In this study of 117 nondaily newspapers, we found 9 methods used to set preprint advertising rates. The most common method is cost-based pricing. However, nondailies add up only the costs directly involved in distributing the preprint and do not use any other costs in the equation. Rate setting...

This study examines the differences in the profitability to nondaily newspapers resulting from preprint and display advertising. Whether the measure is overall profit or a comparison of a full page of display advertising to an 8-page tabloid preprint, display advertising is more profitable....