News International has begun trialling a ‘pay-by-results’ model of advertising for its printed publications, potentially opening up newspaper advertising opportunities to a range of charities previously priced out.

News' move marks it as the first publisher to adopt the 'pay-by-results' model, wherein advertisers pay only for the number of leads generated by their ad, to print advertising. The pay by results approach has been widely and successfully used in online advertising for years, but print-based publishers have traditionally avoided bringing the model into the print world.

The publisher, whose publications include The Times, The Sun and News of the World, has been experimenting with the offering over the last few months, with some charities, such as Macmillan Cancer Care, already taking up the advertising method.

Bill Burey, managing director of Rendham, a media buying agency which currently negotiates these kinds of deals with News International, said it could open up the newspaper advertising market to organisations such as charities which have previously found national newspaper advertising too expensive. By using special response routes, such as specific phone numbers, charities will be able to monitor the effectiveness of their newspaper campaigns and pay News International accordingly.

He added that the system also meant that both the newspaper and the advertiser would work to ensure the advertisement is properly placed in order to generate as many sales or leads as possible. 

Civil Society Media has joined with Rendham to offer readers the chance to win £10,000 worth of News International pay-by-results advertising.

For information on how your charity can enter to win £10,000 worth of national newspaper advertising for FREE, click here.