SCC (Single Column Centimetre) Newspaper Advertising Guide

What is SCC?

SCC stands for Single Column Centimetre and represents the fundamental unit of measurement for newspaper advertising space in the UK and other markets. One SCC equals the space occupied by one column width multiplied by one centimetre in depth. Understanding SCC is essential for media buyers planning print campaigns, as it forms the basis for calculating ad costs, comparing spaces across publications, and optimizing your print media spend.

Newspapers typically have between 5 and 8 columns depending on their format (broadsheet or tabloid). When you purchase advertising space, you're essentially buying a specific number of SCCs to create your desired ad dimensions.

How SCC Measurements Work

Basic Calculation

To calculate the total SCCs in an advertisement:

Total SCCs = Number of Columns × Depth in Centimetres

For example: - A 2-column ad that is 10cm deep = 20 SCCs (2 × 10) - A 4-column ad that is 15cm deep = 60 SCCs (4 × 15) - A full-width broadsheet ad (typically 8 columns) at 20cm deep = 160 SCCs (8 × 20)

Column Widths

Column widths vary between publications. A typical broadsheet newspaper column is approximately 40-50mm wide, while tabloid columns are narrower at around 35-40mm. Always verify the exact column width with your target publication's media pack, as this affects your final ad dimensions.

Practical Steps for Buying SCC Space

Step 1: Define Your Campaign Goals

Before calculating SCC requirements, establish clear objectives: - What message needs communicating? - Who is your target audience? - What response rate or engagement do you need? - What is your total budget?

These factors determine how prominent your ad needs to be and therefore how many SCCs you should purchase.

Step 2: Research Your Target Publications

Obtain media packs from relevant newspapers. These documents include: - Number of columns in standard pages - Standard SCC pricing - Circulation figures and reader demographics - Advertising deadlines and booking procedures - Premium positions and associated costs

For example, The Times operates with an 8-column format, while The Sun (tabloid) uses a different column structure. Regional papers like The Yorkshire Post have their own specifications.

Step 3: Calculate Your Space Requirements

Determine the appropriate ad size for your campaign. Consider:

Small advertisements (20-40 SCCs) - Suitable for: Recruitment, property listings, personal notices - Example: 2 columns × 15cm = 30 SCCs

Medium advertisements (50-100 SCCs) - Suitable for: Local business promotions, service announcements - Example: 3 columns × 20cm = 60 SCCs

Large advertisements (100+ SCCs) - Suitable for: Major brand launches, full-page campaigns - Example: Half-page or full-page displays

Step 4: Compare Costs Across Publications

Newspapers charge per SCC, but rates vary significantly. Calculate the cost per SCC for comparison:

Cost per SCC = Total Ad Cost ÷ Total SCCs

Example scenario: - Publication A: £500 for a 30 SCC ad = £16.67 per SCC - Publication B: £750 for a 40 SCC ad = £18.75 per SCC

Publication A offers better value, but also consider circulation reach and audience alignment.

Step 5: Select Premium Positions (If Budget Allows)

Newspapers typically charge premiums for desirable positions:

• Front page: 50-100% premium
• Back page: 25-75% premium
• Right-hand pages: 10-15% premium
• Classified section: Standard rates

For a local services company, the classified or business section might offer better ROI than a premium front-page position.

Real-World Campaign Example

Imagine you're promoting a new dental practice in Manchester with a £3,000 budget:

1. Target publication: Manchester Evening News (8-column format)
2. Standard SCC rate: £45
3. Available SCCs: 3,000 ÷ 45 = 66 SCCs
4. Ad dimensions options:
5. Option A: 4 columns × 16.5cm = 66 SCCs (wider, prominent)
6. Option B: 2 columns × 33cm = 66 SCCs (narrower, taller)
7. Position: Business/Health section (standard rate) rather than front page
8. Result: A substantial ad reaching local readers in a relevant section

Tips for Maximizing Your SCC Investment

Negotiate Volume Discounts

When booking multiple insertions, request: - Series discounts (3+ consecutive weeks) - Annual commitments (10-15% discounts common) - Multi-publication packages

Consider Frequency Over Size

Multiple smaller ads (20-30 SCCs) appearing regularly often outperform one large ad. Frequency builds brand recall.

Test Different Sizes

Run small ads (30-40 SCCs) in different sections to identify which achieves best response rates, then scale successful placements.

Combine with Digital

Most UK newspapers now offer digital add-ons. Bundle your print SCC purchase with digital banner ads for comprehensive reach.

Time Your Campaigns

Rates fluctuate seasonally. Book during slower periods (summer, early January) for better negotiating power.

Common Mistakes to Avoid

• Miscalculating SCCs: Double-check your math; one column error multiplies across depth
• Ignoring audience fit: Large SCCs in wrong publications waste budget
• Forgetting deadline lead times: Most newspapers require 2-4 weeks' notice
• Not including bleed space: If your ad extends to page edge, factor in additional SCCs
• Overlooking production requirements: Ensure artwork meets publication specs (resolution, colour mode)

Working with Publishers

When contacting publications to book SCC space:

1. Provide clear specifications: "I want to book 40 SCCs in 2 columns, 20cm deep"
2. Specify publication dates: Be precise about which issues and sections
3. Confirm final costs: Ensure any premiums or discounts are detailed
4. Request verification: Ask for proof of placement in writing
5. Provide artwork early: Submit at least one week before publication deadline