Toronto Star's Modular Ads and Sectional Pricing

What You Should Have Read, Oct. 4, 2007

Published on .

Most Popular
Switch to modular ads, sectional pricing called industry first that builds on newspaper's redesign
The Toronto Star reports on its own adoption of a new advertising strategy that aims to revamp the traditional approach to selling newspaper advertising, starting Jan. 1, 2008. Advertisers will be charged a different rate depending on which section their ads appear in. Until now, most advertising has been sold by the line with prices based on mass readership. Now ads will be sold by standardized size proportions instead of ad hoc shapes. The approach is already being used by U.S. newspapers such as The Wall Street Journal, USA Today and the Chicago Sun Times.

An Appreciation
Forbes salutes its longtime editor, James Micheals, who died Oct. 2 at the age of 86. When he was promoted to editor in 1961, "business magazines were filled with articles that were either bland and pointless or long-winded and pretentious. The stories he edited were very different: short, blunt and to the point. A writer could be opinionated, so long as he could back up his opinions with fact. Waffling was not tolerated. Nor was parroting the conventional wisdom on anything."
In this article: