What is a Right-Hand Page?
A Right-Hand Page (RHP) refers to the right-hand side of an open newspaper spread – the page readers encounter when opening a publication. In newspaper pagination, odd-numbered pages always fall on the right, making RHPs consistently positioned pages that readers naturally encounter first when browsing.
Why Right-Hand Pages Matter in Print Media
RHPs command premium advertising rates across UK newspapers because of eye-tracking studies demonstrating higher engagement. When readers open a newspaper or broadsheet, their natural eye movement gravitates toward the right-hand page first. This makes RHP placements more likely to capture attention compared to left-hand pages (LHPs).
For advertisers, this visibility premium justifies cost differences. Major national newspapers – The Times, The Telegraph, The Guardian – typically charge 10-25% more for RHP placements depending on section and circulation figures. Premium positions like front-page RHPs or right-hand pages in key sections (business, lifestyle, property) command even higher rates.
Practical Application in Media Planning
When planning print campaigns, media buyers negotiate RHP placements for flagship advertisements and key campaign launches. For product launches or competitive categories requiring maximum impact, securing RHP positions in target demographic sections becomes essential.
The strategy varies by publication type. In tabloid newspapers, RHP rates reflect different audience engagement patterns than broadsheets. Regional publications – The Yorkshire Post, The Scotsman – apply similar RHP premiums but with lower absolute costs, making strategic placements more accessible for local and regional advertisers.
Digital Context and Evolution
While digital media dominates contemporary campaigns, print remains valuable for premium brands and older demographics. Understanding RHP value remains relevant for integrated campaigns mixing print and digital touchpoints. Some agencies now reference RHP psychology when designing digital layouts, recognizing that left-to-right eye movement translates across channels.
Negotiation Considerations
Not all RHP positions offer equal value. Back-page RHPs typically cost less than front-section placements. Advertiser positioning within sections matters – an RHP in the business section reaches different audiences than lifestyle section RHPs. Media buyers leverage this nuance during rate negotiations.
For UK advertisers working with limited budgets, securing RHP placement in regional editions or secondary sections provides premium visibility at more accessible costs than national newspaper spreads.
Current Market Position
As newspaper circulation declines, RHP premiums persist but negotiating power has shifted toward advertisers. Smart media planners leverage this by requesting RHP upgrades as added value when committing to multiple placements or longer campaigns.