1
Publisher Information
| Publisher / Property | [Publisher Name]Your legal entity or brand name | Website URL | [www.example.com]Primary website URL |
| Monthly Unique Visitors | [000,000]Find in Google Analytics → Audience → Overview | Monthly Pageviews | [0,000,000]Google Analytics → Behavior → Overview |
| Newsletter Subscribers | [00,000]Your email platform (Mailchimp, ConvertKit, etc.) | Social Media Followers | [00,000]Total across primary platforms |
| Primary Audience | [Description]e.g., ‘Tech professionals, 25–45, US-based’ | DMA / Market | [Market Name]Your designated market area or metro region |
2
Digital Pricing Models
| Model | Full Term | How It Works | Your Rate |
|---|---|---|---|
| CPM | Cost Per Mille (Thousand) | Pay per 1,000 impressions, regardless of clicks. | [$0.00] / 1K |
| CPC | Cost Per Click | Pay only when a user clicks on the ad. | [$0.00] / click |
| CPA | Cost Per Action | Pay when a user completes a specific action (signup, purchase). | [$0.00] / action |
| CPV | Cost Per View | Pay when a user watches a video ad (30 sec or completion). | [$0.00] / view |
| vCPM | Viewable CPM | CPM for verified viewable impressions only (50%+ pixels, 1+ sec). | [$0.00] / 1K |
| Flat Rate | Sponsorship / Takeover | Fixed price for a specific ad slot for a set period. | [$0,000] / [period] |
Minimum Spend: Enter your minimum campaign requirement here: [$ Minimum]
💡 How to Determine Your Digital Rates
Your rates should reflect your audience size, audience quality (niche vs. general), engagement metrics, and market position.
Typical industry ranges: CPM rates vary widely — niche B2B publishers with high-value audiences typically command significantly higher CPMs than general-interest sites. Consider what comparable publishers in your vertical charge.
Key factors that increase your rate:
- Niche, high-intent audience (finance, healthcare, enterprise tech)
- Higher viewability scores (above 70%)
- First-party data and targeting capabilities
- Brand-safe, premium editorial environment
- Low ad density (fewer ads per page = more value per unit)
Where to benchmark: Review competitor rate cards, consult industry reports from eMarketer or IAB, check programmatic floor prices in your ad server (GAM, AdX), and analyze your existing fill rate and eCPM data.
3
Standard IAB Display Ad Inventory
Desktop / Tablet Units
| Ad Unit | Dimensions (px) | Placement Location | Rate (CPM / Flat) |
|---|---|---|---|
| Leaderboard | 728 × 90 | [e.g., Top of page, above the fold] | [$0.00] |
| Large Leaderboard | 970 × 90 | [e.g., Full-width top banner] | [$0.00] |
| Billboard | 970 × 250 | [e.g., High-impact mid-page] | [$0.00] |
| Medium Rectangle | 300 × 250 | [e.g., Sidebar / in-content] | [$0.00] |
| Large Rectangle | 336 × 280 | [e.g., In-content] | [$0.00] |
| Wide Skyscraper | 160 × 600 | [e.g., Right sidebar] | [$0.00] |
| Half-Page | 300 × 600 | [e.g., Premium sidebar] | [$0.00] |
| Portrait | 300 × 1050 | [e.g., Extra-tall sidebar] | [$0.00] |
Mobile Units
| Ad Unit | Dimensions (px) | Placement Location | Rate (CPM / Flat) |
|---|---|---|---|
| Mobile Banner | 320 × 50 | [e.g., Top of page] | [$0.00] |
| Large Mobile Banner | 320 × 100 | [e.g., Top/mid page] | [$0.00] |
| Mobile Med Rectangle | 300 × 250 | [e.g., In-content] | [$0.00] |
| Sticky / Anchor | 320 × 50 | [e.g., Fixed bottom of screen] | [$0.00] |
Pro Tip: The 300×250 Medium Rectangle is the industry's highest-revenue ad unit. Sticky/Anchor ads deliver 80–90% viewability vs. 50–60% for standard banners.
💡 How to Price Display Inventory
Pricing display ads depends on placement visibility, ad size, and viewability.
General principle: Above-the-fold placements, larger ad units, and sticky/anchor ads command premium rates. The 300×250 and 728×90 are the most widely demanded units — price these competitively as they drive volume.
