But despite an 8% daily readership falloff
over the past year--and 15% from when the last ad rates were set--advertisers are expecting tough talks. Newspapers don't always see circulation drops as a reason to trim ad rates.
Newspapers, as general rule, are reluctant to identify the exact relationship of circulation to rates, says Mike Monroe, vice president of media and advertising operations at Macy's. Usually, they don't offer decreases in rates. So, whatever rate is paid eventually is something the publisher and the advertiser will agree upon.