Time to Trash the Rate Card

Why are we still selling advertising the old way with print-frequency discounts? As modern publishers, we’re selling print, Web, e-mail, events, data and more, and our advertisers are shifting their dollars from print-only to a mix of media. But one look at most of our media kits and it’s obvious we’re stuck in a print-only mentality that only rewards advertisers when they increase their frequency in print.