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Advertising 340 - Media Planning

This guide will help you identify and locate the resources (books, articles, etc.) that you will need for Advertising 340.

Standard Rate & Data - SRDS Media Solutions

TV Ratings

Other Forms of Advertising

Calculating Newspaper Ad Cost

SRDS frequently provides cost information for newspaper advertisements by the "column inch." To determine the number of column inches first count the number of columns your advertisement is wide (Most newspapers have a total of 6 columns on a page. Smaller format papers and tabloids might be 5 columns wide). Next get a ruler and measure the height of your ad. The example below is 5 columns wide and 18 inches tall. Multipy these two numbers to get the column inches: 5 X 18 = 90 column inches.

Image of newspaper add 5 columns wide and 18 inches high

5 columns X 18 inches = 90 column inches

Next determine the cost per column inch of your newspaper under the "Rates and Policies" section of the paper's entry in SRDS. Note that there may be discounts available for running multiple ads and upcharges for features such as color, inclusion in the Sunday paper, or placement of the ad in a certain section of the paper. Below is the information for the New Hampshire Union Leader.

Image showing advertising rates including $51.15 per column inch and $725.00 for full color

90 column inches X $51.15 per column inch

+ $725.00 for full color = $5,328.50

Assuming that the advertiser above did not get a discount rate they would have paid $51.15 per column inch plus the cost of color to run this ad one time. The full cost is 90 column inches times $51.15 per column inch plus $725.00 for full color (3 c = 3 color printing). 90 X $51.15 + $725.00 = $5,328.50 to run this ad once.


Reference Book Content Samples

Browse for Print Books

Books are arranged on the shelves in the library by subject. We use the Library of Congress Classification System This link opens in a new window to assign call numbers to our materials so that materials on similar topics are next to each other on the shelves and patrons and staff can easily find what they need. You need to know a book's call number in order to get it off the shelf in the library.

If you'd like to browse our shelves, use these call number ranges to find books on the subject of media planning:

Media Planning Books
Call Number Book Title
HF 5816 .O5 The One Show (Circulation Collection: Oversized)
REF HF 5805 .S7 2012 Directory of Advertisers
REF HF 6146 .T42 T8 2012 TV Dimensions 2011
REF HF 6105 .U5 M23 2012 Magazine Dimensions 2011
REF 5813.U6 I58 2012 Intermedia Dimensions 2011
REF HF 6146 .T42 N38 2012 National TV ACES

Are you an online student who can't get to the library in person? Request a print book to be mailed to you!