Pricing tables provide information about rates and advertising channels for publications, but rates are not always firm and discounts may be available. They include ad sizes, placements, and policies, and discounts may be offered for volume placements or unfilled spaces. Comparing rates from different publications is important, as well as considering post size, subscribers, and demographics. Connecting with an advertising representative can provide access to special opportunities.
A pricing table is an informational document that provides data about rates and advertising channels for a publication. Publications that accept advertising often have pricing tables available for potential advertisers to review. It’s important to note that these rates aren’t necessarily firm, and it’s often possible to get a discount. Pricing tables often reflect the maximum price for various advertising options.
Pricing tables are available for magazines, newspapers, websites and many other types of publications. A typical rate card includes the name of the organization and contact information for the publicity department. It then provides a list of ad sizes and placements with corresponding prices. Ad placement on special supplements and at certain times may be more expensive and will be listed separately. The card also includes a note indicating the dates it’s good so advertisers don’t try to use an old rate card to get a better price on an ad placement.
Rate cards may also disclose advertising policies, including information about the file format used to submit ads to the publication, whether or not the publication accepts color ads, and so on. This information is used by advertisers to decide whether or not the publication is suitable for a particular ad and serves as an opening negotiation in the process of arranging an ad placement. You can purchase a card from an organization that develops rate cards based on industry standard prices. This is a popular choice with new publications who are unsure about how they should structure their advertising pricing.
Discounts are typically offered for volume placements, and an advertiser who wants to set up a recurring ad can receive a bulk discount. Likewise, publications may offer discounts if they have unfilled spaces where they want to place advertisements before they go to print, and sometimes special discounts will be offered for certain editions of a publication. Such discount information is generally not disclosed in a pricing schedule, but may be available from an advertising representative.
As rate tables are freely available, many people like to compare rates from different publications before deciding where to place an ad. Considerations for ad placement include post size, number of subscribers and demographic information. This information is usually available upon request, along with other data that an advertiser may find important in the decision-making process. Connecting with a specific advertising representative can be a good idea, as it will connect advertisers with special opportunities that may not be widely available.
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