(cc) By Tax Deals via Flickr
The old saying, “Everyone loves a deal,” might not be as true as once thought. The advertising industry is notorious about cutting deals — perhaps to their own detriment.
Newspapers typically place their rates on a “rate card.” It contains pertinent information, along with the newspaper’s “open rate” — the amount the ad would cost if no “deal” was in place.
The open rate was once the staple of the newspaper advertising buy — with very few exceptions. However, in this ultra-competitive world, the open rate has given way to individually negotiated deals. It is a wonder there is an open rate at all any more.
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