How to set placement rates:
- Check your ad server (Google Ad Manager) for current eCPM by ad slot
- Set direct-sold rates 2–5× above your programmatic eCPM floor
- Premium positions (top of page, sticky) should be priced 30–100% above standard ROS
- Mobile rates are typically lower per-unit but have higher viewability — price accordingly
4
Additional Digital Inventory
E-Newsletter Sponsorships
| Newsletter Product | Subscribers | Frequency | Placement | Rate |
|---|---|---|---|---|
| Banner Ad (Top) | [00,000] | [Daily / Weekly] | Top of newsletter | [$0,000] / send |
| Banner Ad (Mid) | [00,000] | [Daily / Weekly] | Mid-newsletter | [$0,000] / send |
| Dedicated Send | [00,000] | [Per request] | Full sponsorship | [$0,000] / send |
| Sponsored Text Link | [00,000] | [Daily / Weekly] | Inline text link | [$000] / send |
💡 How to Price Newsletter Sponsorships
Newsletter ad pricing is driven by subscriber count, open rate, and audience quality.
Pricing approach: Calculate your effective cost per open (total sends × open rate = opens). Dedicated sends command the highest premium since the advertiser gets 100% share of voice.
- Find subscriber count in your email platform’s dashboard (Mailchimp, Beehiiv, ConvertKit, etc.)
- Open rates above 40% justify premium pricing
- Dedicated sends are typically 3–5× the price of a single banner placement
- Consider offering package deals (e.g., 4-send bundles at a discount)
Video Advertising
| Video Product | Duration | Format | Skippable? | Rate |
|---|---|---|---|---|
| Pre-Roll | [:15 or :30] | MP4 / H.264, 16:9 | [Yes / No] | [$0.00] CPV/CPM |
| Mid-Roll | [:15 or :30] | MP4 / H.264, 16:9 | [Yes / No] | [$0.00] CPV/CPM |
| In-Banner Video | [:15 max] | MP4, per ad unit | N/A | [$0.00] CPM |
| Outstream Video | [:15 or :30] | MP4 / H.264, 16:9 | [Yes / No] | [$0.00] CPV/CPM |
💡 How to Price Video Ads
Video advertising commands premium rates due to higher engagement and completion tracking.
- Pre-roll is the highest-value video product — price it above display CPMs
- Use CPV (cost per view) for skippable ads and CPM for non-skippable
- Check your video player analytics for average completion rates — share these with advertisers
- Outstream video (auto-play in content) has lower completion but higher reach
Sponsored Content / Native Advertising
| Product | Description | Includes | Rate |
|---|---|---|---|
| Sponsored Article | Publisher-written editorial-style article, labeled 'Sponsored' | [Word count, images, links] | [$0,000] / article |
| Branded Content Hub | Multi-article section or dedicated landing page | [# articles, duration] | [$0,000] / [period] |
| Native In-Feed Ad | Ad styled to match editorial content feed | [Image, headline, desc] | [$0.00] CPM |
| Social Amplification | Cross-promotion via publisher social channels | [Platforms, # posts] | [$0,000] / campaign |
Rich Media / High-Impact Units
| Ad Product | Description | Specs | Rate |
|---|---|---|---|
| Interstitial / Overlay | Full-screen ad between page loads | [Responsive / 640×480] | [$0,000] / [period] |
| Expandable Ad | Starts standard, expands on interaction | [300×250 to 600×500] | [$0.00] CPM |
| Site Skin / Wallpaper | Custom background around page content | [Per publisher specs] | [$0,000] / [period] |
| Homepage Takeover | Exclusive ownership of all homepage ad positions | [All units, 24-hr] | [$0,000] / day |
5
Available Targeting Options
Check which targeting capabilities your property offers and set surcharges accordingly.
| Targeting Type | Description | Surcharge |
|---|---|---|
| ROS (Run of Site) | Ad appears on any page across the entire website | [Included / Base Rate] |
| Section Targeting | Ad limited to a specific content section (Sports, Business, etc.) | [+$0.00 CPM] |
| Geo-Targeting | Ad shown only to users in a specific geographic area | [+$0.00 CPM] |
| Behavioral Targeting | Targets users based on browsing behavior and interests | [+$0.00 CPM] |
| Retargeting | Shows ad to users who visited advertiser's website | [+$0.00 CPM] |
| Device Targeting | Limits delivery to desktop, mobile, or tablet | [Included / +$0.00] |
| Dayparting | Ad runs only during specified hours of the day | [+$0.00 CPM] |
💡 How to Set Targeting Surcharges
Targeting surcharges reflect the added value of reaching a more specific audience.
