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Another extremely useful thing in the rate card is the exact width of your columns. You'd think that if a column in your newspaper is 2 and a 1/4 inches wide that all you'd have to do is double it to determine a two column ad. But just as with editorial pages, there's a small space between each column, usually about an eighth of an inch. So a two column ad is twice the width of a one column ad, plus an eighth of an inch. Because of this, it's good to keep a rate card near at all times so you can convert any column width to its inch width equivalent quickly for an advertiser.

Next: Line screens

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