Column Inches refer to a column width measurement in printed media. It is the measurement of the space occupied by an advertisement, article or any other content in a newspaper or magazine.
Column Inches are measured in terms of Inches per column, with one column usually being equivalent to around 1.5 inches. Therefore, if an advertisement occupies two columns, it is measured as 3 inches.
'Above the fold' ad placement refers to advertising space that is located on the upper half of a newspaper or magazine page. This prime advertising position is what catches the reader's attention before they even begin to read.
'Below the fold' ad placement refers to advertising space located on the lower section of a newspaper or magazine page. This ad placement usually has less visibility than 'Above the fold.'
A 'Run of paper' ad placement refers to ads that are placed throughout a newspaper or magazine without any specific location preference. This type of ad placement helps reach a wider audience as it can appear anywhere in that publication.
Column Inches play a significant role in determining the cost of print ads. The larger an advertisement's size in Column Inches, the higher its price will be. Additionally, advertisements placed 'Above the fold,' and those with prime locations generally have higher prices compared to those placed elsewhere.
