Co-op
Refer to the sample reservation form and notice the check box marked co-op. If the ad is a co-op ad, that is if the advertiser will be partially or fully reimbursed by a manufacturer whose item appeared in the ad, check this box. Tearsheets, which are full pages torn out of the newspaper which contain the advertiser's ads and invoices will likely be sent to the advertiser, or the manufacturer on the advertiser's behalf, to insure proper reimbursement. As you may recall from the chapter on Rate Cards, co-op is something that usually needs to be discussed with the account prior to the ad running. Generally there is a manager at each newspaper in charge of helping you and your accounts find and use co-op most effectively. Make sure you spend some time with this person to find out how you can help save your accounts money or run bigger for less.

Box or group pages
Box or group pages are considered by many to be an effective way to strengthen an advertiser's response by grouping him with a number of other advertisers under a special theme. Sometimes also called a directory, these pages contain smaller ads that run on the page, referred to as satellite ads or some other name that lets people know it's a part of a special directory. A group page might have four 1/4 page satellites. The parent ad, usually a full page, is reserved and holds the space in the paper. Production "dummies" this parent, or makes space for the ad in the newspaper as one unit and they don't usually indicate each satellite ad separately. If you're selling ads onto a group page or box page, you would reserve the parent page first to hold the space and it may receive it's own ad number. Then when processing the satellite ads, you would include information about the parent page as well. Whatever terms you use to describe these ads, you've got to be careful that you don't reserve the same space twice, once by reserving the parent page and then again by reserving more space with the smaller ads that will go in the parent page.

Coupons
On the sample reservation form, you may have noticed the check box for whether or not your ad will contain coupons. This information is extremely important because at no time do we want two ads with coupons to appear in the newspaper back to back. That's because if someone cuts out the first coupon, when that reader turns the page, the coupon backing it will be gone and can't be used. Some advertisers refuse to pay for a coupon ad that's backed up to another. Check this box if your ad contains a coupon, and production will make sure that they don't back up ads to each other.