Look at each section and use your judgment to rate the applicant. Use the scoring tables and the following examples to assist in your judgment. Review the following pages carefully, as they provide more inâdepth explanations and questions you should consider when judging each applicant.
Wall Street Journal advertising costs are a bit more reasonable if you go for only a half-page ad. $96,900 is the cost for Wall Street Journal ads that are black-and-white half pagers, whereas you'll pay $137,595 if you want a color ad.
But itâs not the only reason. Right up there on the list would be newspaper company strategy, as expressed in its pricing decisions. Call it quarteritis â a piling on of quarters, raising single-copy prices from 50 cents to 75 cents and then to a dollar and more.