1. BUYING PRINT

2. Reading print rate cards
• Print (newspaper & magazine) use rate cards
• Usually found online or forwarded by reps
• Basis for price negotiations
• Can go “off the rate card” – meaning negotiating a better rate
• Rate cards provide circulation data, rates, color charges,
production specs, deadlines
• Newspapers
• Per column inch pricing
• Net pricing (does not include agency commission)
• 6 columns wide, 21” deep (height)

3. Newspaper
• Per column inch
• (PCI)
• # columns wide x
# inches tall =
column inches
• Multiply PCI rate
by total column
inches

4. Newspaper
• Color added on top of media cost
• Flat rate or PCI color charge
• Frequency discounts
• Budget / Spend discounts
• Additional negotiations
• N&O example

5. N&O example
• Half page BW
• Column inches?
• Cost?
• Half page 4C
• Column inches?
• Cost?
• Full page 4C
• Column inches?
• Cost?

6. Magazine
• Rate card more straightforward
• Gross pricing (always double check!)
• Color sometimes included
• Notice deadlines!
• Our State Magazine example