Since the circulations and costs of advertising (line rates) vary among newspapers, the advertiser must have a way of comparing the alternatives. To make this comparison, the advertiser may use a standard figure called the

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Cost per thousand (CPM) is the standard figure used by advertisers to compare the alternatives. It refers to the cost of reaching one thousand potential customers (also known as impressions) through advertising. This figure allows advertisers to compare the cost-effectiveness of different newspapers, as they can assess the cost of reaching a given number of potential customers through each newspaper's advertising rates.

Since the Circulations and Costs of Advertising (Line Rates) Vary