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Understanding Advertising Rate Cards

By Shari Waters, About.com

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Calculating Display Ad Rates Per Column Inch

Calculating Display Ad Rates Diagram Per Column Inch

Calculating Display Ad Rates

When calculating the rates for a display ad, determine the number of column inches in an ad. Multiply the number of columns wide by the number of inches deep.

__# of columns x __# vertical inches x __rate per inch
= ___ total ad price

In our example, this business card size ad in our diagram is 3 columns by 2 inches (6 total column inches). If the newspaper's columns measure 1 3/8" then we can assume this ad is 3 3/8" wide by 2" deep. The open rate is $8.00 per column inch, which is 6 column inches x $8.00 for an ad total of $48.

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