Most college newspapers are formatted as broadsheets and tabloids. Out of these 200 largest schools, more than half publish their newspapers in a broadsheet format. A broadsheet is the largest of newspaper formats, with approximately 6 columns and around 12″ wide x 21″ long. Tabloids are smaller and average 4 to 5 columns with a typical dimension of 10″ x 16″. A third less common formatting option is the magazine style, which typically is smaller and has a glossier finish. Only 5 schools chose to go with magazines.

The frequency of publishing dates has an impact and can determine the availability of obtaining a newspaper. Most of the larger schools publish multiple times a week.76 schools publish 4-5 times/week, with 37 publishing only 2-3 times. 69 schools chose to publish weekly while 15 schools publish either bi-weekly or monthly. The less frequently published newspapers tend to be smaller schools with a lower circulation. The larger universities typically publish daily.

When location doesn’t matter or there are several college newspaper options in the same area, it is important to review the circulation and publishing frequency. Larger circulation leads to a greater reach. In terms of frequency, weekly and monthly newspapers have longer shelf lives with a higher pass along readership. Publications that publish frequently have a quick turn-around which is good for changing market conditions. In addition, it is recommended to run multiple insertions in daily publications as it will increase the campaign frequency and build the overall effective reach.