Milline Rate

Milline Rate

In newspapers, a measure of the cost effectiveness of advertising in a newspaper. It is not a widely used measure. One calculates the milline rate thusly:

Milline rate = cost per agate line * 1,000,000 / circulation
References in periodicals archive ?
He found that the milline rate (the cost per line of reaching one million readers) was five percent above average in one newspaper towns and five percent below average in two newspaper towns.
The milline rate increased more in the experimental group than in the control group.