The Rate Card Introduction Basic calculations Frequency discounts Volume discounts Combination discounts Modular rates Contracts Ad agencies Market info Readership and Circ. Promotional messages Co-op information Color charges Electronic ads Deadlines Special sections Column widths Line screens Odd sizes Legal disclaimers Ad acceptance guidelines Billing and Credit 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 prospect  • 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

The rate card will also tell you the line screen requirements of any photographs in the ad, which will be important if your advertiser is supplying digital artwork himself. If you look closely at every photograph in a newspaper, magazine, or any printed piece except an actual photograph, you'll notice it's broken into a pattern of dots. The better quality of the paper, the finer the dots can be. Because newsprint isn't the highest quality paper out there, the spaces between the dots have to be bigger or the dots will bleed into one another. That's why a newspaper has a fairly noticeable dot pattern or screen.

It's called a screen because it used to be produced by laying an actual screen over the photographic paper before it's exposed. Most likely your newspaper has an 85 line screen and any magazine printed on glossy paper would be 133. Check your rate card for your paper's exact line screen. You won't have to worry about this if your art department is putting the ad together from original artwork.

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