Contributions by Carol Carr, 25, to the Facebook
page Rate My Plate, which has close to 1.9 million likes, have gone viral.
Photographer David Bailey's first contract for the magazine guaranteed him PS600-a-year plus a
page rate of PS15 plus perks.
At that point, the strategy against VideoAge was two-pronged: The AFM demanded $15,000 ($26,281 in today's dollars) to allow the circulation of VideoAge Daily, and Variety began selling pages at $500 each, clearly below cost (the breakeven
page rate should have been $1,500) in order to successfully drive the competition out.
CPM is simply a measure of price: the
page rate divided by the number of copies mailed out, in thousands.
According to the publisher, Joe DiFranco (jdifranco@gie.net), the base advertising
page rate (b&w 1x) is $2,850.
Shelter's proposition to advertisers is access to a very savvy group of readers, and a
page rate that's a fraction of what large circulation magazines charge.
Reporters in some regions may charge a lower
page rate but add a daily appearance fee, making the final cost roughly equal.
With a high-end
page rate of about $20,000 and classifieds the only alternative, neither the magazine, Real Estate Today, nor the newspaper, Realtor News, was meeting the needs of advertisers with limited budgets.
The publication with the highest net income ($525,000) has a one-time black-and-white
page rate of $630 and receives 97.5 percent of its revenue from ad sales.
Depending on the service, retailers can charge customers a per
page rate to receive--and similar rate, plus the cost of the call, to send.