Milline Rate

Posted in Marketing and Strategy Terms, Total Reads: 556

Definition: Milline Rate

This metric is used to measure the cost effectiveness of a particular newspaper or magazine for publishing an advertisement.

It is given by the formula:

Milline Rate= ((Cost of advertising space per agate line*1,000,000))/Circulation


Here, agate line is a measure of advertising space (1/14) of an inch deep and one column wide.

So, milline rate is the charge or cost per milline or the cost incurred when one agate line of advertising is published in a million copies of a periodical (newspaper or magazine). This rate is widely used by the marketers to gauge the cost of advertisement of a million copies.


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