No one should ever pay rate card and I assume most do not. I was always very proud that I was able to get excellent placement in tier one publications at MY price and not theirs. It would be inappropriate for me to "name names" here, but what I will state is for a $69k rate card price I was paying less then $20k. For another with a 25k rate card I was paying in the four figures.
Be careful with your media buys though - price is not everything. I always stipulated, and was granted "front of mag" placements. Most of the time, I was even able to receive a right hand page, and sometimes got the fold page as well!!! Make certain you take care of your ad. rep. :-)