The average newspaper ad cost in 2025 is $680.73 for a one-column-inch black-and-white print ad. However, costs increase for larger ads, like a full-page, full-color ad, and will depend on the publication in which you’re running your ad. A smaller local newspaper will have a far smaller ad cost than, say, the New York Times, which has a nationwide readership. Meanwhile, online publications operate on a cost-per-click (CPC) basis and hover anywhere between 5 cents and $3 per click, depending on how many visitors the publication gets.
The other factors affecting your ad costs are how long your campaign will run, the section of the newspaper it’ll appear in, and certain seasonal fluctuations like holidays or election seasons.
Generally, newspaper advertisement costs can be on the higher end of advertising, but they’re also a good option for getting credibility, more than online ads, and for reaching a more specific, engaged audience, as opposed to a mass one.
Newspaper ad cost for print publications
As mentioned, the average print newspaper advertisement cost for a one-inch column, black-and-white ad in a major publication is $680.73. However, this varies with each publication. Advertising in a national newspaper can have a starting price of well over $1,000. Meanwhile, a paper that only circulates in your city can cost only a few hundred dollars.
Newspaper | Estimated advertising cost (1-column-inch, black-and-white ad) | Average number of readers |
|---|---|---|
Wall Street Journal | $1,576 | 2.62 million |
New York Times | $1,196 | 1.12 million |
New York Post | $711 | 724,000 |
Washington Post | $807 | 699,000 |
USA Today | $861 | 2.28 million |
Los Angeles Times | $865 | 815,000 |
Star Tribune | $303 | 345,000 |
Newsday | $710 | 398,000 |
Chicago Tribune | $755 | 566,000 |
Seattle Times | $365 | 219,000 |
Honolulu Star-Advertiser | $68 | 65,000 |
Tampa Bay Times (Tampa Tribune) | $21 | 20,000 |
Boston Globe | $577 | 382,000 |
Dallas Morning News | $783 | 411,000 |
San Francisco Chronicle | $613 | 386,000 |
*All data are taken from Gaebler, a third-party media purchasing outlet.
EIN Presswire is, generally, my number one recommendation for a press release service for small businesses looking for an alternative to newspaper ads. It has one of the widest coverages, with connections to over 3,900 media outlets and online news aggregators like Google News. It also allows same-day and scheduled press release sending.
Newspaper ad cost for online publications
Online publications are another option for newspaper advertising, and they’re often less costly and easier to set up. This is primarily because they don’t require ink, paper, and printing costs. Online newspaper ad prices are pretty much the same as other online ads — they’re structured on a CPC basis, meaning you’ll only pay for each click your ad gets.
However, that also means they don’t have a set price structure. Your newspaper advertisement cost will depend on the online ad market, which in turn depends on your ad’s competitors, daily budget, and the number of visitors each publication’s website gets.
A national news publication like the New York Times (nytimes.com), for example, can have over 500 million visitors, while a finance-centered one like Yahoo Finance (finance.yahoo.com) has less than 200 million. Overall, you can expect online advertising to cost between 5 cents and $3 per click, depending on the publication’s monthly visitors.
Online publication | Number of visitors as of April 2025 |
|---|---|
nytimes.com | 479.3 million |
cnn.com | 352.3 million352.3 million |
foxnews.com | 248.4 million |
msn.com | 184.9 million |
finance.yahoo.com | 156 million |
Source: Press Gazette
The two newspaper ad price structures
Newspaper advertisements have two cost structures: price per column inch and modular pricing. This is because with newspaper ads, you’re primarily paying for the space you’ll take up on the newspaper’s page.
The bigger your ad, the more you’ll pay. However, some publications charge a flat fee per square inch of space, while others have set prices for different ad sizes, such as half-page or full-page ads. That’s the main difference between the two types.
- Price per column inch: A column inch is a unit of ad space, meaning a one-inch height by a one-column width. So, for example, if a newspaper charges an ad price of $5 per column inch, an ad measuring four inches and two columns would cost $40. This is calculated by 4 inches × 2 columns = 8 column inches × $5 per column inch = $40.
- Modular pricing: With this type of pricing, newspapers charge based on set modules, such as full-page, half-page, quarter-page, and eighth-page. Although the modules can also be described in column inches, they are easier to understand as set shapes or sizes.
Newspaper ads are priced according to the size they take up on the page.
Factors affecting newspaper ad costs
Like any other advertising platform, newspaper advertisement costs are affected by factors in the print ad market. These have remained largely unchanged through the years, even if there are fewer print publications now than before the digital age.
The biggest factor influencing costs is still the publication’s circulation (aka how many people read it), the size of your ad, and how long it’ll run.
