What is AVE?
AVE
stands for Advertising Value Equivalency. It tries to equate the area
that a clip would be worth it is was bought via an advertising purchase
and can be used to prove return on investment on public relations or
communications campaigns.
There are two ways that AVE is calculated.
Percentage of page
The most common way is based on the percentage of page clipped. This is used with publications who sell advertising on a full-page basis. We use the rate for a single page one-off purchase.
The AVE is then calculated based on the area of a page that a clip represents.
So
if the full page advertising rate of AVE Magazine is $1.000. And the
story mentioned runs across two full pages, then the AVE for this clip
would be $2,000.
However, if the clip covered half of the page then the AVE would be $500.
Our AVE calculations are based on the precise calculation of the area that a clip entails.
Column Centimetres
Some newspapers selling advertising based on a column centimentre price? That is how many columns do you want the advertisement to cover and how many centimentres high do you want the ad to be.
AVE pricing for these newspapers will convert clips into columns and column height and then multiple that by the column centimetre advertising price.
Let's say a clip covers the bottom quarter of a five column newspaper. The clip is 10 centimetres high. Then the clip is covers 50 column centimetres (5 x 10). If the advertising rate per column centimetres is $10 then the AVE for this clip is $500 (50 x $10).