International Advertising Sales Team
If you are a foreign government, corporation, tourism entity, foreign airline or international organization, The Washington Post's International Advertising Department can assist you with your marketing needs using a variety of Post products. The people who read The Washington Post make business, legislative and policy decisions that echo around the globe — and they travel the globe, as well. Market research elsewhere on this Web site further illustrates the newspaper's market advantage, and one particular study — the Washington Leadership Study — demonstrates how successful, and more effective than any other medium, The Post's reach is among government and policy influentials.
| Department/Title/Contact Name | Telephone | ||
|---|---|---|---|
| International | 202-334-6232 | ||
| Africa and Asia | Lois Segel | 212-445-5853 | segell@washpost.com |
| The Americas (Canada, Caribbean, Central/South America), the Middle East and Northern Africa Region | Diana Backlund | 202-334-7738 | backlundd@washpost.com |
| Europe (including Eastern Europe) and Turkey | Carlos Silva | 202-334-6936 | silvac@washpost.com |
| Russia and former Soviet Republics | Lois Segel | 212-445-5853 | segell@washpost.com |
Director, International Advertising: 202-334-7634
Frequently Asked Questions
How can I get a copy of The Washington Post in my market?
Despite its worldwide reputation and impact, The Washington Post is physically only sold in the Washington, D.C. metropolitan area, which includes Maryland and Virginia. A small number of papers are distributed in New York as well. Its internet site, washingtonpost.com, has allowed it to extend its reach to millions of visitors from around the world, however, and has quickly become one of the most popular news sites in the world.
Who owns The Washington Post Company?
The Washington Post is a Fortune 1000 publicly traded company which owns Newsweek as well as six cable TV companies in the U.S. In addition, the company has diversified into the growing educational preparation industry through its Kaplan subsidiary.
What services can my Washington Post representative provide?
Your Washington Post advertising representatives can work with you to better understand your marketing objectives, provide a customized proposal that integrates market research, case studies of successful advertising campaigns, help in designing ads as well as detailed information on the unrivaled reach and power of both our newspaper and our web site. Post reps can also leverage our rep network to help you locate a representative closest to your market for more assistance as well. We have over 30 rep firms worldwide.
Where can I get more information about advertising on The Washington Post 's Web site?
We have two advertising representatives exclusively focused on online and they are an additional resource: Please call or email Michael Clancy for inquiries from Europe (London: 44-1227379666; michael.clancy@wpost.com); inquiries from all other countries can go to Cathy Cox in Washington: 703-469-2623, cathy.cox@wpost.com).
How is The Washington Post newspaper priced?
The vast majority of our international advertisers qualify for the General Rate with the exception of tourism boards who get the Special Industry Rate instead. Regardless of rate type, we sell space in our newspaper on a column inch basis. For example, a full page is six columns wide (12”) and 21” high for a total of 126 column inches. The equivalent metric measurements are 30.5cm x 53.3 cm.
Obviously, your Washington Post rep would be happy to help you get a specific price quote but here is a simple example if you’d like to get an estimate yourself. For any quote, you will need to decide on the size of your ad, frequency, whether it will run in the daily or Sunday edition, position you would like it to run in and whether or it will be color or black/white. For example, in 2006, if a general rate advertiser wanted to run three half-page ads with color in the paper on weekdays, the gross cost would be 63 column inches (6 columns wide x 10.5 inches high) x $596 which equals $37,548 plus a flat $9,214 charge for color for a total cost per ad of $46,762 (gross). This estimate does not include premium costs for special positions or sections.
What is the difference between gross and net cost?
Agency commissions of 15% are allowed to recognized advertising agencies.
What positions or sections are best for international advertisers interested in The Washington Post?
Common positions for international advertisers include Main News, Business, Sunday Travel section, Public Policy/Advocacy premium positions in Main News (The Fed Page), World News adjacency positions in Main News and Special Advertising Sections.
What other newspaper products does The Post offer?
Many international advertisers have found the Sunday Washington Post Magazine to be an attractive option for their media plans, as well as Express, a freely distributed newspaper in the Washington metro area.
What exactly is nation branding?
