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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.
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First advertising column by Ernst Litfaß in Berlin A Morris column in front of the Palais Brongniart. An advertising column or Morris column (French: colonne Morris, German: Litfaßsäule) is a cylindrical outdoor sidewalk structure with a characteristic style that is used for advertising and other purposes.
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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.
Column 1 and row 2 will only correspond to cell (2,1) etc. The first column often presents information dimension description by which the rest of the table is navigated. This column is called "stub column". Tables may contain three or multiple dimensions and can be classified by the number of dimensions.
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Variable-width ("variwide") bar chart. category (size/count/extent in first dimension) size/count/extent in second dimension; size/count/extent as area of bar; color; Includes most features of basic bar chart, above; Areas of non-uniform-width bars represent quantities with areas A that are respective products of related pairs of