All of the above mentioned publications, as well as all other newspaper publications made by the City, shall be published in a newspaper or newspapers of general circulation in the municipality in the body type of the paper and under headlines in eighteen point type specifying the nature of the publication; and where legally permissible, such publication shall be made but once and in one newspaper only.
The newspaper carrying such publication shall be paid a price per inch of space used and the lowest and best rate offered, not exceeding that which it receives from regular commercial advertisement of like nature for the quantity of space used. Whenever it may appear to the City Commission that the rates offered by such newspaper are unfair or exceed the usual rate charged commercial advertisers for advertisements of like nature, such other means of securing due publicity may be employed in lieu of newspaper advertising, as the Commission may by resolution determine.