Depending on the size of the planned buy with a paper, it may be possible to work with the paper to round down or adjust the rate, rather than paying for the quarter-inch of space not received. This is an instance in which it may benefit advertisers to purchase media through an ad agency, since an agency can often leverage the combined buying power of its clients. When reading a publication's rate card, make sure to check the date. Since most newspapers raise rates on the first of every year, you may be looking at outdated information. Make sure to ask the representative when the new rate card will come out and what the anticipated rate increase is.
Contracts are another consideration.
Even though contracts generally offer better unit costs, the benefits to signing depend on the number of ads you run and their sizes. Take note to inquire about any available discounts. Non-profit organizations often qualify for special rates. If you do take out a contract, make sure to periodically ask your representative when your contract level has been exceeded. Finally, a word about color.