Nation branding is any advertising or public relations effort by governments or corporations seeking to impact a country's brand. Every country has a brand whether or not it is actively thought of in that way. Whenever a country is mentioned in an article or conversation, it conjures up certain associations and images and influencing those perceptions is enormously important in today's competitive world. Governments worldwide are increasingly realizing how much a nation's brand impacts a country's economic and political prospects and are beginning to use the same tools that companies have been leveraging for years including, as one element, paid advertising. Of course marketing a country is different than selling a new soda drink but the principles are the same: attracting the attention of the target audience, communicating a specific, credible message and ensuring that the message is repeated enough times that it has impact. The Post's reach of both the influential audience in Washington and, through its Web site, influentials around the world is a ripe target for such efforts and our sales representatives can help show best practices in this emerging field.
How important is nation branding to a country's success?
It's no coincidence that the US owns 51 of the world's top 100 brands* even though many of those products are made or even designed outside the U.S. Whoever controls the brand yields the highest revenue in the value chain and the lack of branded products in lesser developed countries constrains their growth. Sources: *Interbrand 2009
Despite an increasingly interdependent, boundary-less world, a country's image still has dramatic impact: according to Futurebrand, the U.S. has the world's leading country brand index. All things being equal, the product, service or country that has the stronger positive brand awareness will reap the most economic and political advantages.
Simon Anholt in his book Brand America includes an even starker example: "In the early 1990's, Americans bought lots of Toyota Corollas (which were quite expensive) and not very many Geo Prizms (which were quite cheap) even though they were exactly the same car and made in the same factory. American consumers believed the Japanese cars offered better value than American cars, so they bought the Toyota."
Why is nation branding important in Washington, D.C.?
The decisions made by Washington's influential leaders have global impact on an almost daily basis. This network of power goes beyond the political class and includes the many thousands of people who work in Washington, D.C. for America's leading associations, media companies and think tanks.
Why are newspapers the best vehicle for nation branding campaigns?
Newspapers are uniquely suited for the job of building relationships between readers and country brands because research shows that influentials rely on newspapers the most for an understanding of world events, public affairs and trends; 62% of newspapers readers said they do nothing else when reading a newspaper, which is extremely high in today's multitasking world. Source: Newspaper Association of America Study, 2005
Paid public policy messages also are extremely effective in generating action among Washington leaders with 62 percent stating that they took action during the past year in response to a paid public policy message including discussing the issue with colleagues, looking at a Web site or looking for more information. Source: 2009 Washington Leadership Study, The Nielsen Company.
In an opt-out media world (TiVo, satellite radio, ipods etc.), newspapers are the last opt-in mass media and the only place readers go because of the ads not despite them.
Why is nation branding most effective in the Washington Post?
The Washington Post reaches nine times as many adults in Washington as The Wall Street Journal, and nearly eleven times as many as The New York Times or USA Today.* The Post regularly reaches three out of four Washington leaders.** It offers an editorial environment conducive to country messages. Please contact your Washington Post advertising representative to obtain a copy of a report of "The Top Ten Rules for Nation Branding" culled from over a decade of best practices in this emerging field. *Scarborough 2009, Release 1; **2009 Washington Leadership Study, The Nielsen Company.
How can I wire transfer funds?
Please send wire transfers to: Sun Trust Bank, Attention: Wire Transfer Department. Also include the following: (a) Beneficiary: The Washington Post; (b) Contact person at The Washington Post: Delisha Smith (202-334-7815); (c) Your advertising account number with The Washington Post; (d) The Washington Post's account number and (e) our ABA routing number. Items c, d, and e can all be obtained through your Washington Post sales representative. The physical address for the bank is Sun Trust Bank, 1445 New York Ave. NW, Washington, D.C. 20005.
Who are some of the advertisers in International?
Select advertisers include:
Travel: Aer Lingus, Air France, Air Jamaica, Air New Zealand, Alpine Tourist Commission, Australian Tourism, Austrian Airlines, Alitalia, Aruba Tourism, Atlantis Resorts, BMI, British Airways, Ethiopian Airlines, European Travel Commission, Dubai Duty Free, Fairmont Hotel, German National Tourism Office, Hong Kong Trade Development, Iceland Air, Irish Tourism Board, Lufthansa, Mexico Tourism, Ontario Tourism, Rail Europe, SAS Airlines, Scottish Tourism Board, South Africa Tourism, Virgin Airlines
Corporate: Alcatel, Airbus, Areva, BNP, BP, Bombardier, DaimlerChrysler, EADS, LG, Rolls-Royce, Royal Bank of Scotland, Samsung, Shell, Toyota, UBS, Vodaphone, Volvo
Country Special Sections/Branding: China, Cyprus, Greece, Hong Kong, Ivory Coast, Japan, Kazakhstan, Korea, Liberia, Mexico, Spain, Taiwan, Turkey, Ukraine