- ROS (Run of Site) should be your base rate — no surcharge
- Section targeting typically adds 10–25% over ROS
- Geo-targeting is premium — especially for local/regional advertisers
- Behavioral and retargeting require DMP/data partnerships — price to cover data costs plus margin
- Check which targeting options your ad server supports before listing them
6
Creative Technical Specifications
Share these specs with all advertisers and agencies submitting creative materials.
| Specification | Requirement | Notes |
|---|---|---|
| File Formats | JPG, PNG, GIF (static); HTML5 (.zip) | HTML5 must include a static backup image |
| Max File Size (Static) | [150 KB] standard / [200 KB] max | Smaller files load faster |
| Max File Size (HTML5) | [200 KB] initial / [300 KB] polite load | 'Polite load' = assets load after page |
| Max File Size (Video) | [10–15 MB] MP4 / H.264 | 16:9 aspect ratio; 15 or 30 seconds |
| Color Mode | RGB only | CMYK files will be rejected |
| Animation Length | 15 seconds max, 3 loops | Must end on static frame with clear CTA |
| Click-Through URL | Required (HTTPS only) | Include tracking macros if needed |
| Third-Party Tags | JavaScript or iFrame accepted | Must be pre-approved by ad ops |
| Viewability Standard | ≥70% viewable (MRC) | 50%+ pixels visible for 1+ second |
Submission Deadlines
| Ad Product | Materials Due | Cancellation Deadline |
|---|---|---|
| Standard Display | [X] business days before launch | [X] business days before launch |
| HTML5 / Rich Media | [X] business days before launch | [X] business days before launch |
| Pre-Roll Video | [X] business days before launch | [X] business days before launch |
| E-Newsletter | [X] business days before send | [X] business days before send |
| Sponsored Content | [X] business days before publish | [X] business days before publish |
7
Policies & General Terms
- Minimum campaign spend: [$0,000]
- Insertion Orders (IO) required for all campaigns exceeding [$0,000]
- Payment terms: [Net 30 / Prepay / Credit Card]
- Cancellation: [X days] written notice prior to campaign start
- Make-goods for under-delivery exceeding [X%] of guaranteed impressions
- Publisher reserves the right to reject creative not meeting editorial or technical standards
- All rates based on [ROS / Premium / Section] placement unless specified
- Rates subject to change; contact your AdSell sales representative for current availability
Contact Advertising Sales
Email: greg@adsell.ai
Web: adsell.ai
For custom packages, multi-platform bundles, or programmatic buying inquiries, reach out directly.
AdSell.ai | Digital Advertising Rate Card | Page 1 of 1
1
Publication Information
| Publication Name | [Publication Name]Your masthead / title name | Publisher / Group | [Publisher Group]Parent company or media group |
| Frequency | [Daily / Weekly / Monthly]How often you publish | Market / Region | [Market Name]DMA or geographic coverage area |
| Paid Circulation | [00,000]From your ABC/AAM audit or BPA statement | Est. Readership | [000,000]Typically 2–3× paid circulation (pass-along) |
| Print + Digital | [00,000]Combined print subscribers + digital edition | Verified By | [AAM / CVC / Self]AAM (Alliance for Audited Media) or self-reported |
2
Print Buying Models & Rate Structure
Open Rate & Frequency Discounts
| Rate Type | Description | Rate / Discount |
|---|---|---|
| Open Rate (1x) | Standard single-insertion rate, no commitment | [$0.00] PCI / [$0,000] per page |
| 3x Frequency | Rate for 3 insertions within contract period | [$0.00] PCI / [X%] off open |
| 6x Frequency | Rate for 6 insertions within contract period | [$0.00] PCI / [X%] off open |
| 12x Frequency | Rate for 12 insertions within contract period | [$0.00] PCI / [X%] off open |
| 26x Frequency | Rate for 26 insertions (weekly for 6 months) | [$0.00] PCI / [X%] off open |
| 52x Frequency | Rate for 52 insertions (weekly for 1 year) | [$0.00] PCI / [X%] off open |
PCI Formula: PCI = Per Column Inch. Calculate: Columns × Depth (inches) × PCI Rate. Example: 3-col × 10" at $15 PCI = $450
Color & Premium Surcharges
| Option | Description | Surcharge |
|---|---|---|
| B&W (Standard) | Black and white, standard printing | [Included in base rate] |
| Spot Color (1 color) | One additional PMS spot color | [+$000] per insertion |
| Full Color (CMYK) | Four-color process printing | [+$000] / [+X% of ad rate] |
| Preferred Position | Guaranteed specific page or section | [+15–25%] of ad rate |
💡 How to Determine Your Print Rates
Print rates are driven by circulation, market exclusivity, audience demographics, and competitive positioning.
