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Newspaper/Magazine Advertising, Page 4

Cost for display advertising and reading the rate card

Publications charge for display advertising based on the amount of space the ad takes up. In newspapers, this is, generally in number of inches used.

Newspapers are designed using columns across and inches down. Different sections of the newspaper can vary in size. For example, the main news section may be 25 inches wide and 21 inches long, but the TV guide section may be 8 inches wide and 11 inches long. The size will also vary from the broadsheet format (pages that average 21 inches long) to the tabloid format (pages that average 16 inches long).

Many newspapers figure price based on the number of inches an ad occupies on the page. The way this price is figured is to multiply the number of columns (width of the ad) by the number of inches (depth of the ad). For example, if your ad is two columns wide by 10 inches deep, your price will be figured on 20 inches.

Other newspapers figure the inch rate by the amount of money you spend with the newspaper each year. Generally, the more you spend, the cheaper the inch rate. This information will be available on the newspaper's rate card.

Most magazines and ome newspapers may figure cost through a modular system where you may purchase from a set number of options such as 1/8 page or ½ page or full page. In these cases, the bigger the ad space, the more it will cost.

Both newspapers and magazines offer frequency discounts - or charge less per ad if you advertise a certain number of times. Be sure and ask about this.

National vs local rate

Print advertising can be bought either at a "local" rate or a "national" rate. The local rate will be significantly lower than the national rate. If you are unsure whether your product or service falls within the local rate category, call your advertising representative or the advertising department and ask for a clarification of the qualifications necessary to use the local rate. National rates are commissionable and local rates are not. One way to check whether you are on national rate is to check to see if the standard 15% (or the agreed upon commission) is added into the ad cost. If so, you are probably being charged at the national rate.

"Open" rate is the highest rate. It is only utilized if the advertising commitment is so small that the number of lines or column inches does not qualify for a contract rate.

Always ask your newspaper representative to show you the size your ad will be, where it will appear in the newspaper or magazine and how much it will cost per insertion, in writing.

Always ask to see a copy of your ad before it appears in the publication, even if you have sent it electronically yourself. Proof your ad carefully as it is your resonsibility to catch any mistakes.

Ad Size, SAU (Standard Advertising Unit) and specifications

Many newspapers adhere to standard advertising unit (SAU). This is a standard column width, which makes it easier and cheaper for you to run the same ad in a number of different publications because you don't have to spend time and money making a differently sized ad for each paper. Unfortunately, many smaller newspapers do not use SAU.

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