Newspaper Advertising Rate Calculator
Standard column width is often ~1.6 inches
Vertical height of the advertisement
The newspaper's base rate per inch ($)
How many times the ad will run
Extra cost for color (per ad), if applicable
Percentage off for multiple runs or contracts
Estimated Ad Cost Breakdown
Total Ad Size:
0 col x 0 in
Total Column Inches:
0
Base Space Cost (Per Ad):
$0.00
Color Surcharge (Per Ad):
$0.00
Subtotal (All Insertions):
$0.00
Discount Applied:
-$0.00
Net Total Cost:
$0.00
How to Calculate Newspaper Advertising Rates
Calculating the cost of newspaper advertising requires understanding a specific metric known as the "Column Inch." Unlike digital ads which are sold by impressions (CPM) or clicks (PPC), print media sells physical space on the page. This calculator helps you estimate the total cost of a print campaign based on standard industry formulas.
Understanding the Column Inch Formula
Most newspapers use a modular system called SAU (Standard Advertising Units), but the pricing is almost always based on the total area of the ad calculated in column inches. The basic formula is:
(Number of Columns × Height in Inches) × Rate Per Column Inch = Total Cost
For example, if you want to run an ad that is 2 columns wide and 5 inches deep:
- Total Size: 2 columns × 5 inches = 10 total column inches.
- Rate Calculation: If the newspaper charges $40 per column inch (PCI), the base cost is 10 × $40 = $400.
Factors Influencing Advertising Rates
While the PCI rate is the baseline, several variables can increase or decrease your final invoice:
- Color Charges: Most newspapers charge a premium for color. This is often a flat fee (e.g., $150 surcharge) or a percentage increase over the black-and-white rate.
- Frequency Discounts: Committing to run an ad multiple times (insertions) often lowers the rate. For example, a "3x rate" is usually cheaper per inch than an "open rate" (one-time run).
- Day of Week: Sunday editions typically have higher circulation and, consequently, higher PCI rates than weekday editions.
- Placement Guarantees: Requesting a specific spot (e.g., Top of Page 3, Sports Section front) usually incurs a "position fee," often 10-25% extra.
What is a Standard Column Width?
Under the Standard Advertising Unit (SAU) system used by most broadsheet newspapers:
- 1 Column ≈ 1.83 inches
- 2 Columns ≈ 3.79 inches
- 3 Columns ≈ 5.75 inches
- 4 Columns ≈ 7.71 inches
- 6 Columns (Full Page Width) ≈ 11.63 inches
Always verify the specific mechanical specs with the newspaper's media kit before designing your creative assets.