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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
Exhibit 12-24 The
Newspaper National
Network encourages
national advertisers to run
their ads in newspapers
likely to request special services. The large and costly staff maintained by many
newspapers to assist in the design and preparation of advertising is used mostly by
local advertisers.
The differential rate structure for national versus local advertising has been the
source of considerable controversy. Some newspapers are making efforts to narrow
the rate differential, as is the Newspaper Association of America (NAA). In 1993, the
NAA created the Newspaper National Network (NNN) to target national advertisers in
six low-use categories: automotive, cosmetics and toiletries, food, household products,
liquor and beverages, and drugs and remedies. 31 The network’s goal is to attract
more advertising dollars from national advertisers in these categories by promoting
the strategic use of newspapers and facilitating the purchase of newspaper space with
their one order/one bill model. Exhibit 12-24 shows an ad encouraging national advertisers
to place their ads in newspapers through the NNN.
Many marketers sidestep the national advertiser label and the higher rates by channeling
their newspaper ads through special category plans, cooperative advertising
deals with retailers, and local dealers and distributors that pay local rates. However,
the rate differential does keep many national advertisers from making newspapers a
larger part of their media mix.
Newspaper Rates
Traditionally, newspaper space for national advertisers has been sold by the agate line.
The problem is that newspapers use columns of varying width. Some have six
columns per page, while others have eight or nine, which affects the size, shape, and
costs of an ad. This results in a complicated production and buying process for
national advertisers purchasing space in a number of newspapers.
To address this problem and make newspapers more comparable to other media that
sell space and time in standard units, the newspaper industry switched to standard
advertising units (SAUs) in 1984. All newspapers under this system use column
widths 2 1 / 16 inches wide, with tabloid-size papers five columns wide and standard or
© The McGraw−Hill
Companies, 2003
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Chapter Twelve Evaluation of Print Media