Ad formats

Newsletter ad formats, explained.

Primary, mid, dedicated or classified. What each format is, when it works, what you need to hand over, and what it costs across the catalog.

Format

Primary

Issue #214Tuesday

This week in your industry

Illustration: where a primary placement sits.

The lead sponsor slot in a regular issue, usually above the first story or right after the intro. It is the first thing readers see after the subject line.

Best for launches, brand awareness and offers that need attention from the whole list. It is usually the most expensive single-send option in an issue.

What you deliver

Logo or small image (publishers often ask for PNG or JPG around 600 px wide)
A headline of roughly 40–60 characters
50–100 words of body copy, or a brief the writer turns into a native read
One tracked link (UTM parameters are fine)

Catalog list prices: $20 to $10,000, median $750 per send (531 options).

Format

Mid

Issue #214Tuesday

This week in your industry

Illustration: where a mid placement sits.

A placement inside the issue, between stories or after the opening section. Sometimes called secondary, spotlight or inline banner.

Good value for testing a newsletter before buying the primary slot, or for running alongside a primary placement for frequency.

What you deliver

A headline
40–80 words of copy
One link
Sometimes a banner image instead of text, check the publisher's specs

Catalog list prices: $15 to $7,000, median $673 per send (337 options).

Format

Dedicated

Special editionPresented by your brand

Illustration: where a dedicated placement sits.

The whole send is about your brand. No other sponsors appear in that email. Also called a solo send or takeover.

Best for complex products, webinars, reports and events where you need room to explain. The price is usually a multiple of the primary slot.

What you deliver

A subject line and preview text (or approval of the publisher's)
Full email copy, often 300–600 words, or a detailed brief
Header image and supporting images
Two or three links to one destination

Catalog list prices: $100 to $15,000, median $2,019 per send (216 options).

Format

Classified

Issue #214Tuesday

This week in your industry

Classifieds

Illustration: where a classified placement sits.

A short text listing near the end of the issue, often in a group with other classifieds. Sometimes called quick hits or text links.

The lowest-cost way to test an audience, recruit, or keep a brand present over many issues.

What you deliver

A bold headline of a few words
20–40 words of text
One link

Catalog list prices: $10 to $3,000, median $150 per send (112 options).

Format

Unknown

Some publishers list a price without saying where the ad sits in the issue.

We confirm the position and specs with the publisher before the booking is confirmed, so you know what you are buying.

What you deliver

We ask the publisher for the exact specs and share them before you commit

Packages and volume deals

Buying more than one send

Many publishers sell packages: the same placement in four issues, a month of daily sends, or a mix of a primary slot and a dedicated send. Packages are shown as their own option with the total price and the number of sends included.

When a publisher offers a percentage discount for volume rather than a fixed package price, it is noted on the option. We confirm the final price with the publisher before booking.

552 of the 2,570 priced options in the catalog are packages or multi-send deals, and 744 newsletters publish more than one option.

FAQ

Frequently asked questions

Which format should I start with?

If you are new to a newsletter, a mid or classified placement is a low-cost test. If the audience is a clear fit, a primary slot gets the most attention in a regular issue.

Are dedicated sends worth the price?

For products that need explaining, webinars and reports, often yes: you get the whole email. For simple offers, a primary slot in several issues usually reaches the same readers more often.

Do publishers write the ad for me?

Some do, especially for native reads in a personal newsletter. Others want finished copy. The option's specs say which, when the publisher publishes them.

What does 'Unknown' mean?

The publisher lists a price but not where the ad sits. We confirm the position before the booking is confirmed.

Are prices per send?

Single options are per send unless they say per week or per month. Packages show the total price and the price per send.

Compare formats side by side.

Filter the catalog by format, and every price shown is the price for that format.

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