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I would guess that most print media publications cannot guarantee anything besides circulation #'s and subscribers. I suppose it may be compared to a banner spot, some do much better than others, get more clicks and signups and the only thing the site owner can guarantee is average pageviews, uniques, etc. Perhaps the advertiser can reference that particular ad with a 'reference #', a special for that ad or some other method of tracking which they can in-turn share with the publisher?
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