Newspaper Discounts - Even a Freebie!
Classified has more variation. Some smaller community newspapers actually size their classified displays the same as ROP. Most large and metropolitan newspapers have a newspaper classified section that is made up of 9 or 10 columns across. A 9-column newspaper has a classified column width of 1 5/16"; a 10-column newspaper's column width is only 1 3/16". So, a 2x4 classified ad in a 9 column paper would be 1 5/16 x 2, or 2 5/8" wide by 4 inches deep; if the newspaper was 10 column the width for this ad would be 2 3/8".
When discussing classified line advertising there is also variation. What I mean by line advertising is those small classified advertisements that run in the various classification listings without borders or art of their one. You know, the ones you see every day with just a few lines of words - a private party trying to sell their car or rent an apartment, or maybe an employer offering a job. Most newspapers figure somewhere between 10 and 14 lines per inch - you just have to ask, or look in their rate card. What this means is that if the newspaper gives you a line rate, rather than inch, you simply multiply that rate by 10 or 14 to get the inch rate. So, if you have a 2x4, and the newspaper figures 14 lines per inch, with a per line rate of 90 cents your math would be 2x4=8 x 14 x 90 cents, to determine the cost of the ad. If you knew the inch rate you would only need to multiply that by 8 inches.
Before we look at a couple of mythical companies and walk through a buying decision based on circulation, penetration, cost-per-thousand, and work out the sizing and cost of each advertisement I have a free offer to share with you. It's called a spec ad (short for speculative). It is the best deal you are ever going to get from a newspaper and I encourage everyone to take advantage of it.
How it works: Let's say you are considering advertising with a newspaper. You have the germ of an idea, or maybe you don't. You want to advertise your product or service; you have your artwork. But you don't know what the newspaper can do for you. What if their graphic arts department isn't accurate or creative? Besides, how can
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