Understanding The Ad Rate Card

I'll be the first to admit that I generally avoid what I don't understand. Don't get me wrong, I have a very inquisitive nature and will research most any topic that I have no prior knowledge. Unfortunately, if I still don't get it, I tend to shy away from it. Do you know someone like that? Anyway, that is exactly what happened the first time I looked at our local paper's rate card. Understanding a rate card may be simple for some people, but those six pages could have been written in an ancient language for all I could tell.

Related: The Fine Print of Newspaper Ads