Magazine article Editor & Publisher

Tear Sheets to the Dustbin

Magazine article Editor & Publisher

Tear Sheets to the Dustbin

Article excerpt

Online media company offers digitized tear sheets for advertisers

An innovative advertising placement firm will soon offer tear sheets on CDROM to newspaper ad clients. Seattle-based Media Passage told Editor & Publisher last week that it will offer the service as part of its integrated ad planning, placement and payment package, which was introduced in 1996.

Media Passage acts as a conduit between advertisers and newspapers. Its electronic database, available on disc or at, contains rate cards for every daily in the country and 6,500 weeklies.

Ad agencies can use Media Passage's system, which runs in Microsoft Excel, to quickly choose individual papers or all papers within a certain region, state or metropolitan area. Instead of calling dozens of different papers for ad rates, agency reps can plan their ad budgets on their desktops.

Circulation figures are provided and the program automatically makes adjustments as the user changes the frequency that the ad will run. For example, if the ad agency wants to compare a Sunday-only run vs. a five-days-a week run, the costs are immediately calculated for comparison. These estimates can be used to bring plans into alignment with campaign budgets.

Quickly Comparing Options

The software also allows advertisers to explore spot and four-color options. In addition, as users adjust the size of advertisements, the program quickly recalculates the cost.

The latest feature from Media Passage is the digitized tear sheet. …

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