Advertising has existed since ancient times i.e. the days when humans started trading with each other. Year 1440 is marked as a significant year in the history. It is during this time that German Goldsmith Johannes Gutenberg invented the printing press and it allowed merchants to duplicate ads for their wares. Late 19th and 20th centuries was the period of mass production and print advertising became the primary means of communications for various companies during this time. They started publishing ads in newspapers, magazines , billboards, posters, flyers, etc. to market their services and products.

After the development of the printing press ads began appearing in printed journals and weekly newspapers in England in the 17th and 18th centuries. Since then, the print advertising has evolved for the better and till date companies and organizations use the medium of printed ads for marketing and promotion. Newspaper ads work well as consumers trust newspapers and browse through the ad space frequently. Also, printed news journals are one of the most inspiring sources of information despite other channels of communications viz. radio, television, social media, etc.

Talking about the internet advertising, there are a lot of distractions for the readers due to pop up ads, links to other topics viz. weather forecast, stories, etc. Hence, readers are unable to focus on what they are reading. On the other hand, a printed ad doesn’t dilute the reader response and thus, the reader is able to pay attention to the details of the ad itself without diverting her/his attention. The singular focus provides the advertisers with a much better opportunity to keep the customer’s attention. Plus, a newspaper column has various categories under which a particular ad is published. For instance, property, matrimonial, lost and found, situation vacant, situation wanted, etc.

Amidst the pool of many news supplements is a Hindi language national daily that is quite famous and many people avail the ad space of the coveted news broadsheet. It is none other than Dainik Jagran. People from across the country post classified ads in Dainik Jagran under various categories. Currently it is one of the most read newspapers in the states of Uttarakhand, Uttar Pradesh, Bihar, Haryana, West Bengal, Jharkhand, Punjab, Jammu and Kashmir, etc. Due to the popularity of the paper, the cost of advertisement in Dainik Jagran is a costly affair. People who directly approach the news broadsheet find difficulty in getting the ad space in their budget if they have a modest amount to spend for this purpose. Also, the ad rates vary as per the frequency of ad publishing and the day of the week on which the ad is posted i.e. an ad published on weekends particularly Sunday is costlier than the ones published on any other day of the week. Also, ads that are published just for a week or two are costlier than the ones that are published over a month.

However, many websites and online ad booking agencies have come in the recent decades that act as the mediator and enable people to publish ad posts in a humble budget as well. These channels negotiate with the newspaper company on behalf of the customers and grab the ad space in a much lesser amount.

Author's Bio: 

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