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===Terminology=== In the newspaper industry, ad and newsroom staffers will refer to an advertisement's size by saying "it's a (column width) by (inch height) ad," replacing the words in parentheses () with a single figure. This can be confusing because it refers to two distinct measurements as if they were measured with the same unit. Normally one would think a 3 by 6 advertisement would be 3 inches wide by 6 inches high β but in reality it's actually about 5.5 inches wide by 6 inches high. In writing, an "[[Multiplication sign|Γ]]" is usually used to separate the two figures. Whether written or spoken, most, if not all, newspaper professionals understand the first figure is the column width and the second figure is the inch height. 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.
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