Reserving Space Introduction The Res. Form: part one The Res. Form: part two The Res. Form: part three The Res. Form: part four The Res. Form: part five The Res. Form: part six The Res. Form: part seven The fastest way to increase sales! Participate in this award-winning, newspaper-specific ad sales course on-site or in a Webinar.  • Get past upfront stalls and objections without any pushing  • Make the account believe he really needs you  • Get better information from your prosepct  • Develop quick ad strategies that work the very first time  • Eliminate size, frequency, content, cost and most other objections before they ever arise  • Get dramatic responses for all kinds of advertisers  • Never have to push an advertiser to run again click here

Size
You'll also need to enter the size of the ad. Most newspapers in the United States use columns wide by inches deep as the standard form of measurement. For example the ad size 6x14 indicates 6 columns wide by 14 inches deep. In the U.K. and other parts of the world, it's reversed.

Within the lesson on processing the layout we discussed the fact that at one time most of the newspaper industry decided to standardize the width of each column.

However, some newspapers still vary on the way they measure the depth of the space. For example, although it is most common for newspapers the measure the depth of an ad by inches, there are some newspapers that measure the depth of the space according to lines. If your newspaper is one of the few that measures depth in this way, then an example of an ad size might be 6x200. In this case, the 6 still indicates 6 columns, however, the 200 indicates the number of lines deep, which is about 14 inches.

You may see a space on the reservation form entitled Unit Size. This is the space you would fill in for special sections or regional products if your newspaper offers those. Sometimes these products are sold in modular sizes only. For example, full page, half page, quarter page, and eighth page, where an eighth of a page is considered one unit. Therefore, an 8 unit ad would be a full page, a 4 unit ad would be a half page, and a 2 unit ad would be a quarter page. If these cases, you'll also need to indicate whether the ad should be vertical or horizontal.

Regional Products
Some newspapers have a vast circulation over a wide geographical area. In order to accommodate the majority of their local advertisers, these newspapers often break their geographical area down into smaller areas, often called zones or regions, where a plate or plates on the press are switched during printing so advertising pages and editorial can only reach a particular region.

What this means to you is that you may be able to offer your advertisers partial circulation using these zoned products, which means they may be able to run bigger ads for less money. If your newspaper offers regional zones or editions, then your advertisers can then choose to target some or all of the zones geographically closest to their business. Ask your manager about regional advertising and whether or not your newspaper offers this option to their advertisers.

Next: Ad reservation form: part three