Online, there’s no limit to the space you have for copy, but in print, you are limited by the room on the paper. Here are approximate average word counts for common print promotions:
Tabloids: 400-600 words per page.
Magalogs: 500 words per page.
Digests: 250 words per page.
Non-fiction trade books: 400 words per page.
PDF e-books: 300 words per page.
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Long-copy full-page mail order ads: 500-750 words.
Sales letters: 300 words per page.
Standard-size postcards: 100-150 words.
These are the maximum words counts, and using them results in a page fairly dense with copy, which is a common practice in direct response. In brand advertising and B2B, advertisers use far fewer words because they like white space, not understanding that white space is wasted and does not sell.
As for tabloids, word count is variable. If you filled the page solid with text like a newspaper, you could fit a thousand words. But most tabloids are designed with plenty of graphics, so word count is variable.
