Ad rates for consumer magazines, newspapers and business publications can be found in SRDS or Standard Rate & Data Service which has 'off-the-shelf' ad rates. These are a starting point, as all media planners negotiate the rates.
Acronyms in the SRDS platform
- 4C = Four color
- CPM = Cost per mile
- CPP = Cost per point
- DMA = Designated Market Area
- MSA = Metropolitan Statistics Area
- ti = the number of times an ad is placed (there's a discount for volume)
Some publications also have information about their ad rates on their websites. You can look these up by searching Google for the Name of the publication and "Media Kit" or "advertising rates."
Sample Ad Rate Card for Elle Magazine (2023)
