What it isA page, half page or classified in a printed magazine, newspaper or zine.
How it's boughtDirect with the publication, booked against an issue date on a published rate card.
When it's the right buyThe format with the longest shelf life and the least measurement. Buy it where the readership is a membership — trade titles, alumni magazines, scene zines — and not for reach.
Lead timeWeeks to months — print schedules close early