Program ads are paid advertisements printed inside event programs to help cover printing costs. They’re typically ads from  local businesses, parents or community members. Most organizations, don’t have a huge budget accounted for printing event programs so by selling ad space, they easily help cover costs. You’re probably most familiar with a newspaper ad or magazine ad but why not apply that to almost everything that you print?  

Local businesses, especially those connected to your community are usually more than happy to pay to support the event and get their name in front of families. It’s a win. With a few ads sold, you can easily cover Printing Center USA’s program printing costs or make a profit. A well-designed program is a magnet for sponsors eager to connect with your audience. So, how do you get started? What does this look like? Let’s go over it.

Types of Program Ads

There are two common types of program ads: business sponsor ads and personal shoutout ads. Both are embedded in the design and printed resulting in the organizers gaining more ways to fill pages and raise more money. With ads you can be as creative as possible. These are just the 2 standard ones that you typically see when dealing with print.

Did you know that 75% of people who see a print ad can remember the brand name compared to only 44% who see a digital ad?

Business Sponsor Ads

A business sponsor ad is simple, it promotes a local company. The business typically creates the ad and includes their logo, a tag line, contact information and sometimes a special offer. This is an easy sell because businesses get brand awareness and front of their audience which is typically local and they’re supporting something their customers care about.

Start with local business & large corporations where students, parents, members, contacts, and supporters frequent and shop like:

• Gyms
• Pet Supply Stores
• Credit Unions
• Fast Food Franchises
• Auto Shops
• Banks
• Insurance Agencies
• Sporting Goods Stores,
• Coffee Shops
• Cell Phone Companies
• Convenience Stores
• Doctor & Dentists,
• Grocery Stores,
• Photography Studios
• Realtors
• Restaurants

Alumni business owners, in particular, enjoy supporting their alma mater while getting valuable advertising in the process. If you’re in a small town, find other businesses that have supported other events in the past.

Personal and Family Shoutout Ads

A personal shout out ad is a message from a family or friend to someone who’s in the event. These ads are popular in sports programs, dance recital programs, and graduation programs. They’re popular for tribute ads or senior ads where a family member might buy a half page ad with their kids’ photo and a good luck message. Shoutout ads are an easy sell because the motivation is personal so they naturally fill up the pages quickly. If starting with ads, ask for these first then go to business sponsors.

Program Ad Examples

Program ads look different depending on the event, but the format is always the same. Sports teams, dance studios, theatre programs, churches, graduation ceremonies, and more events, all use program ads to offset printing costs and connect with their audiences. Here is what each looks like across the most common program types.

Dance Recital Program Ad Examples

Dance recital programs are one of the most popular formats for personal shoutout ads from parents. A parent might buy a half-page ad with their dancer’s photo and a message of encouragement. Common wording examples are:

• Keep Shining!
• We are so proud of everything you’ve worked for this year!
• This is just the beginning!
• We love you!
• We couldn’t be more proud.

Sports Program Ad Examples

A business sponsor ad in a sports program typically includes a company logo, a short tagline, and contact information. A local auto shop might run a full-page ad that says: call us for your next oil change with their phone number and address. A quarter-page ad from a realtor might just be a headshot, logo, and phone number.

Personal shoutout ads in sports programs are usually from parents with a half-page ad with an athlete’s photo and a message like: So proud of you this season. Keep working hard.

School Play and Theatre Program Ad Examples

School play and theatre programs (playbills) use the same ad format as sports programs, with business sponsors and personal tribute ads from families. These are one of the most active fundraising tools for school theatre departments, where students often pre-sell ads to help cover production costs like costumes, sets, and printing.

Business sponsor ads in theatre programs work well for local restaurants, flower shops, costume rental companies, photography studios, and music stores. A full-page business ad typically includes the company logo, a congratulatory message tied to the production, and contact information.

Personal tribute ads are messages from parents, family members, and friends to cast and crew members.

Church and Souvenir Booklet Ad Examples

Church souvenir booklets are printed programs used at anniversary celebrations, banquets, galas, and pastoral milestones and they rely heavily on ad sales to cover printing costs. There are two types of ads you’ll find inside: business sponsor ads and personal tribute ads.

A business sponsor ad in a church souvenir booklet typically includes the company name, logo, a short congratulatory message, and contact information. For example: “Congratulations to First Baptist Church on 50 years of service. From your friends at Smith Family Funeral Home.”

Personal tribute ads are messages from congregation members, families, or community supporters recognizing an honoree or celebrating the occasion.

How Much to Charge for Program Ads

Price ad offerings based on your program specifications. So consider how many you need, how many people it’s going in front of, and the total printing costs. Current market rates for program ads range from:

• Full page: $100-$250
• Half Page: $50-$200
• Quarter Page: $25-$100
• Business Card:$25-$50

Research what similar programs or local magazines charge in your area to find your sweet spot. Give your sponsors tiers so they have options to choose from. Sometimes, you might not get a full page but if you get 6 business cards at $25 and one quarter page at $50, that’s still: $200.

