ABSTRACT
Publications normally fall into one of three groups General consumer, Class consumer, or Trade and Technical. Newspapers usually have a general appeal, since apart from their news and political interest, publishers tend more and more to encourage family readership by featuring sports news, fashion articles, children’s corner and so on. The trade and technical press forms the third group. Its advertising value is extremely high and indeed vital to the marketing interests of many manufacturing houses. Practically every business, trade, or profession, has its own special journal. A newspaper page has many columns each measuring anything up to 22” in depth, and it would clearly be impractical for newspaper men to sell their space on the basis of the full page or the full column. Magazines, however, seldom have a type area exceeding 12” × 9”, and the more convenient methods of Page or Column rating is therefore possible.
