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

Frequency discounts are one type of discount your publication might offer. Typically, to earn frequency discounts, it really doesn't matter how large an ad you run, discounts are given only based on how often the advertiser runs.

So, in addition to the open rate we discussed earlier for those who only want to run once, there's usually a lower rate for someone willing to run once a week for 13 weeks, an even lower one for someone willing to run every week for 26 weeks, and a lower rate still for someone willing to run 52 consecutive weeks. Many daily newspapers also offer frequency discounts for advertisers running multiple times within a week.

Some publications require an advertiser to run consecutive weeks, but others just want them to run an ad at least the number of times they've committed to over the course of a year. So, you might have a $50 rate for an advertiser who runs once, a $40.45 rate for an advertiser who commits to run 13 times over the course of a year, a $38.95 rate for an advertiser willing to commit to 26 weeks, and so on.

It might be a good idea to ask your manager if advertisers have to run consecutive weeks or just a certain number of times in a year to take advantage of your newspapers frequency rates.

You'll see a sample frequency rate structure below (if you can't see the table below, widen your window or scroll down):

Next: Volume discounts