There will be some ad rates that will go up. I think most advertisers will be pleasantly surprised that it's not going to be dramatic. The Post and News will combine their advertising, circulation, production, marketing, personnel and finance departments into a joint venture known as the Denver Newspaper Agency. The newsrooms will remain separate and independent. The arrangement should take effect Jan. 22.
Experts say that fierce competition for advertisers has kept ad rates artificially low in Denver.
Most advertisers expect the Denver Newspaper Agency to raise rates. The agency is not commenting until after a 10-day waiting period. By some estimates, however, the Denver Newspaper Agency would have to raise rates by 40 percent to draw nearer to what newspapers in other markets charge. Advertising rates typically vary depending on a newspaper's circulation, since advertisers want to reach as many people as possible. The News charges 30 cents per column inch per thousand readers, according to a June rate card.