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The article discusses several developments in the marketplace in the U.S. that contributed to the loss of U.S. newspapers' power to be arbitrary about advertising rates. In the 1970s, a newspaper's rate card was practically sacrosanct. Thirty years later, there are still rate cards but for major newspaper advertisers they are often points of departure, with the final destination to be arrived at through negotiation. Newspapers have lost the power to be arbitrary about rates. How this happened can be traced to developments in the marketplace, and underpinning all of them are an increase in competition and newspaper's gradually declining coverage of households. First, newspapers got into the junk-mail business. Two problems developed for newspapers with the onset of junk-mail delivery. First, entrepreneurs figured out that they could create private delivery systems that could compete for this business by undercutting newspaper delivery prices. The second and more important problem was that major advertisers that previously had been limited to buying space in a newspaper's regular pages had a cheaper alternative: preprint delivery. Another development that changed how newspapers do business was the growth in the number of television stations.

Reports on the increase in magazine-advertising rate discounts in the wake of a soft economy. Increase in the average rate card discount to 30.8 percent; Flexibility seen in the number of pages required in order for media buyers to get a discount; Categories showing sharper increases in discount rates, including mass-circulation magazines; Special-interest magazines offering media buyers the lowest discounts; View by most media buyers that basic rate cards are set artificially high.

The article presents advertising rates for various publications in the United States. Magazines included in the list are "Bridal Guide," "Cooking Light," "Details," "Entertainment Weekly," "Essence" and "Family Fun."

This article reports that First for Women will lower its rate base by 40% to mark its third anniversary in March 1992. It will be the third drop in two years. In a move to build credibility with advertisers, the women's service title made a number of moves including the announcement its color page rate would be cut by 31.8%. The title also unveiled an advertising sales program that guarantees specific circulation goals will be met for advertisers that buy space in at least three issues. And it announced a plan to increase frequency from 14 times yearly to 16 times in 1992 and every other weekly in 1993.

Discusses advertising rates of various periodicals in the United States as of December 1990. "Discover"; "Golf Illustrated"; "HomeOwner"; "1,001 Home Ideas."