"Deciphering Newspaper Ad Sizes" and 
"Getting Your Press Release Published"

Q U E S T I O N
Our firm is planning to place advertising in the newspaper. We thought ads were measured in inches, like 5" wide by 6" deep, but were told that they’re measured in column inches. How does this all work?

A N S W E R
When I call a newspaper to reserve a 2x7 ad, I’m really asking for space that measures 2 columns wide by 7 inches high. The first measurement refers to width, the second denotes height. If the ad is 2 col. wide by 7 inches high, simply multiply width times height to get the column inches (2x7=14). Now figure your price. At $25 per col. inch, the ad costs $350 (14 column inches x $25). The S.A.U.S. (Standard Advertising Unit System) established a standard column width that is consistent from paper to paper, assuming they use this format. But remember, not ALL newspapers use this method. Some papers follow a modular format (like this Business Journal), where ads are sold in blocks of space...1/4, 1/2 page, etc. Some other papers use any old column width. Before you send an ad out, confirm the measurements...just to be sure.

Q U E S T I O N
Our non-profit sends tons of photos and materials to the local media, but it never gets published. How come?

A N S W E R
Was what you sent really newsworthy? Did it affect the lives of people who live here? A board meeting isn’t newsworthy. A board meeting where you initiate a dynamic community event IS newsworthy. You got a donation? Yawn. You got a donation from Paul Newman and he’s delivering the check in person? Cool! And don’t make the poor editors wade through piles of boring press releases. Only send them the good stuff!