- Circulation: The wider the circulation (the number of subscribers to print editions, online viewers for digital newspapers, email distribution, and so on), the higher the ad cost, because more people will see your ad. However, some publications list their readership size instead of circulation, on the assumption that several members of each household will read the paper. A national newspaper will have a higher average ad cost than a local niche-interest one.
- Size/color of the ad: The bigger the ad, the more it will cost. You may also pay more if you want your ad to run in color vs black and white.
- How long your ad runs: If you run your ad multiple times, you will pay more overall, but your cost-per-ad will usually be discounted. Many newspapers offer deals that scale with the number of runs you purchase.
- Day of the week/section of the paper: Expect to pay the most for an ad that runs on Sunday. You will also pay more if you have your ad in the main section of the newspaper instead of the sports or travel section. Likewise, advertising on high-traffic online newspaper landing pages will usually cost more.
- Seasonal fluctuations: Certain seasons, like the holidays or elections, can cause spikes in newspaper advertising costs because these are times when people tend to read the news more, and cause the ad market to be more crowded.
How to get a discount on newspaper ad costsThe largest variables affecting newspaper ad costs are the publications you choose and the audiences you can reach. However, there are a few industry tricks you can use to lower your newspaper advertising costs, and sometimes that’s as simple as asking for discounts for other advertising offers.
- Advertise multiple times: The number of times you advertise in a newspaper may change how much you pay per column inch. These discounts should be listed in the newspaper’s rate card and can be broken down by the amount you spend or the number of column inches you purchase annually.
- Ask for discounts: Introductory rates are often available for new advertisers. You can also ask to feature your ad in a seasonal or special insert for lower-than-average rates. Sometimes, newspapers offer a remnant space rate that can be discounted off the list price.
- Try local publications: If your business primarily caters to your local community, advertising in local or regional newspapers may yield better results at a lower cost than national publications. Plus, it also gives you a more targeted audience and less competition from bigger brands. To find local papers, visit the United States Newspaper Listing (USNPL).
Is newspaper advertising worth it in 2025? Pros & cons and best alternatives
I wouldn’t blame you at all if you asked yourself if newspaper advertising is still worth it in 2025, in a time where print publications are seemingly in decline. But the truth is that print publications are seen as more trustworthy now. A 2023 study even found that audiences remember print ads more than digital ones.
And yes, newspapers and magazines are still very much around, and the prevalence of online media has given them a greater weight of credibility, even if they don’t have as wide a reach. But on the flip side, specifically with niche, interest-specific publications, you get a more engaged and captive audience.
A local real estate agency, for example, will likely get more leads with a local newspaper ad than with a Google Ad, because a newspaper will specifically reach a local community. These are the types of businesses that suit newspaper advertising well — local services like real estate and law offices, or businesses with a physical location like restaurants.
Newspaper ads are also best for building brand credibility and getting local leads, more than directly generating sales.
However, as with all small business advertising, newspaper advertising also has its drawbacks. For one, it has a significantly higher starting cost compared to online ads, and, as mentioned, you don’t get as many eyeballs despite the costs.
| Newspaper advertising pros | Newspaper advertising cons |
|---|---|
| Newspapers reach a large local audience. | The number of newspaper readers is steadily decreasing every year. |
| Newspapers target audiences based on broad interests. | There is no concrete way to measure campaign performance. |
| Newspaper ads have more engaged audiences than digital ads. | You may have to compete with bigger brands, making it difficult to stand out. |
| Audiences see newspaper ads as more trustworthy than digital ads. | They’re not as affordable as digital ads. |
While you decide whether the pros outweigh the cons, consider these newspaper advertising statistics.
- Newspapers reach a large audience. They have a total daily circulation of 20.9 million for weekday and Sunday papers.
- 82% of customers trust print ads the most when making purchase decisions. In a digitally saturated world, print media still holds the most credibility (i.e., there are fewer concerns over privacy, data leaks, or false advertising with print).
- 31% of Americans get their daily news from local print newspapers, meaning there’s still an opportunity to reach a substantial, engaged audience with your print ads.
- While newspapers have a large circulation, their readership tends to skew mostly toward older generations. In 2024, the majority of people (35%) who followed local news closely were aged 65 and above. Meanwhile, only 9% who said the same were below 29 years old. When considering print ads, make sure they’re the best match for your target audience. Otherwise, consider other ad formats, like digital or broadcast.
- Studies find that print ads have a 78% recall rate, 48 points higher than digital ads. This means people will more likely remember your ad if they see it in print than on a screen.
Something to consider: Getting on the local news for awareness and credibility
One alternative to advertising in newspapers worth considering is getting on the news itself, instead of just placing an ad in it. Getting on the local news gets you the same core audience, but a ton more credibility than just a regular print ad because your business will get actual press coverage from a professional journalist — and a full story, not just a square inch or two of ad space. News stories are also a lot more compelling and credible than an advertisement.
