Newspaper display advertising is a form of newspaper advertisement - where the advertisement appears alongside regular editorial content. Display ads are generally used by businesses and corporations towards promotion of their goods and services and are generally for larger budget clients.
Newspaper display ads are different from the regular "Display Ads" terminology, which is commonly referred to as advertisements placed on the internet in banner and other rich media format.
These ads can span across multiple columns - and can even cover full page, half page, quarter page or other custom sizes. They are designed in high resolution coloured and black/white formats providing higher visibility for the mass audiences of newspapers. For many major newspapers in developing markets, display ads play a significant role in subsidizing the cost of the published newspaper.
Display ads appear in all sections of the newspaper except the editorial page, obituary page, and classified section.
Display ads charges are usually based on the amount of area they consume and are quoted in per sq. cm or per column cm . Each column width of the publication might vary on basis of a broadsheet or a pullout, however in general stands at 4 cm width.
Nowadays, most newspapers and magazines have converted to a "modular" system that simplifies ad size and eliminates the need to figure out column inches. In a modular system ad sizes are represented by the amount of the total page the ad takes up. For example 1/2 page, 1/4 page, 1/8 page, etc.
This has been a popular system among many newspapers because it simplifies the layout process (i.e. less ad sizes to fit in newspaper) and makes pricing much easier for an advertiser to understand.