If at all possible, avoid the gutter of newspapers and magazines when running display ads.
Numerous studies have shown that ads located in the gutter of a publication get noticed and responded to less (by up to 50% according to one test) than other ad placement locations. Therefore, if you're running fractional ads, especially one column ads, try to get a commitment from the publication that your ad will not adjoin the gutter.
Where is the gutter? It's the innermost column of each page, next to the fold/spine. On even numbered pages it would be the column furthermost to the right. On odd numbered pages it would be the column furthermost to the left.
Your newspaper or magazine rep may not be able to promise a location away from the gutter, but it never hurts to ask.
Copyright 2007 by Galen Stilson
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