How is auction advertising typically purchased?

Auction advertising is typically purchased by the column inch. This method of purchasing allows advertisers to pay based on the height and width of their advertisement as measured in column inches of a publication. This system is common in print media where ads can vary significantly in size, and it provides a flexible way for businesses to buy advertising space according to their needs.

For instance, if an ad is 3 inches tall and 2 columns wide, it would be considered 6 column inches. This pricing model helps ensure that smaller ads are priced accordingly while larger ads can be accommodated within the same framework. It also assists in accurately measuring the space taken up in publications.

The other methods of purchasing advertising, such as by the overall page, by the square foot, or by color, are less common in auction advertising. Each of these alternatives has their own specific uses and pricing structures but do not align with the standard practice of using column inches for print advertising in this context.