Getting press coverage can give your brand a major visibility boost, especially during major newsworthy events like a grand opening or receiving a major award. It’s also generally less costly, as you’ll only need to write and send a press release, which you can DIY or use a press release service like EIN Presswire. Many local journalists are also always looking for small business stories to cover.
Other alternatives to newspaper ads
Newspaper ads are far from your only option. If you want to consider the best alternatives, its most direct counterparts are local billboards or even direct mail. Other local advertising options include TV and radio ads, as well as local Google ads.
Advertising format | Estimated advertising costs | Primary audiences |
|---|---|---|
Billboard ads | Mass audiences of all ages and income levels in a hyper-specific location | |
Radio ads | Regional audiences are mostly 18 and above, lots of commuters and drivers | |
Local TV ads | Entire families and households in specific regions | |
Google Ads | Website visitors of specific interests (i.e., gaming, cooking, etc.) | |
Social Media ads | $5 to $20 CPC per day, depending on the social media platform | Mostly younger people (digital natives); can also be targeted by interest and demographic |
Direct mail marketing | From $169.99 for a 200-piece EDDM campaign from VistaPrint | Families in a specific neighborhood or ZIP code |
Tips on creating effective newspaper ads
You can have the best ad spot in the most widely read newspaper, but if your ad isn’t attention-grabbing, readers will skim over it. First, choose the right publication and ad placement to ensure your ads attract leads. Next, craft compelling ad copy that resonates with your audience and incorporates eye-catching visuals. Finally, track your ad’s performance to see how you can improve.
- Choose the best publication for your business. The publication where you place your ad plays the biggest factor in your campaign’s success. Make sure the publication’s readers match your target audience and its content matches your brand identity and values.
- Give a call to action that’s hard to resist. You can’t add clickable buttons to a print ad. Therefore, you’ll need to add a call to action that piques your audience’s interest and invites them to take another action after seeing your ad, like making a call or scanning a QR code.
- Combine your print ad with other marketing platforms. In today’s ultracompetitive advertising landscape, reaching your customers on just one platform is no longer enough. To get your message across effectively, consider combining your print ad campaign with other marketing strategies, for instance, social media ads or local SEO.
- Offer benefits (not just your product or service). This means telling people how they can benefit from using your brand, instead of simply telling them about what your product or service does.
- Track your campaign’s effectiveness. While print ads don’t offer concrete metrics, you can still track your campaign’s effectiveness in your own way. For example, track your number of sales, foot traffic, or event sign-ups after your campaign. This helps you determine whether newspaper ad campaigns are effective for your business in the future.
- Hire an experienced ad designer. Having the best ad space won’t matter if your ad isn’t interesting. Since print ads won’t allow you to edit your campaign once it’s live, you only have one chance to get it right. Therefore, hiring an experienced professional graphic designer for advertisements is a much safer bet than going at it alone.
Frequently asked questions (FAQs)
On average, expect a newspaper ad to cost $680.73, or anywhere between $21 and over $1,500 for a one-column-inch black-and-white ad. However, this will depend on the publication and the size of your ad. Publications with a larger readership (aka wider circulation) will have a higher average ad cost, as will larger ad sizes.
Some publications also use a price-per-column-inch structure, while others use modular pricing with prices for half-page or full-page ads. Meanwhile, ad prices for online publications are on a cost-per-click model and will depend on the number of visitors the publication gets.
Advertising in local newspapers will typically cost less than $1,000 for a column-inch black-and-white ad, depending on the publication’s circulation and area it covers. Bigger local publications with a wide readership, like the Chicago Tribune, can cost up to $755 for a one-inch ad, while a smaller publication with smaller coverage, like the Tampa Bay Times, can cost less than $30.
To calculate newspaper ad costs, check the publication’s advertising rate card for the price per column inch, then multiply that by the total size you want for your ad. For example, if the Honolulu Star Advertiser’s ads cost $68 for one column inch and you want a 32 column-inch (half-page) ad, then your total ad cost would be $2,176.
However, some publications also have set prices for different ad sizes, like half-page or full-page ads. Online display ads, meanwhile, have fixed ad sizes (for instance, 320×50 pixels for a mobile ad banner), but are only paid per click, based on a set budget at the beginning of your campaign.
Bottom line
Newspaper advertisement costs depend, more than anything, on the publication, the size of your ad, and how long it’ll run. Overall, they’re a little on the higher end of advertising options for small businesses, averaging at $680.73 for a column-inch black-and-white ad. But they lend credibility to your ad that digital platforms don’t and focus specifically on your local community. They’ve even been proven to be more engaging, trustworthy, and effective at getting new leads.
