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

Remember, there's a huge difference between circulation and readership and your customers can easily be confused by salespeople from competing media.

Circulation is the number of newspapers that actually circulate in the area. Readership is based on the fact that more than one person might read the same newspaper. The average number of readers who read the same newspaper, or the pass-along rate as some call it, is usually in the area of 2.5 people per copy. So a 100,000 circulation newspaper with 2.5 readers reading each copy would have 250,000 readers.

Most newspapers conduct readership surveys periodically and can tell you exactly what the pass-along rate is, but again, for most newspapers, it's about 2.5 people. So the next time a potential advertiser says that your competitors have double the circulation that you do, make sure that they're comparing apples to apples and really talking circulation, not readership. You might also want to inquire where the competitors got their pass along rates. Maybe it was just an estimate and not based on any legitimate survey or audit .

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