Run of Paper (ROP) refers to an advertising placement option in print media, particularly newspapers, where an advertiser’s ad is placed at the discretion of the publication anywhere within the newspaper’s regular editorial content. The specific placement of the ad is not predetermined or guaranteed to appear in a specific section or location.
Significance and Usage-Run of Paper (ROP)
Run of Paper advertising allows advertisers to reach a broad audience across various sections of a newspaper. It offers exposure to readers who engage with different sections, increasing the chances of reaching a diverse demographic. ROP placements are often chosen when targeting a general readership or when a specific section is not crucial to the advertising objective.
Example of Run of Paper (ROP)
For example, a local car dealership may choose a run of paper placement in a daily newspaper to promote their latest vehicle offers. The ad could appear in different sections of the newspaper, such as the news section, lifestyle section, or sports section, ensuring visibility among a wide range of readers.