Size
You'll also need to enter the size of the ad. Most newspapers in the United States use columns wide by inches deep as the standard form of measurement. For example the ad size 6x14 indicates 6 columns wide by 14 inches deep.

Remember from the lesson processing the layout we discussed the fact that most of the newspaper industry decided to standardize the width of each column. However, some newspapers still vary on the way they measure the depth of the space. For example, although it is most common for newspapers the measure the depth of an ad by inches, there are some newspapers that measure the depth of the space according to lines. If your newspaper is one of the few that measures depth in this way, then an example of an ad size might be 6x200. In this case, the 6 still indicates 6 columns, however, the 200 indicates the number of lines deep, which is about 14".

You may see a space on the reservation form entitled Unit Size. This is the space you would fill in for special sections or regional products if your newspaper offers those. Sometimes these products are sold in modular sizes only. For example, full page, half page, quarter page, eighth page, where an eighth of a page is considered one unit. Therefore, an 8 unit ad would be a full page, a 4 unit ad would be a half page, and a 2 unit ad would be a quarter page. If this is the case, you'll also need to indicate whether the ad should be vertical or horizontal.

Regional Products
At this point we should talk for a moment about regional products. Some newspapers dominate the market so much so that they have a vast circulation over a wide geographical area. In order to accommodate the majority of their advertisers, newspapers that fall into this category often break the geographical area down into smaller areas, often called zones or regions, where a page or pages in the newspaper are switched during printing to offer advertising pages that only reach a certain zone. What this means to you is that you may be able to offer your advertisers partial circulation using these zoned products, which means they may be able to run bigger ads for less money. If your newspaper offers regional zones or editions, then your advertisers can then choose to target some or all of the zones geographically closest to their business. Ask your manager about regional advertising and whether or not your newspaper offers this option to their advertisers.