Dictionary of Marketing Terms: agate line
agate line
in newspapers and magazines, standard unit of area used to calculate the cost of advertising space. An agate line measures 1 1/14" in depth (height) by one column in width. There are 14 agate lines to a column inch. The cost of a line is indicated on the publication's rate card. (Most newspaper columns are 2" in width, and magazine columns measure from 2" to 3" or more.)
