The Rate Card
Odd Sizes

	The Rate Card Introduction Basic calculations Frequency discounts Volume discounts Combination discounts Modular rates Contracts Ad agencies Market info Readership and Circ. Promotional messages Co-op information Color charges Electronic ads Deadlines Special sections Column widths Line screens Odd sizes Legal disclaimers Ad acceptance guidelines Billing and Credit The fastest way to increase sales! Participate in this award-winning, newspaper-specific ad sales course on-site or in a Webinar.  • Get past upfront stalls and objections without any pushing  • Make the account believe he really needs you  • Get better information from your prospect  • Develop quick ad strategies that work the very first time  • Eliminate size, frequency, content, cost and most other objections before they ever arise  • Get dramatic responses for all kinds of advertisers  • Never have to push an advertiser to run again click here

As we talked about earlier, the rate card will explain how unusual situations are handled, such as when you want to run an ad spreading across two pages facing each other, what the majority of the industry calls a double truck. In some cases, newspapers charge for both pages plus the normally unused space, or spine, that runs down between the two pages.

There's also another important thing to keep in mind about odd ad sizes. Although typically the price an advertiser pays is based on the dimensions of his ad, when an ad size gets so close to the full depth of the page that the editorial department doesn't have enough room to do anything with the remaining space above it, usually the advertiser has to pay for the full length of the page. So, for example, a 5 col x 13.5" ad on a 6 col x 14" page would be billed as if the ad was full height, or 5 col x 14".

Exactly how close an ad's height can be to the full height of the page before an advertiser must pay for the full height of the page varies from paper to paper, so check your rate card or ask your manager. Some newspapers start charging the full height of the page if the difference is less than 2 inches.

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