Small town newspaper guy here. Our daily has been around since 1890, and over the years it has tended to get smaller and smaller (though always a broadsheet). Papers in our bound volumes from the 1920s were huge by comparison - 8 columns wide. Used to be known as “bedsheets.”
I’m home as I type this so don’t have exact dimensions, but I’ll check it out tomorrow and report back.
Some years ago, with varying newspaper widths, the industry decided to come up with what they called SAUs or Standard Advertising Units. Until two years ago, a standard broadsheet newspaper full page ad was defined as six columns wide (13 inches) by 21 and 1/2 inches tall, with a one half inch margin around all four edges, making a single broadsheet page 14 inches wide by 22 and 1/2 inches tall. Each column was 2 inches wide, and there was a “gutter” between each column. A one column ad would be two inches wide, but a two column ad would be 4.222 inches wide to cover the gutter between the two columns.
Then the big publishers decided if they trimmed the width of the paper by one inch, they could save a friggin’ bundle on newsprint cost, while keeping ad rates the same. This is no small matter for a paper with, say, a 500,000 circulation that puts out a 60-page paper every day, ballooning to a couple hundred pages on Sunday.
And once the big boys decide on that move, the ad agencies finally sign on and design ads to fit the narrower space.
We made the same move over a year ago to good reaction from our readership, who found it more comfortable to hold and liked the fact it was reducing newsprint usage.
Here’s what the new column widths look like
1 column =1 7/8 inches or 11 picas
2 columns = 3 7/8 inches or 23p3
3 columns = 5 15/16 inches or 35p5
4 columns = 7 15/16 inches or 47p7
5 columns = 9 15/16 inches or 59p9
6 columns = 11 15/16 inches or 71p10
Got that? there will be a test in the morning.