Learn the basics of measuring newspaper and online ads and calculating the cost. Discover best practices for scheduling impressions.

1. A Beginners Guide to Print and Online Advertising By Carol Doane

2. Columns allow news and advertising to fit together

3. Ads are sized to fit within the columns

4. Print ads are small as a business card large as a full page full page HatsRUs

5. To figure the ad costmeasure the ad HatsRUs

6. Measure the columns across a 2 column ad

7. Measure inchesbottom to top 2 x 5” = 5

8. 2 x 5” = 10 column inches Multiply 10 by the rate

9. 2 x 5” = 10 column inches x $ 40 rate = $400 The ad costs $400

10. Online ads are sized and priced differently

11. Online ads run on the right rail ^

12. Ads are measured in pixels in two basic sizes Medium rectangle 300 x 250 pixels ^

13. Medium rectangle and skyscraper Skyscraper 160 x 600 ^

14. Online ads are priced per face One person’s face viewing your ad page is one impression

15. Faces, or impressions, are sold by the thousand How many thousand impressions should you buy?

16. 10,000 is the minimum Never buy the minimum

17. Buy enough impressions to fill the nearest stadium

18. Upgrade from the bleachersPurchase a ‘premium online seat’

19. Premium stadium seats sell for a premium

20. Premium or guaranteed page placement is $40 per thousand $40 x 10K = $400

21. Just like season tickets, purchase our ‘season’ and save $$

22. Our season is twelve months

23. Our 12 month program drops the price from 40 to $15 per thousand $15 x 10K = $150

24. Let your ad run on any page, your rate lowers to $10 per thousand That’s run of site, or ROS, for $100

25. Purchase the 12 month ROS season and the rate lowers to $8 per thousand $8 x 10K = $80

26. When should I run my ads? Hats R Us

27. Choose your store’s best shopping day That’s when people are in the market to buy. To boost slow days add more frequency

28. Never run alone Never run alone Your print ad should run at least 2-3 times per week

29. For online advertising Purchase more than the minimum and enough days to fill the stadium

30. Run with friends who work hard Publish in print and online and get the most out of your marketing campaign

31. Thank you Carol Doane 360Convos.blogspot.com TheClassicCarol@gmail.com Twitter: @TheClassicCarol Music Automne_Ensoleille, Royalty-free.tv UK