Marketing Communications

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Marketing Communications

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Advertising Media

3. R.O.P AND PREFERRED POSITION RATES: The Run-of-Paper (R.O.P) and Preferred
   Position Rates entitle the advertisement position anywhere in the paper that the publisher
   places it, but the paper will be mindful of the advertiser’s request and interest in getting a
   good position.

An advertiser may buy a choice position by paying a higher – PREFERRED POSITION

RATE.

4. COMBINATION RATES: There are situations when the same publisher issues a morning
   paper and a separate evening paper, in which advertisers can buy space individually or at
   a better combination price for both. The same space and copy must be used in both pages.
   Usually the paper will want the advertisement to run the same day but the advertiser may
   get them to run on separate days.


5. THE RATE CARD: A publisher’s rate card contains all information that an advertiser needs
   to place an order that is copy requirements and mechanical requirements, set in standardized,
   numbered sequence.


6. THE MILLINE RATE: A milline is what it would cost per line to reach a million circulation
   of a paper, based upon its actual line rate and circulation. This rate is used in comparing
   the cost of newspaper space using the two variables – the rate per line and the circulation.

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