Lead time
How much notice a publisher needs between booking and the ad running.
Lead time is set by production reality: a weekly newsletter has a copy deadline, a podcast records in batches, a print run has a plate date. It is the constraint most often discovered too late in a campaign plan.
A short lead time is worth paying for when a campaign is tied to a launch date, and worth nothing otherwise. Ask before you plan the calendar backwards from a launch.
How LinkBourse handles it
Lead time is a field on every placement and the calendar refuses bookings inside it, so a date that cannot be honoured cannot be sold.
Terms it depends on
- Insertion order
- The signed document that fixes what will run, where, when, at what price, and what happens if it does not.
- Rate card
- A publisher's published prices by format — the starting point of a negotiation, not the end of one.