Advertising

6. The Rate Card

6.1 A publication's rate card will usually show prices for three main types of ad.

• 'Classifieds' are the columns of small, text-only ads in the classified section. This section is divided (classified) into various subjects (eg 'Holidays abroad' is a sub-section within the travel ads).
• A semi-display ad is one of the advertisements in the classified section that sits in a ruled box of its own.
• A display ad appears on a page containing editorial, or takes up the whole page itself.

6.2 Common sizes for display ads are full page, half page, quarter page and eighth page.

• Smaller ads are measured and priced in column centimetres.
• '5 column centimetres' usually means 5cm deep and one column wide, but it could also be a double-column and 2.5cm deep.

6.3 There are premium prices for special positions (eg back page or centre spread).