The Washington Post and BP may seem like the oddest couple since Felix and Oscar, but they've been spending a lot of time - and money - together.
A Business & Media Institute study found that the Washington Post earned up to $455,652 on 17 BP ads during the month of June, or about $15,188.40 per day. All 17 ads were a full page in size, nine appeared on the back page, six ran in color, and three ran on Sundays. In short, that's a fairly high-end ad campaign. However, companies typically receive discounts off of the open rate for large ad buys or for long-term contracts, so that final total may well be lower.
BMI analyzed all 30 issues of the Post in the month of June and calculated the rates using the Post's 2010 General Ad Rates Position Premiums. Based on the position premiums, a back page ad costs $28,954 daily ($31,456 on Sundays), ads on pages A2, A3, and A5 cost $208 daily ($216) per column inch, and other specified pages cost $103 daily ($110) per column inch. full page ad is 6 x 21 inches or 126 inches. BP back page ads totaled $260,586 and the Sunday ads, which appeared on pages A5 and A15 respectively, totaled $103,716, with color costs included in premium pricing.