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Buying print 2.6.13
- 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