Most college newspapers print frequently throughout a given semester, some of which are considered special publications. These can include everything from editions focused on the incoming freshman to those concentrated on graduating seniors. With each of these publications comes an opportunity to reach and impression a wider college audience.
Special editions tend to get published during the times a campus will see the greatest influx of non-students. During back to school and graduation time, colleges and universities are inundated with siblings, parents, and friends; increasing the pass along rate of student newspapers. Other specialized issues, like those dedicated to entertainment or sports, can provide an outstanding opportunity for focused advertising. Those relevant brands, e.g., local music acts and sporting goods stores respectively, can confidently reach a more targeted audience without coughing up the extra cash that would normally go along with it.
When the opportunity presents itself for a special edition, it would be prudent to take advantage of it. College kids and their family tend to treat the editions as unique and, therefore, will pay more attention to it then than some of the standard editions. A lot of times, the ad space in these special editions isn’t any more than a regular edition. Finding a relevant special edition and buying ad space allows brands to reach a more focused and targeted audience.
