Newspapers. What column is it anyway?

I recently posted this question in the Transitional Genealogist Forum, but didn't get a response. (I probably didn't send it out correctly. Always have trouble with that.)

When a newspaper contains a large advertisement which takes up an entire "column," is that column counted in a citation? For instance, in the PDF I've attached there is a large advertisement on the left-hand side. In that newspaper, if I wanted to cite that my relative Mr. Albert E. Schwing won a gas range, would my citation be "Notice to the Public," Warren (Pennsylvania) Evening Mirror, 11 September 1916, p. 4, col. 1, [remainder of citation]? Then, if I wanted to cite the article about J. P. Houghton (same page) under "The Death Record," is that in column 4?

I've been playing with citing an advertisement in the following manner: "Notice to the Public," Warren (Pennsylvania) Evening Mirror, 11 September 1916, p. 4, advertisement, etc. What do you think?

I've looked at EE, specifically 14.22, "Newspaper Articles," and "Stylistic Matters" in chapter two, but can't seem to find an answer.

Thanks for your help,