The basic or open rate for a magazine ad is:
A)the point from which all rebates are taken.
B)derived by looking at the volume or frequency of insertions.
C)the one-time, full-page rate of publication.
D)the basis for the short sale.
E)the lowest rate available to high volume advertisers.

Question

Quizplus · Accepted Answer

The basic or open rate for a magazine ad is the one-time, full-page rate of publication. This is the rate that would apply if an advertiser were to only place one ad in the magazine at the full-page size. It is used as a benchmark for negotiations and discounts for volume or frequency of insertions.

The Basic or Open Rate for a Magazine Ad Is