Kenneth Whyte (Editor-in-Chief, Maclean’s magazine) examines the value of the run of press (ROP) ad page to advertisers and to consumers.

The run of press (ROP) ad page is the workhorse of magazine advertising. But, in reality, it’s much more. The ROP ad page services the many and varied need of consumers. They attract reader attention, deliver important brand information, report on what’s new, and prompt consumer action. ROP ad pages add value for both readers and advertisers.