D-G Ad Rates Half as Expensive as Local Newspaper

The Arkansas Democrat-Gazette has at least six people selling display advertising for the new Northwest Arkansas section. Ads in the new section are selling for about $5.11 per column inch, less than half the $11.30 per inch that the Morning News of Northwest Arkansas charges. Those amounts are considered “open rates,” meaning they’re the most advertisers pay. Rates usually decline for advertisers who buy more space.

But, daily newspapers usually base their rates on circulation, and, at the moment, the News’ circulation is nearly four times that of the D-G in Northwest Arkansas. As of March, the D-G had a circulation of 7,987 in Benton and Washington counties combined. The Morning News, which touts itself as a “regional” publication, had 32,738 readers in the two-county area. A zoned section of the D-G, however, would presumably circulate to some of the less-populated counties of Northwest Arkansas as well.

Walter Hussman, publisher of the D-G, couldn’t be reached for comment.