PCI (Per Column Inch) approach: Your open rate PCI × total column inches = ad cost. Start with your cost-per-thousand-circulation and work backward. Frequency discounts typically range from 5% (3×) to 30% (52×) off the open rate.
Key pricing considerations:
- Review competing publications’ rate cards in your market (often available in their media kits)
- Factor in your cost per printed page — your rate must exceed production cost by your target margin
- Full color surcharges typically range from 15–40% above B&W base
- Preferred position premiums are standard at 15–25% above ROP
- If your publication is the only one serving a specific niche or geography, you have pricing power
Where to find benchmarks: Request competitor media kits, check SRDS (Standard Rate and Data Service), consult your state press association rate surveys, and review past insertion orders for historical pricing.
3
Newspaper Ad Sizes (SAU Modular)
| Ad Size | SAU (Col × In) | Approx. Dimensions | Col. Inches | Open Rate | Freq. Rate |
|---|---|---|---|---|---|
| Full Page | 6 × 21" | 10.87" × 21" | 126 | [$0,000] | [$0,000] |
| Half Page Horiz. | 6 × 10.5" | 10.87" × 10.5" | 63 | [$0,000] | [$0,000] |
| Half Page Vert. | 3 × 21" | 5.38" × 21" | 63 | [$0,000] | [$0,000] |
| Quarter Page | 3 × 10.5" | 5.38" × 10.5" | 31.5 | [$0,000] | [$000] |
| 1/3 Page Vert. | 2 × 21" | 3.56" × 21" | 42 | [$0,000] | [$000] |
| 1/8 Page | 3 × 5.25" | 5.38" × 5.25" | 15.75 | [$000] | [$000] |
| Strip Ad (Horiz.) | 6 × 3" | 10.87" × 3" | 18 | [$000] | [$000] |
| Double Truck | 12 × 21" | 22.625" × 21" | 252 | [$0,000] | [$0,000] |
Pro Tip: Tabloid sizes are roughly half the broadsheet depth (~10.5–14"). Always confirm exact column width per title.
💡 How to Price Newspaper Ad Sizes
Newspaper pricing is based on the PCI × column inches formula. Larger ads cost proportionally more, but many publishers offer bulk size discounts.
- Full page should be priced below 126 × PCI rate — offer a slight volume discount
- Half-page ads are the sweet spot for most advertisers — price competitively
- Double trucks command a significant premium (2× full page + a margin) due to high impact
- Confirm your exact column width and depth with your production department before publishing
- Tabloid formats use different SAU grids — verify your publication’s specific grid
4
Magazine Ad Sizes
| Ad Unit | Bleed Size (W × H) | Trim Size (W × H) | Live Area | Rate |
|---|---|---|---|---|
| Full Page (Bleed) | 8.625" × 11.125" | 8.375" × 10.875" | 7.75" × 10" | [$0,000] |
| Full Page (Non-Bleed) | N/A | 8.375" × 10.875" | 7.375" × 10" | [$0,000] |
| 2-Page Spread | 17.25" × 11.125" | 16.75" × 10.875" | 16.5" × 10" | [$0,000] |
| ½ Page Horizontal | 8.625" × 5.625" | 8.375" × 5.375" | 7.5" × 4.75" | [$0,000] |
| ½ Page Vertical | 4.625" × 11.125" | 4.375" × 10.875" | 3.75" × 9.75" | [$0,000] |
| 1/3 Page Vertical | 2.875" × 11.125" | 2.625" × 10.875" | 2.25" × 9.75" | [$0,000] |
| ¼ Page | 8.625" × 3.125" | 8.375" × 2.875" | 7.5" × 2.25" | [$0,000] |
| Gatefold | [Per publisher] | [Per publisher] | [Per publisher] | [$0,000] |
Pro Tip: Always request the publisher's exact mechanical specs. Even "standard" sizes vary by a fraction of an inch.
