Why you should never pay "rate-card"

Off line advertising is a great way to get an extra traffic
boost, but it can be very expensive if you haven't done it
before....

There is a 'fixed', published rate for advertising in
newspapers and magazines. This is called the "rate-card"
price. The 'rate-card' is a newspapers or magazines published
"priced list" of space in the publication concerned.

Does the "rate-card" price reflect the average price you
could expect to pay in the publication concerned? NO! It
represents the absolute highest, top dollar rate you could
ever be insane enough to contemplate paying!! The "rate
card" price for say, Daily Mirror would be the