The One Show - Circulation Collection: HF 5816 .O5 Oversized
Directory of Advertisers – REF HF 5805 .S7 2012
TV Dimensions 2011 – REF HF 6146 .T42 T8 2012
Magazine Dimensions 2011 – REF HF 6105 .U5 M23 2012
Intermedia Dimensions 2011 - REF 5813.U6 I58 2012
National TV ACES - REF HF 6146 .T42 N38 2012
Internet Advertising 3.0 - REF HF 6146 .I58 I582 2010
Standard Rate and Data Service ( SRDS ) REF HF 5905 .S7_ _
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.
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.
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.