The Rate Card Introduction Rates Frequency discounts Volume discounts Combination rates Modular rates Contracts Ad agencies Market coverage info Readership/circulation Promotional messages Co-op information Color information Electronic ads Deadlines Special feature schedule Column widths Line screens Odd sizes Legal disclaimers Ad acceptance guidelines Billing and credit terms
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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.

Next: Advertising acceptance guidelines

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