Ms. Motomal started, “advertising when you are in a publication business is when we get advertisements from different companies and ad agencies for them to advertise in our group of publication…” Advertisements are done daily and can come directly from clients or pass through ad agencies. The publication has account executives who would solicit ads from different ad agencies and companies to advertise in the paper. Display ads are the commercial ads and classified ads mostly are notices to public, rewards, wanted. There are two types of classified ads, the classified display and classified lines. Classified display ads are the classified ads with pictures and classified lines are purely words. A full page display ad usually costs P69000 per placement or per day, cheaper than in broadsheet but still depends on the size and color of the advertisement. If advertisers think that the rate is too high they go to other newspapers with lower rates so they usually talk it over and negotiate. Advertisements do not come cheap. It is the bread and butter of the publication wherein circulation comes second, according to Ms. Vivienne. We asked her how much advertisements placed in one edition and she said at least 5 or more than 10 per day, it changes but they have regular clients like big companies especially telecommunication companies.
Below is a copy of the advertising contract for Peoples Tonight:
The Advertisement Rates for Peoples Tonight are:
Size: 7 cols. x 33 cms. = 231 col. cms.
a) Display Ads (12% VAT Exclusive)
Weekdays- P230.00/col.cm Sundays-P240.00/col.cm
b)Classified Display (12% VAT Inclusive)
Weekdays- P189.00/col.cm Sundays- P199.00/col/cm
c)Classified Lines (12% VAT Inclusive)
Weekdays- P77.00/line.... Sundays p87.00/line
d) Front Page Foot Ads- (2) decks only standard size: (2x4). (3x4). (7x4)
Front Page- Plus 100% of the base rate
Back Page- Plus 100% of the base rate
Centerspread- Plus 30% of the base rate
Page3- Plus 30% of the base rate
Color (red)- Plus 30% of the total of the base rate and the position surcharge
4 colors- Plus 80% of the total of the base rate and the position surcharge
General Display Rate: P257.60/col.cm (Inclusive 12% E-VAT)
Size Col. cm. B/W Full Color
Full Page (7x33) P59505.60 P107110.08
3/4 Page (6x33) P 51004.80 P91808.64
1/2 Page (7x16.5) P 29 752.80 P 53 555.04
1/4 Page (3x20) P 15 456.00 P27820.80
When you make a reservation for the newspaper it should be 1 week before and the ad materials should be in at least 3 days before the publication date. Clients send their ad materials but there are cases where they create the concept for the advertisement.
Last Sunday (July 6, 2008), our group went to the other location of People’s Tonight, wherein we would conduct an interview that would provide us with information regarding the production department of the said newspaper. The Journal Building is located in Port Area Manila, between the 19th and 20th street. Upon arrival, we had to present the letter that was given to us to the guard and after verification, we were led inside.
We were fortunate that Mr. Ariel Rivera, the production head, was still in his office. It was only in that moment that we discovered he left early every Sundays, probably at around two in the afternoon, because he was already there the day before. Mr. Rivera has been working with the company for 20 years.
The 2 initial questions we had in mind were this: how come they had two differently positioned buildings and how do they transfer the files and content from this one area to the other. The reason for having separate locations is that the contract of lease in Port Area Manila has already expired, so what they did was to find a new place, which is the one in Makati. The real plan is to transfer everything to the new site but because it is difficult to relocate all the huge printing machines, the only ones moved were other offices (like the editorial and advertising). The contents of the newspaper reach printing machines through transferring files with the use of internet access.
What we asked next were matters concerning the process of producing the newspaper itself. First off is about the page measurement of this newspaper. It is in terms of columns and centimeters, wherein the dimension is 7 columns by 33 centimeters. The size follows the standard dimension of tabloids.
Second, the typesetting of this newspaper is done in their branch in Makati but the employment of this process is no longer used because of the technology today. Instead of typesetting, what is done is a direct layout in the computer.
Page layout, on the other hand, is done by a layout artist. After the layout is finalized, it is transferred as a digital file.
Concerning the camera, it is no longer used in producing this newspaper. This machine was already replaced by the image setter and a computer that prints. After the layout is done, instead of having a hard copy printed out, what comes out is a negative. Having this makes the process easier.
This newspaper still makes use of stripping because they still process negatives. What happens is the negatives are layouted in a flat, wherein there are corresponding pages for each and they are composed together.
Platemaking is a process done after stripping. The flat is exposed so that it will be transferred to a plate, which is the one that is mounted in the printing machine. Then, it is finally ready for printing the paper itself.
Lastly, the printing time usually starts between 8:30 to 9:00 in the evening. Usually, delays are caused by late submission of editorials or advertising materials delay of transfer. Minor problems become easy to deal with because they have 2 working printers, so they have alternatives. But in the worst scenarios, where major problems take place, what they do is ask help for printing from the nearby printing presses.
The type of print that they use is the web offset. They have two printing machines, as mentioned earlier, and both of them are still functioning. With regards to the amount of newspaper that they print, they refer to the print order that is handed to them by the circulation department. They do not print more or less than the said number of copies. With regards to the copies that are not bought, they are returned to the newspaper company. It is a fact that everyday and for almost every kind of newspaper, there are returned copies.
After the interview, Mr. Rivero gave as a tour around the area. He showed us both the printing and, defunct and obsolete machines, roll of papers, process of paper segregation, and many other areas that he previously discussed. He also gave us free and unreleased issues of their two magazines, Insider and Women’s Journal.
For the group’s concerns regarding circulation, instead of interviewing the first one referred to us, Ms. Marie Abulencia (head of the circulation department), Mr. Rivero suggested a different person to us that is a staff assistant of the circulation department, Ms. Cecille Bulacan. She was recommended to us because she has been with the newspaper for a long time and she knows how the process of circulation goes about, and also she was able to explain to us the procedure well.
After the production of newspapers and the printed material is already finished, everything is placed at the dispatch section. This is an open section that is located also at the same area where it was produced, in Port Area Manila. In here, there are three groups that actually receive these copies. First of which are the group of concessionaires. This group is the one who distributes to somehow distant places like the provinces. At around 10 to 11 in the evening, the newspapers delivered are either carried by land (those to be brought in Baguio and the like) and flown through the airplane (those to be brought in places in Visayas or Mindanao ). Second group are the news agents. These are the ones that are dependent on the location that they are in. Lastly, are the outlets. They are controlled and held by the company. They directly get newspapers.
Later, she showed us where the exact dispatching section was and told us how that place looks very different at night, especially when newspapers are about to be distributed.
Links for images:
For the GIF used, Click here:
For Raw images of Day One, Click here:
For Raw images of Day Two, Click here: