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.
A page in a newspaper usually has 6 columns. Letâs say you want to run an ad that is 4 columns wide by 10 inches deep. This ad is 40 (4Ã10) column inches total. If the newspaper charges $12 per column inch, you will pay $480 (40Ã12) to run an ad that size. Most full page ads are measured as 6 (columns) x 21 (inches) = 126 column inches. This example from the Washington Post shows the typical size of a full page newspaper ad.