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The article discusses Players Reinventing Yourself, which includes the rules of the advertising game, forcing the boards to innovate in a context where the demand for rate of interest is always greater from advertisers. Regardless of the credit given to these ways of seeing them, innovation is their common feature, these last twelve months, with the health crisis was reflected in a particular way.

The article reports on a study that shows the average rates on 10,000 lines of national advertising quoted by papers in each of nine groups of states in 1937 to create a reference for buying space in newspapers.

Reports the performance of computer-to-plate adoption system applied in Brant Publications Inc. Advantages of the application to the services offered by publishers; Details of the responses yield by costumers; Impact of in-house advertising production on the consistency of quality control.

Explains how lowest unit charge disclosures work in the context of political advertising in the United States. Stations' requirement to disclose rates they offer; Information to include in a disclosure.

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.

Focuses on the sales of television network Fox's NASCAR inventory for the 2002 season. Cost of an average television spot for NASCAR; First-time advertisers at Fox; Increase in the advertising rates for the Winston Cup races.

Reports the plan of Reverend Al Sharpton to file a class action lawsuit against the U.S government and advertising agencies for not paying minority contractors fair rates on federal accounts. Details of the complaints of Sharpton; Focus of minority advertising contractors.

Reports the move of the House of Representative to cancel the proposed discount provision for advertising rate in the U.S. Response of the television companies to the decision; Impact of the proposed discount provision on the television industry; Pros and cons of the discount provision.

Discusses the prospects of interactive advertising. Differences in perception between buyers and sellers; Possibility of lowering the sellers' ad rates; Commercials which should not be interactive; Design of interactive programming 'for community viewing'.

Discusses the cost of television advertising in the United States. Value of repeat episodes of programs in the network television advertising marketplace and the syndicated television marketplace; The audience-delivery capability of a program; Top 50 syndicated television programs ranked by advertising price.

The article presents information on requirements for publishing advertisements in the periodicals and mentions the advertising policy, sections, and advertising rate.

Looks at how Hachette Filipacchi Magazines' `Woman's Day' is cutting its rate base and advertising rates instead of hiking advertising rates. Increase in the single-copy price; Total paid circulation flat as of June 1996; Why `Family Circle' may follow `Woman's Day.'

Focuses on the levels of accountability in online advertising and commerce in the United States. Information on the cost-per-thousand impressions or CPM models; How the cost-per-clicks model was born; Comments from Rich LeFurgy, chairman of the Internet Advertising Bureau on the use of electronic commerce advertisers on hybrid model; Why the advertisement community still prefers CPM.

Several letters to the editor are presented in response to articles in previous issues, including "Parents Television Council lists best and worst advertiser," in the August 22, 2006 issue, "This time, Vegas tourism gets the credit it deserves," by Bob Garfield in the August 21 issue and "Round Two in the great commercial-ratings debate," in the August 18 issue.

Presents news briefs on the U.S. advertising industry as of September 17, 2004. Initiatives of "Maxim" magazine to increase consumer subscription rate; Appointment of Joseph Parsons at Travel & Leisure Golf; Wedding of Susan Magrino, a public relations officer and fiancé James D. Dunning Jr.

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.

Reports developments on newspaper publishing in the United States as of October 2001. Relocation of sports report of the New York Times; Retrenchment of Belo company; Move of Rocky Mountain news and The Denver to lower advertising rates.

Discusses the annual debate over newspaper advertising rates in Canada. Average annual increases; Efforts towards advertising sales; Impact of circulation routes on rates.

Reports on the study that USA Networks Inc. is offering to advertising agencies revealing something regarding broadcasters' advertising rates and the ratings for broadcast networks' biggest shows for 1998 to 1999. Comments from David Marans, senior partner and research director for J. Walter Thompson; Declines on specific broadcast shows; View of broadcasters.

Reports on the advertising rates of `National Post.' Sale prices; Contract time; Long-term contracts.

Discusses the findings of a study conducted by USA Networks which examined the broadcasters' advertising ratings in the United States. Average household ratings from September 21, 1998 to July 25, 1999; Ratings of some of the broadcasters' top shows; Conclusion of the study.

Reports on Papert Cos. president, Sammy Papert III's criticism against the advertising rate differential. Need to ease the average differential of a daily newspaper; Criticism against rate card formats.

Informs about the reduction in the rate bases on some of its monthly magazines and rise in the ad rates by Hearst. Advertising plans of the company.

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."

Focuses on the possible advertising rate for a 30 second spot on the final episode of the television program `Seinfield,' aired by National Broadcasting Corp. (NBC). Implication of the rate on television history; Other plans of NBC on the night of the final episode; Interest of advertisers to air on the show.

Focuses on media buyers' criticism of alleged collusion between father-son broadcast duo Thomas and Sheldon Galloway that is affecting advertising prices. Buyers' contention that stations share information regarding ad pricing; Allegation that Galloways reveal confidential information data to buyers' clients.

Opinion. Comments on the cut in advertising rates by advertising agencies, so as to dispel the threats of management consultants in Chicago, Illinois. Advantage which consultants have over agencies; Factor attributing to the consultants' success.

Considers the possibility of an increase in ad rates if the Federal Communications Commission (FCC) will give free television airtime to political candidates in the United States. Negative effect of the FCC proposal on advertisers; Efforts of the United States government to evaluate the issue.