5
Premium Placements & Inserts
Premium Position Rates
| Position | Description | Premium / Rate |
|---|---|---|
| Outside Back Cover (OBC) | Highest premium; best recall of any print position | [$0,000] / [+X%] |
| Inside Front Cover (IFC) | Second-highest premium cover position | [$0,000] / [+X%] |
| Inside Back Cover (IBC) | Strong cover position with high visibility | [$0,000] / [+X%] |
| Center Spread | Maximum visual impact double-page unit | [$0,000] / [+X%] |
| Front Page / Section Front | Highest premium position (newspaper) | [$0,000] / [+X%] |
| Back Page (Newspaper) | High visibility, second-tier premium | [$0,000] / [+X%] |
| Right-Hand Near Editorial | Strong readership adjacency | [+X% over ROP] |
| ROP (Run of Paper) | Standard at publisher's discretion | [Base rate] |
Preprinted Inserts & FSIs
| Insert Type | Size / Weight | Distribution | Rate (per 1,000) |
|---|---|---|---|
| FSI (Free Standing Insert) | [Standard / Tabloid] | [Full run / Zoned] | [$00.00] per M |
| Single-Sheet Insert | [8.5" × 11" / Custom] | [Full run / Zoned] | [$00.00] per M |
| Multi-Page Insert | [4-page / 8-page / 12-page] | [Full run / Zoned] | [$00.00] per M |
| Card Insert (BRC) | [3.5" × 5" / Custom] | [Bound-in / Blow-in] | [$00.00] per M |
| Polybag / Bellyband | [Custom wrap] | [Full run] | [$00.00] per M |
💡 How to Price Premium & Insert Rates
Premium positions are limited inventory with proven higher recall — price them accordingly.
- Cover positions (OBC, IFC, IBC) typically carry 25–100% premiums over inside ROP
- The Outside Back Cover (OBC) is the single most valuable print position — price it highest
- Front section and right-hand page premiums are typically 15–25%
- Insert pricing is per-thousand (CPM) — get quotes from your printing plant for weight-based handling costs and add your margin
- Zoned distribution for inserts is increasingly valuable — charge more for targeted zones
6
Print Production Specifications
| Specification | Newspaper (SNAP) | Magazine (SWOP) |
|---|---|---|
| File Format | PDF/X-1a (preferred) | PDF/X-1a (preferred) |
| Color Mode | CMYK only | CMYK only |
| Resolution | 200 dpi minimum | 300 dpi minimum |
| Bleed | Typically non-bleed | 1/8" (0.125") all sides |
| Safe / Live Area | N/A for most units | 1/4" (0.25") inside trim |
| Fonts | Embedded or outlined | Embedded or outlined |
| Max Ink Coverage | ≤ 240% | ≤ 300% |
| Line Screen | 85–100 lpi | 133–150 lpi |
| Paper Stock | Newsprint (absorbent) | Coated stock |
| Dot Gain | High (26–30%) | Moderate (18–22%) |
| Proofing | SNAP newsprint proof | SWOP / G7 certified |
Material Deadlines
| Product | Space Reservation | Materials Due | Cancellation |
|---|---|---|---|
| Daily Newspaper | [X] biz days prior | [X] biz days prior | [X] biz days prior |
| Weekly Newspaper | [X] biz days prior | [X] biz days prior | [X] biz days prior |
| Monthly Magazine | [X] weeks prior | [X] weeks prior | [X] weeks prior |
| Premium Positions | [X] weeks prior | [X] weeks prior | [X] weeks prior |
| Preprinted Inserts | [X] weeks prior | [X] weeks prior | [X] weeks prior |
Print Ad Submission Checklist
- PDF/X-1a file format
- 300 dpi CMYK (200 dpi OK for newsprint)
- Fonts embedded or outlined
- Correct bleed (1/8") if applicable
- Text/logos inside safe area (1/4" from trim)
- Matches exact publication trim size
- Proof attached (SNAP or SWOP/G7)
7
Policies & General Terms
- Open rate applies to all non-contracted insertions
- Frequency contracts must be fulfilled within [12 months / contract period]
- Short rate: Unfulfilled frequency contracts billed at the earned rate
- Payment terms: [Net 30 / Prepay / Credit Approved]
- Agency commission: [15%] for recognized agencies
- Cancellation: [X days/weeks] written notice before space closing
- Publisher reserves the right to reject advertising not meeting editorial standards
- Rates effective [Date], subject to change with [30/60/90 days] notice
Contact Advertising Sales
Email: greg@adsell.ai
Web: adsell.ai
For custom ad sizes, multi-title packages, classified ads, or legal notice rates, reach out directly.
This rate card is a template. All [bracketed fields] should be replaced with publication-specific information. Print standards referenced from SNAP, SWOP/GRACoL, and SAU systems.
AdSell.ai | Print Advertising Rate Card | Page 1 of 1