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