Can someone familiar with advertising please explain this to me. I was having a discussion with some friends about how much magazine advertising costs but when I look it up I can't figure out exactly what the numbers mean. http://www.mediaza.com/MIDir/portali...1&subpanel=140 Does this mean that a full page 4-color ad in GQ costs $82,507 per issue if you order it for 12 issues? That would be about $980k per year. Am I interpreting the "12x" wrong? Do these brands really spend this much in advertising across several different magazines?