The Rate Card: Frequency Discounts
Frequency discounts are another type of discount your newspaper might offer. In this scenario, the newspaper really doesn't care how big an ad your advertisers run, discounts are given only based on how often they run.

Usually there is a column inch rate for someone who only wants to run once, a lower one for someone willing to run once a week for 13 weeks, an even lower one for someone willing to run every week for 26 weeks, and a lower rate still for someone willing to run 52 consecutive weeks. Many newspapers also offer frequency discounts for advertisers running multiple times within a week.

You'll see a sample frequency rate structure on this page. Some newspapers require that you run the weeks consecutively, but others just want you to run an ad, again, any size ad, at least the number of times you've committed to over the course of a year. So, you might have a $50 rate for an advertiser who runs once, a $40.45 rate for an advertiser who commits to run 13 times, a $38.95 rate for an advertiser willing to commit to 26 weeks, and so on.

Sample frequency discount rate structure