The rate card is all an advertiser needs in order to place an ad. To begin with, the cost of an ad by size, frequency, color or black and white, as well as position premiums, special colors, etc. should be clearly laid out in full. A rate card should never state a rate and then tell the user to deduct 'x' amount for frequency or size. It's not the client's job to figure out the rate, it's yours.
In addition to rates, the rate card should contain all charges related to the placing of an ad in your magazine such as position charges, artwork charges, terms and conditions. It should state issue closing dates, material deadlines, on sale dates, shipping instructions, contact information (i.e. names, addresses, and phone numbers) and publication policies.
When developing a rate card there are four main rates that have to be calculated. These are: a rate for advertisers who advertise more than once a year in your magazine (the frequency rate); a rate for advertisers who advertise less than a full page in your magazine (fractional rate), black and white rates and rates for special positions (i.e. covers, double page spreads, etc.).
