The rate card is also a legal document, containing everything
the newspaper needs to protect itself if something goes horribly wrong.
Whether the ad is printed wrong or doesn't make it in the newspaper, or
the newspaper presses burn down and the paper isn't published, you're
covered by the fine print in the rate card. You should read it over carefully
and make sure all your advertisers have been given a rate card so they
know what you're liable for. This might keep you out of trouble later.