Dictionary of Marketing Terms: milline rate
milline rate
cost per milline (milline is equivalent to one agate line of space per 1,000,000 circulation) based on the circulation of a newspaper. Because it takes the circulation into consideration, the milline rate is used to compare the cost effectiveness of advertising in one newspaper over another. It is computed by the following formula:
| rate per agate line ×1,000,000 circulation | = | milline rate |
