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

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1. 1. A Beginners Guide<br />to Print and Online Advertising<br />By Carol Doane<br />
2. 2. Columns <br />allow news and advertising to fit together<br />
3. 3. Ads are sized to fit<br />within the columns<br />
4. 4. Print ads are<br />small as a business card large as a full page<br />full page<br />HatsRUs<br />
6. 6. Measure the columns across<br />a 2 column ad<br />
7. 7. Measure inchesbottom to top<br />2 x 5” =<br />5<br />
8. 8. 2 x 5” = 10<br />column inches<br />Multiply 10 by the rate<br />
9. 9. 2 x 5” = 10<br />column inches<br />x \$ 40<br />rate<br />= \$400<br />The ad costs \$400<br />
10. 10. Online ads are sized and priced differently<br />
11. 11. Online ads run on the right rail<br />^<br />
12. 12. Ads are measured in pixels in two basic sizes<br />Medium rectangle<br />300 x 250 pixels<br />^<br />
13. 13. Medium rectangle and skyscraper<br />Skyscraper<br />160 x 600<br />^<br />
14. 14. Online ads are priced per face<br />One person’s face viewing your ad page is one impression<br />
15. 15. Faces, or impressions, are sold by the thousand<br />How many thousand impressions should you buy?<br />
16. 16. 10,000 is the minimum <br />Never buy the minimum<br />