How to Sell Program Ads

The key to selling program ads is keeping things simple and show that advertising in your event program will benefit all parties involved. Make sure they know how many programs you’re printing and where they’ll be handed out. Highlight that program ads offer a return rate compared to traditional newspaper and digital ads.

Create a Rate Sheet

A rate sheet shows ad sizes and pricing to give to potential sponsors. A rate sheet takes out the guesswork, completes the process so it feels professional, and gives them something to reference. Providing visuals makes the sale easier.

Let Your Team Do the Selling

Your members, students, performers, and volunteers are your most powerful selling tool. They are the focal point of the event and proof that the money from program fundraising and ad sales are going to a good cause. They can pre-sell the program advertising to sponsors thus ensuring an extra profit from the sale of the programs.

Get motivated! Take time to teach your team on how to sell an ad, a confident ask makes a difference. Make sure they know:

• What school or non-profit organization are they supporting?
• What will the money will be used for?
• When does the event begin and end?
• The size of ads and what they cost.
• Where the ad will be placed.
• And above all, spread the excitement to your sponsors, students, parents, families, friends, relatives, colleges, customers, members, contacts and supporters of your organization.

If you don’t hear back after the first ask, check in within a week.

Say Thank You

After ads are placed, create a dedicated sponsors page in your program. Listing all your sponsors in one place acts as both a thank-you and an easy way to encourage future support. You can also sell copies of your program at games to bring in extra fundraising beyond ad sales.

Be sure to keep a record of your sponsors each season. Saving contact details, ad sizes, and artwork will make it much easier to reconnect next year, repeat sponsors are often your easiest sales.

How to Collect Ad Artwork from Sponsors

Ask every sponsor to submit their ad as a JPG or PDF and set a firm deadline. Collecting artwork from sponsors will be the biggest holdup of your program design. Set your artwork deadline at least one to two weeks before submitting your program for print. That gives you time to follow up on missing files, create your program, drop ads in, and still get to press without scrambling.

When a sponsor commits, send them these requirements:

• Ad size with exact dimensions
• The artwork submission deadline
• Where to send the file (email works fine)

For sponsors without a designer or marketing team, have them send in a business card. It’s a great starting point for smaller ad sizes and it already has a logo with their contact info. They can add any tagline they want as well. Larger ads can have their information with a business photo or an enlarged logo with a marketing tagline. For realtors, or professional facing companies, the headshot works!

Free Tools & Resources to Get You Started with Your Program

PrintingCenterUSA makes it easy to bring your program to life with the quality it deserves:

• Free Online Design Tool
• Free Adobe Templates
• Free File Review with 43-point inspection
• Find a Designer program
• Free Sample Pack
• Canva templates

Frequently Asked Questions

How can I cover the cost of printing my event program? The most common way to cover program printing costs is by selling ad space. A few business sponsor ads and personal shoutout ads can offset the full cost of printing — and in many cases generate a profit. PrintingCenterUSA’s saddle stitch booklet printing makes it easy to get professional programs printed at a price that works for your budget. The more programs you print, the lower your cost per unit — which also means you can charge more for ad space.

What is a program ad? A program ad is a paid advertisement printed inside an event program booklet. Businesses, families, and community members buy ad space to support a team or organization — and in return, their message reaches everyone in the audience.

What size is a business card ad in a program? A business card ad measures 3.5 x 2 inches — the same size as a standard business card. It is the smallest and most affordable ad size available and works well for logo listings and budget-conscious sponsors.

How much should I charge for a full page program ad? Full page program ads typically range from $100 to $500 depending on your print run and audience size. Larger distributions and higher attendance justify higher rates. Research what similar programs or local publications charge in your area to find your sweet spot.

What is an ad booklet? An ad booklet is a printed program that includes multiple paid advertisements alongside event content like rosters, schedules, and player profiles. Sports programs, dance recital programs, and church souvenir booklets are all common examples of ad booklets.

Can parents buy program ads? Yes. Personal and family shoutout ads are one of the most popular types of program ads. Parents often buy a half-page or full-page ad to feature their student athlete or performer with a photo and a message of support.

How do I get sponsors to submit their ad artwork? Ask sponsors to submit their ad as a JPG or PDF at 300 DPI. Set a firm artwork deadline at least one to two weeks before your print date and send each sponsor their exact ad dimensions as soon as they commit.

Choose PrintingCenterUSA for Your Program Printing

Program ads turn your print into a fundraiser and offset printing costs. Program advertising can make money for non-profit organizations, schools and businesses, take these tips and apply them to your own event program. Become a prime source of ad space for local businesses and sponsors.

The more programs you print, the lower your cost per unit, which also means more room to charge sponsors for ad space and turn a bigger profit. PrintingCenterUSA offers three turnaround options to fit your timeline, whether you’re planning ahead or cutting it close before event day.

With over 50 years of experience, PrintingCenterUSA delivers the print quality, competitive pricing, and dependable turnaround your event program needs .Get instant pricing and start your program project today!

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