glass repair shops, chimney sweeps, jewelry stores, donut shops,
company employees (bank VP, bank service manager, etc.), wholesale clubs, air conditioning and heating
companies, contractors, golf courses, individual contributors, club members, your own club ad for an
upcoming event… Decide whether it is appropriate in your community to pursue beer or liquor ads, as
these may cause potential advertisers to reject the idea of buying an ad with this association.

Suggested Ad Rates
Ad rates will vary according to your agreement with your local newspaper(s), its circulation and the
number of anticipated pages. Your newspaper can guide you. Small ads are your friends. They bring in
more money per page, but require more sales calls to be made and more merchants sold. Eighteen
business card-sized ads fit on a page of the standard four-column tabloid format. See the attached
Sertoma Ad Flyer for an example of an ad sales piece, and adapt for your club after you’ve determined
the prices per ad size.

Sample Schedule of Events


The larger the profits a club wants to achieve, the more ads that must be sold. More ads means longer
lead time to sell.

8 weeks (minimum) prior to printing Meet with newspaper to iron out all details. Take the Sertoma
Newspaper Insert PDFs with you. Have your ad flyer designed
and printed by the paper (should be at no charge).

6-8 weeks prior Distribute ad flyer to members to begin selling.

4 weeks prior If you haven’t already submitted, provide your club news and
photos to the newspaper. 25% of ads to newspaper.

3 weeks prior 50% of ads in.

2 weeks prior 80% of ads in.

1 week prior 100% of ads in. Ads/news and total pages agreed upon. Club
knows total payment due to newspaper and potential profit once
all outstanding invoices are paid by advertisers.

TBD Final proofing at newspaper. Treasurer provides check.

D-Day Published in target newpaper(s).

Sample Procedures
• Appoint one member as news coordinator to provide club news in the Newspaper Insert on page two
and other pages, as appropriate.
• Appoint one member as advertising coordinator. This person will check all insertion orders, see that
all materials are included and check for mistakes or illegible writing in the ad, correcting as needed.
Do not rely on spell check; actually pull proofs and read the ads for accuracy. This person keeps a
running logbook of ads (sizes, amount received, etc.) and forwards payments to the club treasurer.
This person delivers ads sold to the newspaper at least once a week during the sales period and
approves the Ad Flyer created for your use in selling ads.
• Club treasurer enters all monies from advertising and checks to ensure the amount is correct for the
ad size sold. The treasurer is responsible for invoicing and collecting monies from accounts that
demand an invoice rather than paying in advance. The treasurer will see that a check is delivered to
the newspaper prior to printing for the entire sum owed to the newspaper.
• The club will appoint a project chairperson (usually the current president) to oversee all project
operations. This person will determine final pages, ad/news ratio and potential project based on
actual sales. This person will set the prices for ads charged by the organization and troubleshoot the
entire process, along with the newspaper publisher.

What the Newspaper Does


• Assists in planning the project: pricing for ads, cost analysis of printing and distributing, furnishing
examples of similar projects, establishing a schedule of events/deadlines, designing a sales Ad Flyer
(see attached sample on the CD). Note: ask whether the newspaper will print the Ad Flyers, or
whether the club will need to print them.
• Composes all ads.
• Schedules on press.
• Composes all news space (stories and photos).
• Designs front cover with chairperson.
• Inserts into newspapers used.
• Coordinates final proofing with key project member.
• Provides overruns for the club’s private use.
• Gives receipt to the treasurer once payment is received.
• Prints on press.
• Distributes in the newspaper(s) used.

Suggested Ad Sales Techniques


• Have a training session, led by someone from the paper’s ad department, for the club members who
will be selling the ads – the answer to an untrained “Do you want to buy an ad from Sertoma?” can
too quickly be “no.”
• The newspaper ad department probably could also provide a sample ad to take when calling on a
prospect. This prospect may have never advertised, or may rely on his/her regular ad salesperson to
provide examples or suggestions on what makes a good ad.
• Explain what Sertoma is about and what sponsorships your club supports in your community.
• Explain that the insert will be used for two reasons: a club fundraiser and raising awareness of noise-
induced hearing loss, following Sertoma’s mission to assist people with communicative disorders.
• As Sertoma gives to the community, the advertiser will in turn be giving to the community.
• Explain that the insert will be in a subscription newspaper (and possibly in a Friday edition, depending
on your agreement with the paper), rather than in a free flyer that may be picked up somewhere.
• Provide newspaper circulation figures.
• Urge the advertisers to upgrade their ad sizes in order to be more readily noticed.
• Generally, do not sell advertising based on the location of the ad. If you do decide to sell location, put
the price at a premium.
• Push for the advertiser to have camera-ready ads which reduce errors in copy while saving everyone
time (which means money).
• Ask the ad department to download on a disc the entire section and particularly the ads that ran.
Then, next year, you can go back to the advertisers, show them what they ran the previous year and,
hopefully, make an easy repeat sale or convince them to buy a larger ad for the current year. Even
though you will have overruns, the disc is helpful for your archival purposes but, more importantly, so
that you’ll have the camera-ready ad and hard to find logos.

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