Retail
This is space in the paper designated for news content. These colums are wider than classified columns to better accomodate large bodies of text. This section encompasses the majority of the paper, and the advertising placed here serves local retailers and special notices like birthdays and memorials. There are six retail colums per page.

Classified
This is space in the paper designated for specific classes of non-retail advertising. The smaller columns are better suited for short line ads and small images. This section is always located in the back pages of the paper, and includes (among other things) ads for employment, legal notices and real estate. There are nine classified columns per page.

Column Inches

The amount of space an ad occupies is referred to in Column Inches. These are calculated by multiplying the number of columns in the ad's width by the number of standard inches in the ad's height. The illustration at the left of a 2 col. x 2-inch retail ad would be said to take up four column inches, even though the actual spacial area of the ad is 6.67"