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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