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In press publications, ad sizes are calculated by column centimeter (cc). Majority of the newspaper have fixed column size. i.e 1 CC = 3.8 - 4 cms. An average width of newspaper is around 8cc which is around 32 cms.
Hence, the ad sizes are mentioned as 20cc, 40cc, 60cc, 100cc etc.
An 100 cc ad is 16w x 25h (cms), where 16 cms is 4cc (16/4) so 4 x 25 = 100
Now majority of newspaper have started using sqcm as ad sizes, which is simply calculating width x height. For exp - 16w x 25h = 400 sqcm.
Average ad sizes
1 column classified ads - 4w x 10 = 10 cc = 40 sqcm
2 column ads - 8w x 15h = 45cc = 120 sqcm
*Quarter page - 12w x 20h = 60cc = 240sqcm
*Half Page - 32w x 25h = 200cc = 800 sqcm
*Full Page - 32w x 52h = 416 cc = 1664 sqcm
* Usually these are called by their names in stead of cc's and sqcm's.
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