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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 12-5 The standard
advertising unit system
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
© The McGraw−Hill
Companies, 2003
broadcast papers six columns. The column inch is the unit of measurement to create
the 57 standard units or format sizes shown in Figure 12-5.
A national advertiser can prepare one ad in a particular SAU, and it will fit every
newspaper in the country that accepts SAUs. Rates are quoted on that basis. Since
over 1,400 (about 90 percent) of daily newspapers use the SAU system, the purchase
and production process has been simplified tremendously for national advertisers.
Newspaper rates for local advertisers continue to be based on the column inch,
which is 1 inch deep by 1 column wide. Advertising rates for local advertisers are
quoted per column inch, and media planners calculate total space costs by multiplying
the ad’s number of column inches by the cost per inch.
Rate Structures While the column inch and SAU are used to determine basic
newspaper advertising rates, the media planner must consider other options and factors.
Many newspapers charge flat rates, which means they offer no discount for quantity or
repeated space buys. Others have an open-rate structure, which means various discounts
are available. These discounts are generally based on frequency or bulk purchases
of space and depend on the number of column inches purchased in a year.
Newspaper space rates also vary with an advertiser’s special requests, such as preferred
position or color. The basic rates quoted by a newspaper are run of paper
(ROP), which means the paper can place the ad on any page or in any position it
desires. While most newspapers try to place an ad in a requested position, the advertiser
can ensure a specific section and/or position on a page by paying a higher pre-